Client/Partner: MarkMonitor
Role: Initiator and architect of lead gen email kit redesign
BACKGROUND
MarkMonitor heavily relied on its outbound marketing programs to fill its sales pipeline. Outbound marketing consisted of promoting webinars, case studies, reports and other materials via emails sent to marketing lists. However, the design of the emails was impeding responses and needed to be improved.
Tactics
· Audited and analyzed company and competitor email communications to define problematic issues with existing templates. Identified multiple issues including buried calls to action (CTA), expansive copy and a heavy reliance on images.
· Secured stakeholder buyoff of proposed redesign and optimizing solutions.
· Overhauled design to enhance CTA and streamline benefits and message.
results
· Amplified lead generation by 58%.
· Aided in inbound lead increase of 238% and surpassing marketing lead quota every quarter.
· Increased conversions and improved engagements.