Marketing Dashboard

I created this Marketing Dashboard at Idera to track performance vs goals on a weekly basis.

And, a more detailed view showing the trend by channel:

Free Trials as Secondary CTA

At Idera, we had a very well-attended monthly webcast series for each of our product lines (SQL, SharePoint, PowerShell). We sent out a monthly invitation and reminder for each webcast. To increase product trials, we added a secondary product trial call to action to our webcast e-mails, like the one below -

With this change, we saw ~100 product trials per month from our webcast e-mails, up from only a handful each month previously.

Emails

At Idera, we planned our e-mail calendar to send 1 blast per week to each segment of our database (SQL Server, SharePoint, PowerShell). Our goal was to incent recipients to download a free 14-day trial of one of our products. Here is a sampling of e-mails in which I wrote and/or edited the copy:

Unsung Hero Contest

When we were first becoming active on social media, we wanted to host a Facebook contest to get our customer base more engaged.

SQL Server DBAs are often the unsung heros of their organization - when everything is going well, no one knows they exist. But, when something breaks, they are under the gun to fix it, and fast.  So, we launched an "Unsung Hero" contest where we invited our community to post stories of how they were the hero (ideally, featuring how they used our products). They were free to post their story in whatever format they liked - video, prose, graphics, etc. We were pleasantly surprised to see how creative SQL Server DBAs could be!

Banner ads promoting the contest:

And, two of the better contest entries:

Our winning entry was this video entry:
https://www.youtube.com/watch?v=DSi78sfbIyU

Corporate Branding

I worked with our graphic designer to develop a new "About Us" section on the website that would convey the personality of our company.

Here are two of the sections that gave insights into the company culture:

 

Tradeshow exhibit

At Idera, the annual SQL PASS conference was our biggest event of the year, and the venue where we usually announced major product launches, etc.

In 2011, we were launching a new mobile version of our performance monitoring tool. My team created this "Get a Life" campaign to convey the advantages of being able to monitor and take action to resolve problems without having to go back to the office.  We received many compliments on our booth presence that year!

Here's a sampling of the deliverables:

 Conference guide ad:

T-shirts: (given to those who saw demos in the booth):

Back of booth (which faced the lunch area):

Writing Samples

I worked with a client to draft this blog post announcing their new product launch. The client provided a first draft based on the product positioning document and I edited to include technical details from other technical documents, and to give it a more informal tone.

In 2011, we were launching a new SharePoint migration product. We worked with a well-known author in the SharePoint space to create a whitepaper on SharePoint migration. Our author provided the technical content and I edited, came up with the title, developed the "Top 10" section headings and added related product information in the side bars.
Results: We generated over 1500 download of this whitepaper in the first 3 months of promoting it.

Google Analytics Conversion Tracking

For a recent client, I worked with their web developer to set up conversion tracking in Google Analytics and I created custom reports to view the data.

This screenshot below shows the number and % of visitors to specific pages on the website who clicked the Product Trial call to action.



































Drilling into a specific page then shows detail by traffic source so I can see which traffic sources are showing the best conversion rates.

And, drilling in further will show me traffic and conversions from specific sources within each traffic category, i.e. specific Advertisers.