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Marketing Head, Smart Web Technologies

Smart Web Technologies is the parent company of an enterprise mobility company, MaxMobility, and a digital marketing agency, UrsDigitally.

Image by Agence Olloweb

The Product Marketer Lens

Product marketing skills that I picked up during this role

01

PROJECT MANAGEMENT

02

CONTENT STRATEGY

03

END-TO-END CAMPAIGN MANAGEMENT

04

MESSAGING

Lead the marketing team and set up project management processes

I led the internal marketing team consisting of 4 members and working remotely that managed the marketing needs of both MaxMobility and UrsDigitally.

​Initiatives:

  • Set up communication and project management tech stacks for the team such as Trello and Slack along with automation rules in order to have efficient collaboration and task tracking​

  • Established planning, progress, and feedback meeting candences to delegate work, increase collaboration among team members, and improve processes based on the team's experiences

  • Built an approval process for social media and blog content

  • Owned monthly research and digital marketing strategy that provided clarity and timelines to the entire team

  • Created a content planning template that the entire team followed to stay structured. It included a calendar for when certain content pieces were going up, for what stage of the sales pipeline it was for, what the topic of the content was, and the KPI that was associated with the content piece

  • Set up weekly meetings with sales and customer success to stay up to date on customer feedback and prospective customer needs

​

Result:

  • 2x enhanced productivity in the speed with which content was created and delivered

  • Increased cross-functional collaboration with sales, customer success, and c-suite executives

​

Skills Used:

Project Management   Leadership   Strategy and Planning   Team Culture Building  Cross-Functional Collaboration   Stakeholder Management

​

Tools Used:

Trello   Slack   

Increase the top of the funnel leads for sales

I owned the demand generation and content strategies to increase inbound and outbound leads for both MaxMobility and UrsDigitally, closely collaborating with sales to achieve revenue targets.

​Initiatives:

  • Conducted market research through SEMRush, Google Trends, SimilarWeb, and review websites and collaborated with sales and customer success every month to understand customer needs

  • Created the topics for the content pieces for the month based on the monthly research to increase the website's SEO rank and increase organic, inbound leads

  • Developed sales enablement material such as case studies and testimonials to increase win rates

  • Spearheaded new content channels such as webinars and podcasts to increase marketing and sales qualified leads (MQLs and SQLs)

  • Managed social media organic and ads strategies to increase outbound leads

​

Result:

  • Value-based ads such as providing templates and e-books for download that led to a cost per lead of $0.15 per lead

  • Webinar topics based on industry pain points that led to increase in webinar attendance by 90%

  • Blog articles and addition of WhatsApp button for easy access to sales teams for prospective clients that led to first rank on Google for relevant keywords and 500% increase in organic leads from the website

  • 5 new customers acquired within two months of implementing all the new initiatives

​

Skills Used:

Sales Enablement   Messaging   Content Strategy   Market Research   Cross-Functional Collaboration   Positioning   Website Optimization   Digital Strategy

Social Media Management

​

Tools Used:

SEMRush   Google Trends   SimilarWeb   Anchor FM   Facebook Ads   LinkedIn Ads 

Google Analytics   Microsoft Excel  

Build an online presence for both brands

While contributing to sales teams' efforts by increasing leads was a top goal, another goal that I volunteered to take up was to improve the online presence of both the brands.

​Initiatives:

  • Revamped the MaxMobility website by creating sitemaps, wireframes, and content strategy of the website

  • Managed the social media pages (Instagram and LinkedIn) of both MaxMobility and UrsDigitally

​

Result:

  • 50% increase in Instagram followers for UrsDigitally within two months

​

Skills Used:

Wireframing   UI Design   Website Design   Market Research   Cross-Functional Collaboration   Messaging   Website Content Strategy   Social Media Management

​

Tools Used:

Adobe Photoshop  

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