Performance Marketing: Meta Pro Team

Customer Relationship/Lifecycle Management

CRM Campaign: Mapping, Segmentation & Content Engagement

• Company
  Explori
• Date
  2023
• Role
  Growth Marketing Manager

Explori is an events tech company in the UK, serving multiple countries across the world. The company has three main products and service: Explori, Maxbi and its research service. 

Maxbi is a first-of-its-kind post-event measurement platform that gives insight into exhibition activities, helping event professionals track and measure the impact of their exhibit activities. Explori, on the other hand, empowers corporate event leaders with simplified feedback, proven research, and easy-to-understand dashboards for strategic decision-making. This doesn’t cover the research service.

Objective

I started this campaign at a time when landing page views and conversions were pretty low, user experience was poor and the internal mapping between the marketing and sales team wasn’t exactly seamless. So, this project was aimed at three things:

1. Refining the landing pages for easy lead generation.
2. Mapping leads and MQLs to the right contact owners, with the right notifications and tasks
3. Building and triggering workflow campaigns to engage contact and elicit actions, especially demo.

Refining the landing pages for easy lead generation.

This was literally the first step of everything that needed to be worked on, and since the website was built primarily on Hubspot, a tool I was very familiar with, I decided to update every single page of the website. I focused on:

Better copywriting for the entire website, ensuring a smoother user experience and that it aligned with business objectives.

Optimised resource page beyond the initial pages which just included forms. This time, each “download this resource” page had its tailored content which included testimonials, sales copy and CTAs. This is an example of one of such pages. Beyond the landing pages, I also wrote new and updated every old article, and updated every form as well to capture the right data.

Data Analytics Integration on all pages to be sure of what’s working and what’s not. This included using heat mapping to understand which page was getting the most traffic, and then compare with conversions.

Lead mapping with the right attributes

Here, I focused on mapping leads and MQLs to the right contact owners, with the right notifications and tasks set up for the sales teams. I focused on:

Source updates for every incoming lead based on where they’re coming from. This wasn’t earlier done, but knowing how much this will help us measure lead quality by source, I created a source attribute to identify this.

Updated forms and CTAs to trigger the right source updates earlier mentioned, and also to trigger the right workflows set up for the lead mapping. I then set up a master form on Hubspot, that could be cloned easily for newer forms from other team members, while still retaining important settings.

Automated Hubspot Workflows triggered by incoming leads via any channel, branched on the important attributes. This helps to determine the contact owner to be automatically tagged with, set tasks and notifications for the owner as well for next steps. These workflows also automatically set lead status and lifecycle stage for the leads.

Workflow campaigns for lead engagement and conversion.

Having updated all the pages, created a smoother inflow of leads, and set up the right automation for mapping, then it is very important to focus on what happens next.

Once the leads have been generated from any channel, I built two workflow types that ensured they were kept in the right information loop. These are:

Theme-based content workflows that continue to educate, engage and refer more resources to leads based on the resource that brought them in. So, if any lead downloads any guide or report, they trigger a relevant workflow that keeps them engaged within that topic.

Always-on content engagement workflows that primarily engage and educate both cold leads and hot leads, to keep them warm and/or to trigger the MQL stage, before handing them to the sales team. These are sorted based on organiser type, such that the same segment of people get the same type of content.

Results and Learnings

Within two months of updating the pages, we recorded 2x page views which impacted on submissions as well, as seen in the image below.

Engaging leads also increased traffic to the website, improved the Lead to MQL to SQL time, and most importantly, led to more demos being scheduled.

Finally, beyond setting up Hubspot analytics, GA4, GTM and and GSC, using heatmaps also helps us understand what pages are being visited most for further optimisation (as seen in the images below)

Tools Used

Hubspot – as the primary CRM tool

Figma – for designs

Canva – for quicker designs

Asana – for collaboration

Microsoft Teams – for team communication

Google docs – for documention

VWO – for heatmaps

GA4, GSC, GTM – for analytics

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Performance Marketing Campaign

Ads Campaign for User Growth

• Company
  Cowrywise
• Date
  2022
• Role
  Growth Marketing Manager

At Cowrywise, two major things mattered to the marketing team—acquisition and AUM growth. This was why I had to launch performance marketing campaigns when the idea came to the table, three months after joining the team.

I welcomed the idea immediately, knowing strongly, from past experience working with the Meta Pro team, that the campaign would be a major driver of the metrics that really mattered to us as a team.

My Role

I worked directly with Bram Voets who was at the time, a Senior New Business Strategist at Google to launch the Google ads campaign for Cowrywise.

