Goals
Create an executable launch strategy for a fitness software with minimal brand awareness in a saturated market.
Gain leadership buy in, foster cross-team collaboration, and create processes to help us align on plans to build brand equity, increase leads, and ensure customer retention.
Results
50
50
contacts re-engaged
I tested the effectiveness of proposed campaigns and content through account-based marketing nurture campaigns and promotions, engaging more than 50 previously inactive contacts.
2x
time spent on page
I proposed messaging for a landing page to gauge resonance with buyer personas, doubling average time spent and utilizing findings to craft the final content for fitness webpages.
5%
increase in conversions
A test landing page that I drove creation of improved conversions by five percent.
Project content
How it was done
Research:
Identified an initial target segment through interviews conducted across leadership, product, sales, lead generation, and customer success teams
Captured target audience pain points by engaging clients on sales calls and on-site visits, as well as reviewing market trade magazines
Determined our product differentiators as a comprehensive, tailored, and easily scalable business management solution with a mobile app and robust global support for enterprises and franchises by evaluating three key competitors
Gathered insights that informed product roadmap decisions and informed the creation of detailed sales battle cards from observations taken at a major industry event
Positioning and messaging:
Proposed and tested messaging on a landing page to gauge resonance with business owner and executive buyer personas, doubling average time spent, improving conversions by five percent, and utilizing findings to craft the final content for fitness webpages
Laid the groundwork for thought leadership planning and wrote content storylines for six blogs
Enhanced internal fitness industry knowledge by educating team members on target segments, buyer pain points, product value propositions, feature benefits, and marketplace differentiators
