Marketing Automation and Lead Scoring
The status quo approach to marketing at UIIN was assumption-based segmentation, or non-segmented, resulting in message burnout, unsubscribes and ineffective campaigns. With the launch of a new training program upcoming, I led the development of a lead scoring model which used marketing automations (ActiveCampaign) to score desirable behaviours, identifying genuine interest.
By creating score thresholds, four communication journeys were developed, with varied messaging and contact frequencies to appropriately nurture leads towards conversion. This was rolled out across an eight week CRM campaign via email and LinkedIn, where we could track the movement of leads between interest tiers.
The result was a 900% increase in campaign click through rate and a decrease in unsubscribes. This validated our data-driven lead scoring model, showcasing the effectiveness of personalised, behaviour-based marketing to the business, creating a precedent for future campaigns.
Inner Perth Marketing Group
The Inner Perth Marketing Group was formed between the City of Perth and four neighbouring local councils to encourage collaboration and collectively promote inner-Perth as a tourist destination. The challenge was trying to align five councils, with five sets of tourist assets, objectives and resources, towards our common goal. I took the lead and developed an 18-month marketing plan using the shared budget. I wrote blogs, directed videos and engaged influencers - providing quality content that unified the five councils. The marketing plan used paid online and offline channels and our five owned social channels to create engagement with the content and drive traffic to the Visit Perth website. After nine months in market and a budget of just a few thousand dollars, the campaign has so far reached over half a million people and delivered over 67,000 website visits.
