ikeGPS
A respected name in the grid infrastructure data acquisition space needed help scaling sustainable content and taking its lead generation strategy up a few notches.
Building off a strong go-to-market plan for electric utilities, we set out to establish IKE as the leading source of expertise in their field, launching and managing the IKE Wire blog and a consistent stream of highly-attended webinars.
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Helped develop a robust annual marketing plan that was vertically focused and included tactics like content creation, website enhancements, advertising, email marketing, events, and PR.
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Responsible for leading a marketing ops vendor team in developing clean and distinct lists for each audience segment.
Using a combination of existing data and acquired target contacts from Zoominfo we were able to successfully launch highly effective campaigns. -
Managed nurture campaigns, customer communication, newsletter sends, webinar promotion, and event awareness using IKE’s integrated Salesforce and Marketo database.
Video: Animated Solutions Offering
The joint use process was identified as a strategic way to target all three of IKE's primary vertical audiences: electric utilities, communication companies, and engineering firms. I was responsible for the storyboarding, editing, animation, and narration duties to quickly get this video into the marketplace.
Webinars
My team created IKE’s first successful thought leadership webinar and developed a scalable webinar strategy that proved highly successful in producing quality leads using live and on-demand webinars.
I led the promotional efforts to generate webinar registrations via email, organic social, and PPC advertising with several channels. We averaged over 400 registrations per webinar, no small feat for a mid-size B2B SaaS company in the electric utility space.
I also assumed the technical director role for live webinars and edited and automated pre-recorded webinars for an engaging on-demand experience.
Content Marketing: The IKE Wire
Developed sustainable content marketing programs using in-house experts and data-driven insights. The IKE Wire housed case studies, articles, ebooks, and webinars. The IKE Wire newsletter was grown from the ground up to over 2000 subscribers in less than a year and a half.
Events & Tradeshows
Provided logistical sales support and management for live events. I was also responsible for designing and producing event collateral like IKE “Field Fuel” granola bars and a variety of pull-up banner kits and booth displays large and small.