E-books

E-books

E-Books

Curated two e-books based on Masami’s book Giving Business, and creating accompanying landing pages for each ebook to effectively capture marketing qualified leads.

  1. Secrets from the Family Business
  2. Growing Your Triple Impact

I also curated multiple content pieces that invited individuals to move down the sales funnel by downloading the gated e-book content. (E.g. What is the Right Way to Give Feedback)

These content pieces were promoted via Outbrain and social media channels.

B1G1 Guest

B1G1 Guest

In an effort to create an effective sales conversion funnel, the B1G1 team proposed to pursue a campaign called “12 Steps to Become a Business for Good.” I came in to this project to work on the branding, promotion, and actual execution of the campaign contents.

With the marketing team, we renamed and promoted the initiative as B1G1 Guest program, a trial program designed to nurture marketing qualified leads into sales qualified leads by exposing registrants to various elements of the B1G1 membership.

I analysed data and surveys from existing members to determine the top-valued membership features. I then reorganized the program contents to release the features in a guided way that would maximise conversions. I prepared both drip-email automation as well as a paginated roadmap to encourage registrants to sign in quickly and complete their first giving, as we found conversion rates were higher from people who signed in and gave within 2 days of registering for the program. I also planned the paid promotion for this initiative. From analysis of the initiative results, the B1G1 Guest Program paved way and evolved into to the more effective B1G1 Giving Plan initiative, which I also oversaw.

Paul Dunn Online

Paul Dunn Online

Paul Dunn is a highly respected and reputable international business speaker and mentor. He is also B1G1’s chairman. I proposed to ride on his digital reputation and search rank power in order to capture more marketing qualified leads through an automated webinar sales funnel.

Based on past data, we knew that the highest conversion rates came from Paul’s offline events where he spoke about creating an extraordinary business and invited business owners to join B1G1. I aimed to recreate this offline experience in the digital space through an automated webinar.

I set up the webinar on webinarjam, created and wrote the automated email nurturing contents to encourage people to join B1G1 after registering for the webinar and reading some of B1G1’s blog contents. I also designed the landing page for Paul Dunn Online and curated blog contents to raise the organic traffic for the page. This webinar initiative saw a 20% conversion rate of people joining B1G1 after registering for the webinar, the most promising conversion rate out of any digital sales conversion initiative by B1G1 in the past (my primary role in the company was to discover a working conversion funnel that could provide sustainable membership registration, as previous digital efforts did not show much results).

From the promising results, I then worked to increase the traffic and leads leading to the webinar, by promoting the webinar via banners on the main website and through content promotion strategies.

Giving Plan

Giving Plan

The Giving Plan is a conversion asset that aims to capture more high quality leads and increase the conversion percentage between sales qualified leads to actual members.

I wrote the contents of the giving plan survey, set it up on Typeform, and designed the back-end systems to effectively manage the leads coming in from this asset (such as setting up alerts, designing the excel sheets that captured data, and designing the leads management sheet). I also wrote the contents of the actual giving plan that would be issued to these leads, and trained the sales team on how to effectively use this giving plan template to produce a high volume of giving plans.

Apart from the actual execution and operations of the giving plan, I also oversaw the promotion efforts of the giving plan. We initially promoted it via paid social ads, but realised that it was a bottom-of-funnel asset that didn’t work so well with cold leads. We then pivoted the promotion strategy to introduce the giving plan at various bottom-of-funnel stages such as the ‘payment page’ and after selected blog pieces to increase the likelihood of warmer leads viewing the Giving Plan and thus converting into members. The Giving Plan itself holds a conversion rate of close to 60% (people who submit a giving plan request eventually signing up as members).

*Note: The Giving Plan landing page and actual survey contents have been modified since I left B1G1.