Goals
Given our positioning as an industry thought leader and innovator, we needed to create and execute an ongoing, versatile content strategy that could be used to engage both customers and leads.
Results
91
91
client review submissions
I ran incentivized campaigns that encouraged 91 positive client review submissions in three months on our new G2 product page.
2x
conversions
I achieved higher-quality leads and a doubling of conversion rates by segmenting and targeting our campaigns.
13%
increase in revenue
My mid-funnel campaigns featuring a competitor comparison chart, success stories, and more helped increase new business sales revenue an average of 13%.
Project content
How it was done
Strategy:
Elevated client retention, feature adoption, and self-serve resource use by producing innovative live and on-demand content including event presentations, an eBook, and more for national and state association marketing (emails, ads, events, and webinars), major industry trades, LinkedIn, YouTube, and internal channels (login page, email, in-product messages, help center, user community, certification program, and our website’s resource pages)
Differentiated as a comprehensive solution in a competitive market by working with in-house experts to craft insightful resources that connected our product to addressing top organizational challenges such as maintaining compliance, dealing with staffing shortages, and improving revenue cycles
Achieved higher-quality leads, a doubling of conversion rates, and an average 13% increase in new business sales revenue by employing segmentation and targeting to buyer personas (owners, executives, financial officers, and administrators) and users (operational leaders, clinical managers, nurses, therapists, and billers) with mid-funnel campaigns featuring landing pages with client testimonial videos, case studies, product videos, a competitor comparison chart, demo videos, and cross-sell content
