Full-funnel Marketing / BlueVolt
BACKGROUND | BlueVolt is a learning management system primarily focused on the industrial trades market — manufacturers, distributors and associations. As Marketing Manager, I was tasked with updating the brand for the company and its products. I was the hands-on designer for all marketing communications: website, collateral, presentations, events, online & print advertising, e-newsletters and email campaigns.
I collaborated with the company VP and the marketing team to develop & execute strategies and I managed out of house resources such as printers, video production agency, and others. I developed full-funnel, prospect-to-client journeys for our targeted personas mentioned above.
BlueVolt Brand Development | BlueVolt Website Case Study | BlueVolt Video
OUTREACH — Top of Funnel
Live Events | Designed and managed production for tradeshow booth backwall & banners and all printed material to support sales team (brochures, sell sheets, promotional cards/coupons, tabletop signs).
Online Events | Created special landing & registration pages, designed event campaign themes, developed and launched promotional emails and ads.
Advertising & Social | I researched media and presented comprehensive, long-term advertising programs with a combination of print & digital that garnered excellent results for nurturing and prospect acquisition. Designed & wrote ad and social content.
ENGAGEMENT — Mid-Funnel
Website | Complete redesign with new content and prospect segmentation & conversion strategies. I was also the daily manager & admin for the site — built in Hubspot CMS.
Collateral | Redesign and new content for sell sheets, brochures, case studies, and blog posts.
Videos | Creative direction and management collaborating with outside agency.
Webinars | Provided promotional support, invitational and follow-up emails, and landing pages. Designed online event universities in the BlueVolt LMS.
Nurture/Drip Campaigns | Collaborated with marketing writers to brainstorm ideas for content — newsletters, blog posts, solution-oriented emails. The nurture campaigns were critical to BlueVolt sales cycle since timeline from 1st meeting to sale is typically 3 - 6 months.
ENABLEMENT — Bottom Funnel
Sales Enablement | Helping sales team with value-added content to keep BlueVolt top-of-mind with prospects during long 3 - 6 month sales cycle. Producing feature comparison and unique value proposition (battlecard) sheet.
Presentations | Developing attractive and persuasive PowerPoint presentations for the different market personas.
Competitive Matrix | Report showing competitors with their key messaging, features, customer satisfaction, and costs.
RESULTS | Accelerated revenue growth: Doubled sales within 25 months.