Full-funnel Marketing / Anitian
BACKGROUND | As the Marketing Communications Manager with Anitian, I was charged with building the marketing department from the ground up. The company was pivoting from a pro-services-based cybersecurity firm to a SaaS automation/management platform.
Sampling of project work below. > Video Portfolio > Website Redesign
STRATEGIES & TACTICS:
New company branding with logo redesign and graphic standards guidelines. The new visual identity was applied to all business communications and customer & prospect-facing materials including compliance and security reports, proposals, presentation decks, company signage, trade show apparel, etc…
Strategic re-design of company website. After I researched personas and analyzed our product benefits, I developed structure and worked with cross-functional stakeholders to articulate messaging for the different audiences visiting the site.
Outreach and lead generation using Google Ads, Analytics, email and social media (Hubspot), tradeshows/conferences and sponsored advertising. I wrote and designed the ads & emails and guided/edited social media posts.
Content creation such as videos, white papers, case studies, presentation decks, collateral, e-books, email and display advertising campaigns, and tradeshow booth & support materials. I provided creative direction and managed in-house staff as well as outside agencies, contract writers and production vendors.
Support/enablement for sales & BDR teams such as list acquisition, cold call scripts, team coaching and presentation decks.
RESULTS | Within 23 months new contract revenue attributed to marketing activities increased from about 8% to 25% – 50%. Incoming qualified leads increased 230% and had higher conversion rates from prospect to client.
Persona key messaging and prospect strategic funnel plan from lead generation to engagement to contract close.