Welcome
Establishing thought leadership, building its first marketing engine and creating brand presence for a Series A startup.
Background
Welcome makes it easy to communicate compensation to candidates and employees while helping teams make better decisions using real-time compensation advice.
Instituted a first marketing team within the company and created a marketing qualified leads to sales handoff process while building thought leadership through thoughtful content strategy and media partnerships.
*Acquired by BambooHR in 2022
Marketing Engine and GTM
Mapped out lifecycle stages a potential customer goes through before making a purchase of the product.
Created a path for Sales to address leads in a timely manner.
Built a GTM strategy including segmentation, positioning and messaging to increase demand awareness.
Project Deliverables
Lead Scoring Strategy
Installment of Marketing Operations Platform (Marketo)
Market Research
Ideal Customer Profile Document
Thought Leadership
Crafted content that positions CultureIQ as an authority in the Human Resources industry.
Repurposed big content in various formats to elongate its content lifespan and ensure consistent content rollout.
Project Deliverables
ebook
Nurture Emails
Blog
Case Studies
Media Partnership
Used creative media strategy and partnership to bring Welcome to the forefront of its ideal target customers.
Tested different design creatives for reporting.
Created nurture series
Garnered over 900 total unique clicks on the sponsored ads from the emails, performing above internal benchmark for brands running in the Primary spot with HR Brew.
Project Deliverables
Sponsored Advertisement on selected Emails
Branded Article
eBook