Global Distributor, Fortune 500
Despite a massive global customer base, marketing campaigns were conducted shotgun style. Limited targeting was done based on industries, but not personas. It was very difficult, if not impossible, to measure marketing results.
Developed buyer personas for key industries, including Construction and Mining. Used buyer personas to develop a full content map for each step in the persona’s buyer’s journey. Identified and prioritized gaps in content, creating new content assets as needed. Promoted using primarily organic methods to drive interest and leads. Created the company’s first ever sales-marketing SLA in alignment with sales leadership.
Increase in monthly leads and MQLs
Increase in Sales Qualified Leads