CASE STUDY
Building a Multi-Channel Campaign that Converts
How I designed and executed a multi-channel campaign that exceeded MQL goals by 26%.
CHALLENGE
Our supply chain emissions product had a strong product-market fit in both manufacturing and retail, but we weren’t generating enough pipeline from these verticals.
goal
Generate 50 net-new Marketing Qualified Leads from the manufacturing and retail verticals and convert those into 5 intro calls over one quarter, with a budget of $20,000.
APROACH
I designed and executed a multi-channel campaign targeting companies within these segments, focusing on highly relevant pain points, like gathering data from suppliers and engaging them in decarbonization activities.
The campaign included:
➜ Paid advertising to drive awareness and content downloads
I built and ran top-of-funnel ads on LinkedIn as well as manufacturing and retail industry websites, writing all ad copy, designing all creative, and managing the $20K budget.
Example Single Image Ad
Example Document Ad
➜ Multi-touch nurtures to move prospects down the funnel
I wrote follow-up emails and built them into automated nurture workflows in HubSpot and ran retargeting ads on LinkedIn that shared content like case studies and product information to drive prospects further down the funnel.
Example Single Image Ad
Example Message Ad
➜ Live webinar to create a key sales touchpoint
I coordinated a panel webinar on supplier engagement best practices, managing all logistics and securing a manufacturing client and retail partner as speakers who discussed how our platform and combined offering helped address these challenges. The webinar served as a key touchpoint for sales to introduce themselves and begin bottom-of-funnel outreach. Click below to view the webinar.
➜ Sales enablement materials for prospect follow-up
I created LinkedIn messaging templates and email sequences for the sales team to engage prospects, especially webinar attendees, sharing bottom-of-funnel content.
RESULTS
The campaign generated 63 net-new MQLs (126% of goal) and converted to 8 intro calls (160% of goal), while staying within budget.
Jenny Jones
Colorado Springs, CO
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