Etee's Canvas: Optimizing Funnel with Product Marketing Collaterals

24 May 2024

Hi Folks,

Thanks for landing on my product marketing portfolio.

Before I start, here are some results I (along with amazing team members) have been able to achieve~

~all through strategic product marketing and resulting collaterals.

  1. Increased relevant website traffic by 100%. Resultantly, (increasing MQLs by 1.5x~ 10 mil in revenue).

  2. Generated 800+ qualified leads through gated content (e.g., eBooks, whitepapers, webinars) per quarter (on average).

  3. Launched and revamped customer-focused content series (e.g., case studies, success stories, how-to guides) and achieve a 25% increase in customer engagement metrics (e.g., time spent on page, return visits) within six months.

  4. Develop and distribute a monthly newsletter with a 30% open rate and 15% click-through rate within the next quarter. (HR Industry Highest)

  5. Optimised user journey and customer communication for 13.5% growth in conversion rate.


PSA: If you want a more detailed look at my Product Marketing philosophy and framework, this is the place to go:

Now, let's get to some of these collaterals. (along with links +results)

Whitepapers, Ebooks and Use Cases

Keka Whitepapers

Link

Thought leadership content- tackling lesser known HR topics that lead to cost leakage and scaling issues. Completely original. Completely Actionable.

Outcome:

559 Total Downloads

4 Million in ARR- considering Whitepaper as First Touch.

Keka Use Cases

Link

Explaining HR roadmaps through relatable examples

Cashfree Ebooks

Link

Branded Educational Content: Video Format

HR Tutor Tutorials

A brand series, breaking down complicated people management concept into digestible videos.

Link

Original Reports

Statistics, Trends and Editorial Takes- all based out of original research. This particular report was birthed after Keka HR Katalyst events.

It recieved mentions in ET HR, Financial Times, People Matters and more.

Acted as first touch in more than 50 closed accounts.

Link

I have also helped strategise and host thought-leadership webinars, podcasts. Additionally, have helped leaders with their branding; helping to position them as thought leaders in the space.

Not adding these links as they are proprietary to the organization/individual.

However, I will end this portfolio with my own think pieces on marketing:

  • https://eteedubey.com/blog/brand-narrative-content-strategy

  • https://eteedubey.com/blog/seo-topical-authority

  • https://eteedubey.com/blog/product-marketing-sales-enablement

Case Studies and Testimonials

Video Format:

Textual Format:

https://www.keka.com/customer-stories

Increasing Relevant Traffic by 2x

TL; DR: Here is a snapshot of Keka growth over a period of 1 year:

"Did it actually convert into revenue?" might be your next question.

Well, yes.

We almost doubled the value of organic traffic from $79,494 to $143,739.

For a more detailed read, head over here.

Optimizing User Journey

Created clear user journey touchpoints. Personalize it to the channel (Organic, Paid, Brand etc). Here's a template to give you a fair idea:

Provided templates (email/whatsapp/linkedin copies) that Sales and Inside Sales can utilize. Reiterate and personalize- creating specific journey for different buyer segments.

Exhibit A:

Email Marketing and Customer Communication

Implemented targeted email marketing campaigns to nurture leads through the sales funnel. Here's one intro mail from an outbound campaign (MEA region) we created.
P.S- It had a response rate by 13% (Industry Highest)

More examples and Email frameworks coming soon.

These are just some snippets, folks.

But it should give you a fair idea of positive connections we've been able to build with our TG. All by providing real value through product marketing collaterals.

If you'd like to suggest/discuss on some of these pointers. Feel free to reach out to me here.