- My Role: Senior Marketing Project Manager.
- The Project: Business-to-Business Marketing Campaign.
- Project Objective: Created and launched several B2B customer-focused campaigns using marketing automation software to improve customer engagement and sales.
- Responsibilities:
- Executive Communication: Collaborated with the Product, Sales and ERP management teams to develop a compelling, limited time offer to purchase and download Mitchell’s Repair Solutions Estimating software.
- Creative Development: Oversaw the copy and graphic direction of the marketing collateral, which included a progressive series of emails directing users to visit mobile-friendly website landing pages.
- List Segmentation: Decided and obtained approval from the Sales team of the appropriate target customer profiles and lists (existing and prospective customers) in the marketing automation cloud (Eloqua).
- Campaign Creation: Obtained sign-off of the final marketing collateral (including French language collateral) with stakeholder teams; determined launch dates, KPI’s and lead routing with Sales team; oversaw digital creation of the various campaigns in the marketing automation cloud.
- Stakeholder Communication: Notified the regional sales team members of campaign launches, results, tweaks and lessons learned for follow-on campaigns.
- Deliverables:
- PowerPoint presentations to the Product, Sales, IT and ERP management teams for stakeholder feedback and buy-in.
- Messaging matrix and content guidance to the creative teams for email and landing page copy and design; provide approvals.
- Uploaded approved list segmentation to the marketing automation cloud; checked for data integrity.
- Marketing campaign creation in the marketing automation cloud including progressive steps and actions taken by recipients for further email campaign refinement and delivery.
- Launched multi-market, multi-week and multi-language marketing campaigns to promote the Estimating software offer.
- Tracked marketing campaign activity; tweaked campaigns based on real-time data.
- Reported to stakeholders the results of marketing, including MQL (Marketing Qualified Leads) and SQL (Sales Qualified Leads) for further sales follow-up.
COMPLETION:
Created the marketing strategy and project-managed the execution of the Mitchell Estimating campaign, which resulted in >$160K Closed Sales Wins and >$250K Sales Opportunities over an eight-week post-campaign period.