Successful Pivot to Target Marketing Approach

Situation:

Following a successful ABM pilot in 2023, MGIC needed to segment customers and revise marketing investments to focus on high-value accounts.

Objective:

• Increase engagement from target accounts
• Influence and accelerate sales pipeline opportunities
• Demonstrate clear ROI
• Highlight competitive advantages
• Educate target accounts on industry trends and solutions

Action:

• Developed targeted marketing plan for high-value segments
• Leveraged martech platforms for personalization
• Created exclusive content and webinars
• Implemented customized website experiences
• Aligned sales and marketing efforts

My role included:

• Led marketing strategy and creative direction
• Mapped customer touchpoints across channels
• Designed digital experiences to boost engagement
• Managed implementation of marketing initiatives
• Analyzed results and adjusted strategies

Results:

• First webinar: 30% live attendance, 80%+ engagement with recording
• Email drove traffic; programmatic ads had higher conversion
• Sales team task completion improved from 75% to 87%
• More agile marketing process with faster feedback loops
• Increased focus on high-value segments, eliminating wasted efforts

Key achievements:
• Rapid ABM implementation with a small team
• Successful webinars on pipeline growth and market conquest
• Popular homebuyer profile infographics
• Significant improvement in sales team engagement

This project demonstrates my ability to lead complex, data-driven marketing strategies that align with business objectives and deliver measurable results across multiple channels.

Sampling of deliverables:

Visit the "home base" landing page >

Exclusive webinars:

Repurposed webinar as a podcast episode: