As a marketing manager and project lead, I’ve had the privilege of working with dozens of creatives, designers, engineers, executives and other professionals to bring ideas to life, and goals to fruition. Here is a sampling of that work.
Landing Page Conversion Optimization for Lead Gen
Few things have an impact on B2B lead generation like a strong landing page that has been optimized for conversions.
This landing page was linked to a Google PPC campaign targeting visitors in the Awareness stage. They were researching and looking at all their options.
Since there is no such thing as the “perfect” landing page, or “perfect” conversion rate, you have to test, and test often.
My preferred platform for this is Unbounce, with its robust editing, testing, and lead capture tools, and ability to sync with multiple types of marketing automation tools, including Salesforce and Campaign Monitor. It’s also easy to add UTM and GCLID tagging so leads are tracked to sales easily.
Over time, I was able to build landing pages with conversion rates in the 5% -12% range, well above industry standard, especially for a top-of-funnel campaign.
Responsive Email Marketing
Email continues to be a preferred method for businesses and clients to connect. In particular, a well-crafted email that gives customers something of value will be well-received.
Case in point, this “double upgrade” email campaign to Melco clients was highly successful. By inviting them to upgrade their older software to the current version, subsequently qualifying them for a bonus upgrade to a future software level, many clients got the message that Melco is here for them now, and also in the future. They also felt special by being an “insider”, receiving notice of a pending software launch well before it was announced publicly.
Click Through Rate for this campaign was 14.6%, at the top of the range for email campaigns targeting the Melco customer segment.
Director: Melco EMT16X Video
As director of a video announcing this new machine, it was my responsibility to ensure that the benefits of EMT16X were clearly communicated. Additionally, we wanted the people behind the machine and software have a chance to get on camera and deliver a message to the audience explaining first-hand how advancements in technology and the people behind the Melco brand can help make them successful.
Through collaboration with the CEO, engineers, sales team members, and one of the best producers in Colorado, we were able to work as a team to schedule interviews and video shoots, write script, and pull together an outstanding video that built trust and invited people to learn more about how this machine is an excellent investment for any embroidery business. Watch the video.
Director: Melco EMT16X Photography
These awesome looking machines lend themselves nicely to beautiful photography. As lead on this project, I was tasked with making the viewer imagine this machine in their shop or production facility. Not only that, these photos needed to show that Melco machines and software are capable of producing high quality embroidery on the hats, jackets, and other apparel and clothing items that they sell.
In addition to that challenge, shooting these machines in multi-head configuration starts to push the limits on space that was available to our team at the time. With creative use of back drops, lighting, and post production work to isolate the machines, we made it possible to drop in a more suitable background.
Selecting a wide variety of unique and colorful products for embroidery was also important. For that, I hit up the applications team to help produce outstanding embroidery on everything from hats to tote bags and dog leashes.
Live Chat with DRIFT
When I discovered DRIFT through their Conversational Marketing book, I knew that B2B marketing and sales at Melco could see huge benefits from this robust platform to quickly engage prospects and customers in real-time on our website.
One of the biggest advantages with DRIFT; direct Salesforce integration, so connecting visitors with the right team members at the right time is seamless. Additionally, tracking the influence of live chat on sales opportunities is simple using the built-in dashboard.
The impact on sales was immediate, with steady growth over time. Drift Live Chat influenced about $1 million in sales pipeline in the first 11 months, with plenty of room to grow.
Facebook Live Demos
A big part of the Melco value proposition is client connection. I initiated a webinar program, then quickly switched gears to Facebook Live when I realized how much easier it was to reach our audience with live demos on the social media giant. With a following of 25,000 and growing, it just made sense to leverage this channel, in collaboration with the training and applications team. They now run three live sessions per week, focusing on various aspects of embroidery, digitizing, and digital printing.
Net Promoter Score
The Ultimate Question: How likely is it that you would recommend Melco to a friend or colleague, and why did you give that answer?
The answer to that question, on a scale of 1–10 revealed whether or not a given client is a Net Promoter, Passive, or Detractor. The process of conducting a simple survey asking this question reveals the Net Promoter Score. The score was used to gauge client perception of Melco products and services. Net Promoters are ecstatic, and more than happy to share their positive experiences with others, helping the business grow organically, and perhaps most importantly, delivering the greatest ROI margin that can be expected from any marketing campaign.
It’s common knowledge that taking care of clients is important, but this system gave insights through a quantitative measurement that reveals where an organization is positioned on a scale, and where to focus and prioritize investments in marketing, customer service, sales, operations, personnel, and more.
With over 400 responses, a completion rate of 100%, and detailed information about why clients gave their score, this survey was highly successful and provided valuable insights about what the company is doing well, and where improvements could be made.
JP Marketing & Design 