The result from the initiative above is that the company google search and display presence using different strategies to promote content and drive forward demo requests for the flagship product coupled with campaign tracking, allowing for a steady generation of 150 quality leads quarterly for the business on a budget of 60 K CAD quarterly. It also allowed for an average pipeline generation of 400K CAD of opportunities spanning 3 different business groups of products.
The challenge at Security Compass has been to implement the demand generation channel of google ads search and display that work in bringing the right quality of leads, nurturing these leads into marketing qualified leads, and ensuring correct pipe generation is created by providing the right data to the sales teams from marketing campaigns. The challenge also involved constantly auditing demand gen channels such as google ads. It involved creating lead workflows/ nurture programs to generate marketing qualified leads that had quality, and supporting the lead hand-off process, and ensuring the pipeline was generated and tracked for future campaign success.
The process implemented in this role as a Campaign Manager for demand generation spanned the duration of about a year. It involved the following:
The result from the initiative above is that the company google search and display presence using different strategies to promote content and drive forward demo requests for the flagship product coupled with campaign tracking, allowing for a steady generation of 150 quality leads quarterly for the business on a budget of 60 K CAD quarterly. It also allowed for an average pipeline generation of 400K CAD of opportunities spanning 3 different business groups of products.
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