Customer Lifecycle experience
In the past 4 years of my career I have applied all my knowledge of demand generation and digital marketing to increase the revenue and retention of existing SaaS customers. In this function, I have worked as both an individual contributor and a leader of small teams, developing resources and programs that produce continuous value.
Customer engagement strategy | Frontify
All together, the customer lifecycle marketing campaigns I led at Frontify produced massive results for the business. Through consistent promotion of the marketing collateral I produced, I was able to engage 70% of the customer base and generate 14x ROI in tracked revenue pipeline influence for existing business.
Frontify Foundations webinar series
Shortly after joining Frontify, I realized a need for content that thoroughly markets our full product suite to customers. To accomplish this, I created the Frontify Foundations webinar series and promoted three live digital events from July 2023 - March 2024. The webinars were well-attended by 50-60% of our customer base and led to over $200K in revenue pipeline from existing clients. The series is also promoted on-demand through triggered lifecycle communications during the customer onboarding period.
Customer email programs | Aircall
I built out the first year of lifecycle emails for customers at Aircall. The email series starts during the trial experience, then continues into onboarding before moving on to more complex topics that come up later in the customer journey (like call quality, and integrations). The programs are aimed at educating customers on various product features through marketing content, like on-demand webinars and other resources.
In-product onboarding messaging | Aircall
In conversations with various commercial stakeholders at Aircall, it became clear that the onboarding period should be the main focus of our in-product messaging strategy. To support this, I built out several triggered messaging campaigns using Intercom, geared at enabling customers to explore and learn Aircall on their own. This strategy helped to increase product adoption while also relieving the burden of education from the customer success team.
Onboarding product rollout guide | Frontify
Frontify is brand engagement product that is typically implemented by enterprise brand teams, but is best used as an internal resource to be shared company-wide. Since a successful launch of Frontify’s product is crucial for customer retention, I worked with an agency partner to develop an in-depth guide called “7 key tips for a successful brand portal rollout.” The guide is heavily promoted during the customer onboarding period and receives hundreds of consistent views per month.
On-demand video library | Aircall
To engage and educate customers at scale, I created an on-demand video library that lives on the Aircall website. This includes the production and promotion of the first 13 videos that were added to the page. Through regular in-product and email messaging, I directed product users to this library of high quality webinar and product explainer videos, generating thousands of unique views. The library is regularly updated by the Aircall team and continues to serve as an engaging customer resource long after my departure from the company.
Customer reviews blog contribution | HubSpot
While at Aircall, I built a powerful customer review program and committed my team to personally responding to every single review we received. HubSpot took notice of our strategy and asked me to contribute to a blog post about how to thoughtfully respond to reviews online. The article was later picked up by Newsweek and my example was called out as an exceptional display of customer empathy.
Customer resource portal | Aircall
To support self-service customers and create an engaging experience with our best marketing resources, I built a customer resources portal on the Aircall website. The portal link is promoted heavily during customer onboarding, but also serves as a robust resource for customers regardless of their journey stage. I worked closely with our design and web development teams to create a user-experience on the page that accomplished our messaging goals without overwhelming visitors.