Boosted Engagement by 114% & Following by 120% Through a Multi-Channel Content Strategy.

As the Product Marketing Manager, I led strategic content planning across 4 social media channels, 3 email audiences, multiple webinar campaigns, and daily blog management to capture new MQLs. For every new product launch, I worked closely with the product and executive team and managed a team of five marketers to get six product campaigns across the line over two years.

Leading B2B SaaS Content Campaigns

Developed a strategic social media plan for LinkedIn, Twitter, Instagram, and Facebook.

1

Grew the marketing team from 1 to 5 members to prioritize PR, link building, and strategic marketing campaigns.

2

Led product-focused and thought leadership webinar strategies to target separate audience networks.

3

I built several email drip campaigns to nurture leads at different points in our funnel.

4

Social Media Management

Over two years, our following across platforms grew by 120% and engagement rate grew by 114%. We consistently beat our competitor’s social media benchmarks by 12%.

Content calendars & planning

I categorized post types to ensure we posted an even mix of content. I aimed for a mix of 50% thought leadership to build our following, 30% about CloudAdvisors’ culture to drive engagement and gain the algorithm’s favour 9as they saw the highest levels of engagement), and the remaining 20% focused on our product and sales content to build MQLs.

Planning in alignment with epics

I planned content calendars six months in advance to align with product launces. I planned complete months of content at a time, but allowed for enough flexibility to react to changes in the epic, or incomplete sprints. I curated an empathetic environment to help my marketing team collaborate, and get content published on time.

Regular anlaysis & optimzation

I analyzed caption length, use of emojis, content types, links in the description versus in the comments, and numbers of hashtags used to determine which variables impacted engagement. I determined which content the algorithm favored and which content led to the highest CTR to optimize planning. Through strategic changes, we saw consistent growth in following and CTR.

  • LINKEDIN

  • TWITTER

  • INSTAGRAM

Product & thought leadership webinars

I used webinars in two ways: 1) Thought leadership webinars to engage new users. 2) Product webinars to convert existing leads.

I was directly responsible for event creation on social media, script writing, social media organic and paid campaigns, email announcements, post-event video editing, adding the event coverage to WordPress, and social media content repurposing.

On average we collected 100 emails per event for our drip campaigns, generated 8 demos from existing customers, and generated 3 new HR leads — which cumulatively meant ~$300,000 in MQLs. For our small budget and following, these numbers surpassed expectations.

Email Campaigns

I set up numerous email campaigns for different audiences and purposes. Largely, these included:

  1. Weekly automated newsletters to 800 Benefit Brokers communicating product updates & strategies for using our product. Open rate average was 23%, unsubscribe 0.5%, and CTR 3%.

  2. Weekly product newsletter to 200 Insurance Providers, where we focused on product updates and how providers could leverage these features to sell benefit plans. Open rate average was 27%, unsubscribe 0.5%, and CTR 4%.

  3. Webinar follow-up campaigns to event attendees where we focused on communicating incremental values of our product, and offered exclusive webinar-attendee offers to encourage conversion. Open rate average was 18%, unsubscribe 1%, and CTR 2%.