MARKETING AUTOMATION - INFORMA

Uniting the most influential fashion retail decision-makers and the world’s top fashion brands, Informa Fashion serves the $1 trillion+ global fashion industry through comprehensive marketplaces in New York (NY Men’s and NY Women’s), Las Vegas (MAGIC) and Japan (MAGIC Japan).

Informa Fashion was looking to push attendees and Exhibitors to its tentpole major shows. This required a thorough marketing automation plan to segment attendees to ensure they were receiving communications during lull months and lower activity. This led to an ALWAYS ON strategy.

CHALLENGE:

A Salesforce database of over 500,000+ names needed to get segmented by job titles, industry, & relevant profession in order to receive the proper email communications.

ACTIONS:

Segmented database by creating tailored lists in Marketo. This was done by syncing contact information from Salesforce, based on the profession of the contact.

RESULTS:

Tailored messaging could now get sent to attendees that resonated with their job industry. This improved the email click-thru rates by over 27%.

MARKETING AUTOMATION - PATIENTPOP

PatientPop drives results for practices with a platform we’ve designed specifically for providers, focusing on the critical areas of practice growth, from a superior web presence and SEO to proven content marketing strategies. All from a single solution.

CHALLENGE:

PatientPop had a list of almost 10,000 non-engaged leads. The challenge was to see if any leads could be re-engaged and added back into marketing communications.

ACTIONS:

Cold leads were warmed back up by sending evergreen blog content, white papers, and helpful communications. This required building a sequence of extensive decision flows and actions. By establishing MQL parameters, I was able to segment the engaged leads from the leads that remained dormant.

RESULTS:

Generated $75k in revenue from leads considered closed/lost.

Established a boilerplate for PatientPop to use for future nurture campaigns.

MARKETING AUTOMATION - SOFTWARE SKILLS

Managed databases in CRM that ranged from 500,000 - over 1,000,000 within the database.

Software experience includes:

MARKETO

HUBSPOT

SALESFORCE

PARDOT

MAILCHIMP

KLAVIO

SHOPIFY