Developing a Go-to-Market strategy for a new product
Participated in the identification and development of a free trial tool to capitalize on an emerging customer segment to expand business capabilities and bottom line.
· Participated in customer interviews and due diligence to assess pain-points and product market fit of hypothesized new tool.
· Created go-to-market strategy including a paid social strategy and a drip email campaign to 30,000 contacts notifying them of the new capability.
· Developed and implemented marketing automation, through Pardot, to onboard and educate new sign ups on the new tool while also encouraging conversion at key stages of the experience.
· Created content around critical keywords relevant to new tool to ultimately rise to the first page within Google’s SERPs.
· Oversaw retrospective on success of new tool, structured with a start, stop, continue framework to assess additional investment in initial hypothesis.
