B2B TECH MARKETING PROJECT · 02
Demand Channels Built Around Handoff
Search, email and event touchpoints planned around the context sales needs to continue the conversation.
THE COMMERCIAL SETTING
Business Context
A B2B education technology business needed to create demand before, during and after a major industry event.
- → Niche category
- → Institutional buying process
- → Limited-budget acquisition
WHAT BLOCKED THE JOURNEY
Marketing Problem
Search, email, event touchpoints and sales follow-up existed, but did not operate as one measurable journey.
- → Disconnected channels
- → Limited source context
- → Weak handoff visibility
THE WORKING BET
Hypothesis
Designing backwards from the information sales needed at handoff would make each channel more purposeful and measurable.
- → Intent-led keywords
- → Source-aware nurture
- → UTMs carried into event touchpoints
SCOPE & DECISIONS
What I Owned
I managed disciplined search testing, email journeys, event tracking design, creative production coordination and the sales handoff structure.
- → Limited-budget SEM
- → Mailchimp EDM
- → Event journey
- → Vendor and stakeholder coordination
THE EXECUTION
What I Built
A more connected operating flow from search and landing paths to email, social re-engagement, the event floor and follow-up, with tracking designed into each new touchpoint.
- → Google Ads campaigns
- → Audience-led EDM structure
- → LinkedIn and social re-engagement content
- → UTM-tagged and QR-coded touchpoints
- → Event-day tracking plan
- → Follow-up context
WHAT THE CHANNELS REVEALED
Performance Signals
Limited-budget Google Ads testing generated approximately 5–6% CTR, while Mailchimp communications achieved an approximately 30% open rate. Together, the touchpoints created clearer source and interest context for follow-up.
- → 5–6% Google Ads CTR
- → Approximately 30% Mailchimp open rate
- → UTM and QR structure improved source visibility
- → Signals informed the next iteration of landing pages, segmentation and lead tracking
THE INFERENCE
What I Learned
Channel performance is more useful when the handoff preserves why a lead arrived, not only that they converted.
- → Context improves follow-up
- → Small budgets reward intent discipline
- → Events need measurement designed before launch
TRANSFERABLE VALUE
Why It Matters
The project demonstrates content-led demand generation across online and offline touchpoints without implying large-scale paid media ownership.
- → Connected journey design
- → Reusable tracking model
- → Evidence-led iteration