One of my proudest demand generation accomplishments is drafting, creating and deploying this nurturing email series via the Marketo marketing automation system to highlight the entire HumanConcepts product line—helping move, i.e., nurture, a prospect from one solution to the next.
The campaign flow is triggered by a prospect entering our sales funnel from an online form, webinar or other lead capture activity. Thought leadership whitepapers and colorful product tours are the key assets in play.
Nurture Path Sequence
Individual Emails and Assets
Visualize
Plan & Model
Transition
Channeling my journalism chops, I wrote a product marketing customer profile series—Superior Solutions—to sell Computer Associates accounting and business software. CA's corporate tagline at the time: Software Superior by Design.
Sourcing a hockey puck proved the biggest challenge for the Knicks/Rangers piece; dining at Joyce Goldstein's fondly remembered Square One proved none at all. Spreadsheet-wise, SuperCalc once had a significant market share. Notice the classic Ogilvy on Advertising print ad layouts I asked designers to apply to Royal Court and Greenpeace pieces.
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