ACTS
Role
Creative Lead & Digital Marketing Specialist
As a member of the marketing team at ACTS, a Cloud Service Provider and leading Microsoft Azure Partner, I was tasked with developing and executing a marketing strategy to significantly increase monthly inbound leads and establish the company as a thought leader in cloud consulting.
The Challenge
How do we expand inbound marketing qualified leads (MQLs) by at least 2x while positioning ACTS as a trusted resource for cloud solutions among C-suite and director-level decision-makers in large IT organizations.
The Approach
Diversified Tactics: We adopted a multi-channel marketing approach that included:
Email Marketing: Crafted targeted campaigns to engage our audience and nurture leads.
SEO Optimization: Improved our website's visibility through strategic keyword targeting and content development.
LinkedIn Ads: Leveraged LinkedIn's platform to reach decision-makers with tailored ad content.
Google Ads: Utilized search ads to capture demand for cloud consulting services.
In-Person Events: Organized events to connect directly with potential clients and partners.
Joint Webinars: Collaborated with software providers to deliver informative webinars, enhancing credibility and audience reach.
Tactics & Techniques:
Audience Segmentation: We conducted extensive audience segmentation based on variables such as age, industry, keywords, and behaviors. This allowed us to tailor our messaging and improve engagement rates significantly.
A/B Testing: Implemented A/B testing for various ad formats and platforms, refining our approach based on performance metrics to ensure maximum effectiveness in our campaigns.
Collaborative Efforts
Internal Stakeholders: Worked closely with internal stakeholders to assess and expand our service offerings in response to market demands arising from the COVID pandemic.
New Service Offerings: Collaboratively developed marketing materials and user flows for over 15 new service offerings, ensuring they were well-aligned with customer needs and market trends.
Optimizing for Conversions
By redesigning the landing pages with clear messaging, targeted calls to action, and trust elements—while conducting A/B testing to refine the design—we achieved improved engagement and a significant boost in conversions.
Results
Our efforts resulted in a more than 2x increase in monthly inbound marketing qualified leads, demonstrating the effectiveness of our diversified strategy.
By the end of my tenure, we were successfully generating new leads consistently on a monthly basis, significantly enhancing the sales pipeline.
Our SEO optimization efforts led to a 10x increase in organic traffic, helping drive more high-quality leads to the site and boosting overall visibility in the cloud consulting space.