The Product Marketer Lens
Product marketing skills that I picked up during this role
01
STAKEHOLDER MANAGEMENT
02
EVANGELIZING
03
CUSTOMER TRAINING
Manage customer campaigns on the website
Business Schools, our clients, would ask to have their display banner ads and email marketing campaigns executed through us. I would suggest the design, dimensions and messaging that worked best on our website and used copywriting, messaging and storytelling skills for the email marketing campaigns. I handled 5-6 business schools at a time. Notable names include XLRI, NMIMS, MICA, and TAPMI.
​Initiatives:
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Communicated with clients on best practices for display advertisements on our website and landing page guidelines
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Managed relationships with the customers by handling their requests and answering their queries
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Executed email marketing campaigns on behalf of the clients, including conducting customer research to find pain points and using that research to create email content and subject line
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Executed display ads through Double Click for Publishers for clients
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Analyzed the KPIs such as open rate, impressions, and click through rate using Google Analytics, created a progress deck, and shared it with the clients for feedback
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Optimized the campaigns based on the metrics
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Collaborated with sales team when customers had upgrade requests or when new client was brought in by the team to understand the customer's goals and motivations
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Result:
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Achieved email open rates of 20% or more for every campaign
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Skills Used:
Email Marketing Stakeholder Management Storytelling Copywriting
Data Analysis Optimization Cross-Functional Collaboration
Relationship Management
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Tools Used:
Double Click for Publishers SendGrid Microsoft PowerPoint Google Analytics
Train customers on social network features and suggested campaign ideas
As for any social network, PaGaLGuY has both paid and organic options to reach prospective students for business schools. My goal here was to inform the business schools how to succeed on the platform and what success had looked like for other business schools. My strategy here was to find out what the goal of the business school was (awareness, applicant interest, upcoming application season conversions, etc.) and suggest the best features to use and how to use them.
​Initiatives:
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Conducted sentiment analysis of the applicants regarding the business schools and provided applicant perspectives and gaps in communication that the business schools could use our platform to fill
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Trained the deans and student ambassadors of 3 business schools on the various features PaGaLGuY offered
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Created organic campaign strategies for these schools
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Suggested and owned a live chat campaign for Xavier's Institute of Management (XLRI) before the Xavier's Apptitude Test (XAT) exam wherein applicants could ask admissions team questions about the exam as they answered in real time and moderated the discussion on live chat day
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Result:
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80+ questions within an hour for the XAT live chat that resulted in PaGaLGuY's discussion thread appearing as Google's first result for XAT related queries
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Deepened relationships and establishment of trust based on good campaign results when business schools executed the ideas I suggested
*Since the live chat ended, the discussion thread was removed from PaGaLGuY.com. Proof that this live chat actually happened can be seen through posts I submitted to advertise it here.
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Skills Used:
Evangelizing Campaign Strategy Trust Building Relationship Management
Communication
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Tools Used:
Microsoft PowerPoint