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Leading omnichannel B2B content for a B2B2C SaaS startup

At a Glance:

Quantitative — 12mo period

81% Content Relationship Management (CRM) contact volume increase

          ~21,000 to 38,000

230% LinkedIn following increase

           900 to 3,000

20+ case studies developed cross-functionally

          repurposed 14 as blog articles

1M+ blog article views

          key articles avg. ~50,000 views vs. <2,000 during periods prior

100% fill rate on event outreach drip campaigns

          (50+ industry events held annually)

$21.2M+ in attributed and associated pipeline​

          (supported by segmented lead-gen flows)

Qualitative

  • Built B2B content engine, managing content calendar, establishing benchmarks, tracking KPIs & consistently optimizing for performance.

  • Managed owned channels’ strategy & execution, in cross collaboration with eleven internal departments (external teams on occasion).

  • ​Supported the launch of a new B2B entity during the private and pre-IPO growth stages.

  • Revamped the department’s overall approach: Value-Add Content. (formerly: industry updates)

  • Developed multiple new multi-channel content series.

  • Created new guides for complex internal operations.

  • Templatized all content initiatives and workflows.

  • Supported full website relaunch.

New Initiative Highlight: New Content Series - from inception to execution and results​

CATALYST

CHALLENGE
The company developed a 12-month goal of establishing itself as a Thought Leader in the retail grocery space. Based on the catalog of content, at the time, the company did not have pieces directly catering to its CPG/General Merchandise manufacturer audience with data-driven, actionable insights offered.


GOAL
Build new readership while establishing the brand as a reliable source of thought leadership.

INITIATIVE

OBJECTIVES

1) Create attention and drive awareness of the data capabilities of the company.

2) Deliver valuable content that is highly shareable amongst teams at client/prospect organizations.


TARGET AUDIENCE

Manufacturers (CPG & General Merchandise Brands)

 

Primary: Decision Makers

  • VP and above

Secondary: Decision Influencers

  • Marketing Managers

  • Brand Managers

  • Media team

  • Promotions team

​​

CHANNELS

  • Owned

    • Website blog

    • Email newsletters

    • Organic LinkedIn pipeline

    • One-pagers

  • Paid

    • Trade publications

    • Social media channels​

​

STAKEHOLDERS​

  • Research

  • UX

  • Sales

  • Biz Dev

  • Paid Media

  • Data Analytics

  • Sales Enablement

Here, I discovered an opportunity. . .

Inspired by the Michelin Guide story (I delivered a presentation on this topic.)

OPPORTUNITIES

1.  The company tracks 3B lines of purchasing data annually, including incentivized and organic purchases. These datasets create opportunities for analysis and insights which can guide manufacturers’ brand marketing decisions: the perfect timing to launch campaigns, get ahead of the curve, capture consumers and retain them long after the season's end.

​

Looking at the internal data, I uncovered clear, year-over-year seasonal trends across categories — these could be used by manufacturers to reliably forecast upcoming purchasing behavior for their own categories. (Ice cream, for example, is intuitive. But what about canned goods, or toothpaste, or baby products? Turns out, the trends are consistent year-over-year.)

​

 2.  Developing and researching our personas, I learned that much of our audience - manufacturers - creates marketing, promotional plans, and campaigns roughly 3 – 4 months ahead of rollout. This lead time informed our publishing timeline.

​

3.  By producing these insights, packaging and delivering multi-channel content to our manufacturing audiences, we could incentivize:

a) Inter-organizational content sharing and maximized viewership.

b) Communications with our company reps for personalized data insights based on more granular factors.

c) Partnership deals and upselling opportunities with our company - perfectly positioned as the solution.

"Win your category"

CONCEPT

To deliver real value, I needed to showcase these historical findings.

​

To do so seasonally made sense:

"Seasonal Trends to Build Your Marketing Strategy"

EXECTUTION

I established 5 major “departments” — a broader way to look at “categories.”

 

Categories = Hot cocoa, canned milk, cat care, and 1k+ others.

Departments = General Food, Beverages, General Merchandise, Health & Beauty, Household Needs.

 

I collaborated with the Data Science team to leverage our analytics platform and learned that much of the process would be manual.

 

I ran queries through Mode to compile nearly 75,000 data points.

I drafted charts in and collaborated on iterations with the Graphic Design team to beautify them:

Original sketch:

Final graphic:

KEY RESULTS (aggregated)

Emails:

Open rate (OR): 32.4%

 

Click rate (CR): 3.44%

 

Click-through rate (CTR) 7.5%

​

Blog articles:

  • Audience Engagement

    • ​Page views: 230k+

    • Time spent on page: 5.21 minutes

  • Revenue​​​

    • Attributed revenue: $325k+​

    • Associated deal revenue: $2.4M+

​

Tier 1 Brand Relationships:

Several Tier 1 Brands became raving fans, and upon request - in partnership with Biz Dev - we built customized monthly reports delivered to their executives' inboxes — elevating the company's positioning as a Thought Leader in the space and driving new partnerships.

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