SOCi Inc.
Demand Generation, Growth Marketing, and Account Based Marketing
Highlights
- Led the company’s 2 most successful sprints in its history with conversion rates of 7% and 8% respectively
- Took it upon himself to plan and execute a direct mail campaign against leadership’s wishes that resulted in 8 discoveries, 4 opportunities, 1 new client, and 78K ARR (out of a send to 227 recipients at 108 unique accounts), CPO and CAC came in under target; had it been unsuccessful Scott had promised to pay for it out of pocket, now the company executes 2 or more direct mail campaigns a quarter
- More than $27 Million in Pipeline ARR (of $31 Million) Influenced in 2022
- 380 Fractional Opportunities (of 413) Produced in 2022
- Average Email Open Rates of 29% with Average Click Thru Rates of 5% and Reply Rates Exceeding 10%
- My Vertical Exceeded All Goals in 2022
Role Overview: I oversee the day-top-day marketing operations for one of 7 business units in our company. Our primary approach to marketing up until December 2022 was Account-Based Marketing (ABM), where the goal is to “shoot high percentage shots” based on marketing data gathered through our own platform and 3rd party platforms like 6sense. Our application of ABM is highly personalized and very collaborative with our sales teams. I often write emails, paid ad copy, and marketing collateral that the sales team deploys. Beyond this, I analyzed data and managed reporting on a daily basis to ensure we’re well informed, optimized, and aligned. I also put together an internal marketing kit for the sales team I worked with so that they can easily find and access any content we’ve already created or whatever sales materials that they may need. On this page you’ll see all of that, some campaigns, and metrics that back up my claims.
Sprints
Every quarter we execute two 6-week sprints that consists of 15 prospect accounts per salesperson. Sales are required to hit a minimum of 2 touchpoints per contact per week. In my role, I build the cadences that the sales team follows to meet these touchpoint requirements, an example of this (with result metrics) is the image below (left). I’ve personally copywritten all of the touches in these cadences. The results have led to the 2 most successful sprints in company history (Q2S1 2022, Q2S1 2023). Our KPI is account-to-opportunity rate (A2O%); in these 2 sprint campaigns we saw a 7% and 8% A2O rate (company average is 4.31%). You can see some of these real results below this (right).
Creative Examples
In this role, I’ve not only written, but also, designed content pieces for our touchpoints. Below are a few examples of that. First, this is a landing page that recipients can get to via QR code at events, email link, and paid search/display ads. Second, this is a marketing campaign email sent by marketing (me) to reengage prospects. Third, this is a direct mail piece consisting of a St. Patty’s Day themed can of mints, a sell sheet, a QR code, and a message from the team. Fourth, this is a long form content piece used in Syndication, handed-out at events, and also lives on a landing page we direct traffic to via email, search ads, and display ads; view it here.
