Community-based marketing in B2B
The Project
As a pioneer member of a young marketing team within a rapidly growing digital agency, I’ve contributed to key processes such as defining the buyer’s journey, primary personas, and the brand narrative. I also play a marketing generalist role, tackling numerous tasks simultaneously.
Main challenges: defining processes, guidelines and marketing aligned to business goals in a company in full growth with ever-changing priorities.
Main learning: navigate an industry change from the government (G2C) to the tech industry (B2B). Balancing focus between strategic management and marketing routine operations.
The Results
I appeal to a combination of my communications expertise and project management skills to:
- Manage the webinar program from brief to post-event lead nurturing, being our top-performing lead gen tactic.
- Create nurture campaigns and email flows in Hubspot.
- Implement SEO fundamentals to ensure the creation of optimized content
- Develop and manage content tactics for B2B: in 2021, I spearheaded the content calendar strategy.
- Create nurture campaigns and email flows in Hubspot.
- Implement SEO fundamentals to ensure the creation of optimized content
- Develop and manage content tactics for B2B: in 2021, I spearheaded the content calendar strategy.
- Close processes gaps: I established a brief-to-writing pipeline which enabled our copywriting team to scale in resources and production capacity. I coordinated the Lead Management Framework definition between Sales and Marketing.
Community Ambassadorship
Additionally, I actively support the success of our marketing projects via community engagement.
- I keep track of conferences and events relevant to our key industries, collaborate with SMEs to co-create innovative session topics, and plan their submission to international conferences.
- I also invest 10 hours per week volunteering in open-source and non-profit associations where other key industry players participate, building relationships and harvesting industry intelligence.
- I also invest 10 hours per week volunteering in open-source and non-profit associations where other key industry players participate, building relationships and harvesting industry intelligence.
I have significant exposure to the whole team and aim to support the whole organization through this unique vantage point (including recruitment efforts via community networking).
Read more about my experience in my blog post "How I discovered Open Source and Drupal"