• Achieved a +30% inbound marketing contribution goal by collaborating with Sales to implement Salesforce lead scoring & Eloqua CRM strategy, with financial impact reporting & sales/marketing alignment training
  • Raised the B2B website’s lead conversion rate by 2X to hit overall Thomson Reuters benchmarks by working cross-functionally to bring new copy, layout, and content that reduced friction and improved clarity & motivation
  • Saved over $100K annually on a $330K global marketing budget by influencing leadership across Thomson Reuters BU’s to move our marketing automation onto more well-supported Finance & Risk team’s instance
2X
website’s conversion rate

Michael W.

Mayple Vetted

expert

The Challenge

As one of the world's leading news agencies, Reuters goes "back to the start, where there’s no bias and no agenda to tell the real story," thereby providing a critical service all Reuters employees deeply believed in. Yet as a small business unit in shrinking industry (Publishing) within a large company (Thomson Reuters), the news agency was severely limited in both staff and budget.


My challenge was to help grow revenue through the digital marketing channel for the news agency with only $100k-$200k budget and no staff support within the new agency.

The Process

My process was twofold:

  1. To build alliances and work cross-functionally with other, more well-funded business units to leverage tools, partnerships, etc. that would allow us to get more out of the limited resources we had
  2. To modernize Reuters marketing engine so we got more conversions, larger contracts, higher LTV out of the capital we did have to deploy

The Solution

  • Achieved a +30% inbound marketing contribution goal by collaborating with Sales to implement Salesforce lead scoring & Eloqua CRM strategy, with financial impact reporting & sales/marketing alignment training
  • Raised the B2B website’s lead conversion rate by 2X to hit overall Thomson Reuters benchmarks by working cross-functionally to bring new copy, layout, and content that reduced friction and improved clarity & motivation
  • Saved over $100K annually on a $330K global marketing budget by influencing leadership across Thomson Reuters BU’s to move our marketing automation onto more well-supported Finance & Risk team’s instance
Skills Used

Other,Marketing Strategy,Web Development,Branding,Copywriting,Content Marketing,CRO

Industry

Art & Entertainment

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