I managed the entire planning and strategy process for keyword research, competitor research, copywriting, and the ad setup, as ads had never been run actively by the team before then.

Also, performance marketing comes with daily optimisation, budget shifting, new campaigns and ads setup, and analytics. I managed the end-to-end process of that, with frequent reports to both the team and the stakeholders.

Beyond that, I collaborated with my colleagues to ensure every important metric that needed to be tracked was in place.

Testing and learning were a major part of this process. Constantly tested new ideas and strategies towards better performance, while still sharing updates with the team.

Results and Learnings

Cowrywise had less than 300,000 users in March 2021 when the campaign started, but the number of users grew rapidly by 100% in 12 months. While all organic channels remained actively participatory in this growth, these were the only paid channels we used.

By March 2022, we already recorded over 600,000 signed-up users. Also, I optimised for a cost per result of less than $1, which was absolutely amazing when the industry average is over $2. This took months of continous optimisation to achieve.

The percentage ratio of install to first action (successful plan creation) stood at 30% after continous optimization, which had enough room be better.

This led us to onboarding an attribution partner (Appsflyer, Adjust) to understand the user journey across our platforms, which should have come pretty much earlier – a lesson.

Tools & Platforms Used

Google Ads Campaign Manager
Facebook Ads Manager
Ads Reporting Tool – For Facebook and Instagram reporting
Firebase – To track dynamic links
Metabase – For app attribution and measurement
Google Analytics – For web measurement
Adjust, Appsflyer – For app attribution
Coda – For documentation

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Read through the works I’ve done, results I’ve achieved and also platforms I’ve been on. Got questions? We surely can get on a call.

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Speaking Engagements

Speaking: Growth, Content, Stories.

• Company
  Digital Market Woman
• Date
  2021 – Date
• Role
  Growth Marketing Manager

Speaking at events is an avenue to give back to the community, to share what I have learnt with beginners or other professionals, and most importantly, to learn from and network with others as well.

Over the past four years, I have consistently spoken at multiple events, on different topics revolving around marketing. And I always ensure to represent my company (whichever one I’m employed with at the time) quite actively.

A List of Selected Speaking Engagements

I spoke at Growth School, a leading tech education platform in India that partners with the top 1% of instructors to create high-impact cohort-based courses on personal and professional growth for learners all over the world. I spoke on User Focused, Hands Free—The Future of Content Marketing. Also wrote a brief article on the topic.

Tap here to view my slides.

I had a session with CommsQL about my marketing journey. The organisers asked for an engaging session that only discusses my career path and the possible steps participants could take from that, as they were mostly newbies in marketing.

I decided to try out an interactive-slide style of presentation. 🎉 I always have great slides, but I enjoyed the storytelling in this presentation so much. This slide had 123 pages! Was it worth it?

Tap here to view these interactive slides on Pitch.

I participated in a panel discussion at the App Growth Summit London on one of the hottest debates in Marketing. 😅

Should a business focus on building a timeless brand image or should it prioritise immediate performance-driven results?

I shared the stage with three experts to discuss this, and it didn’t take long for us to find a common ground—balance. 🤝

As a business, it’s easy to get lost in the thrill of instant acquisition. But let’s not forget, the long game is where the real magic happens. Retention, brand advocacy, referrals—these are the metrics that truly matter down the road. So while you’re aiming to get quick conversions with performance-led campaigns, it’s important to consistently tell stories that keep your brand top-of-mind whenever a buying/referring decision is about to be made.

And yeah, I love how the conversation revolved around storytelling. Opinions are formed about your brand no matter what—the question is, are you in charge of the stories being told?

Treford is an EdTech Startup in Nigeria that enables African youths to develop no-code tech skills through live training, boot camps, masterclasses, and webinars.

I was a tutor in two of these masterclasses. I taught primarily on Brand Storytelling, which explained how to build a usable brand narrative touching on data-led storytelling, building a great storytelling strategy, and adapting brand storytelling in marketing.

Tap to check out the slides.

Treford Africa made a post in 2023 about Inspiring Product Marketers to Follow, and I made the list!

They referred to the list as one of “super professionals who create demand for products, acquire customers and ensure user retention. If you’ve been looking for product marketing managers to connect with, there are professionals you can get inspiration from, connect with or model your career after.”

Check out the full list on LinkedIn

I initiated a knowledge sharing session at my current workplace, Explori. This was a presentation to help us understand how bias can impact our work as a team, and to learn how to leverage it the right way for more effective collaboration and results.

Tap to read my slides.

Yup. There’s more…

See my LinkedIn

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Read through the works I’ve done, results I’ve achieved and also platforms I’ve been on. Got questions? We surely can get on a call.

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