Integrated Demand Generation Program for IT Professionals

Executed an integrated demand generation campaign using multichannel marketing to drive 70,000 site visits, resulting in a 7% conversion rate for leads and a 5% conversion rate for paid subscribers.

The DevOps Tools campaign targeted both B2C and B2B audiences. As the marketing manager, I oversaw the entire strategy and execution, ensuring seamless integration across multiple channels, including SEO, paid search, paid display, paid and free social media, and a centralized content hub.

The strategy was crafted based on the jobs-to-be-done framework to address the specific needs of advanced beginners and senior professionals in DevOps. The campaign featured high-quality content such as detailed blog posts, an in-depth whitepaper, a practical cheat sheet, a template library, and an engaging sizzle reel. These pieces were housed in a central content hub designed to facilitate content bingeing and increase user engagement.

Key elements included personalized demos and sales calls, leveraging tools like LinkedIn Sales Navigator for precise prospecting. The campaign's execution focused on SEO optimization, targeted paid ads, and engaging social media content, all aimed at meeting the just-in-time learning needs of the audience.

Using this integrated approach, we saw a 30% increase in content engagement, a 15% reduction in bounce rates, and an improvement in lead quality, with a cost per lead of under $20.