Experience Designer
Experience Designer
A leading $4B B2B business process services outsourcing company needed to understand why they were having lower than anticipated sales conversions and how could they increase marketing qualified leads by 30% leading to 1,000 new sales qualified leads.
With the pandemic shifting how sales teams interact, adapting from an in-person to full digital sales model can be challenging. Our client needed some help to understand their customers and how they can better suit the needs of a potential buyer in the digital space. By engaging in a 9-week discovery session reviewing a few key aspects of the marketing and sales process, we were able to identify some key areas to understand more of why they are not getting the sale conversions they expected.
More leads don't always mean better results. Through in-depth interviews with internal sales teams and external customers, I uncovered critical gaps and unmet needs throughout the B2B sales cycle. One key insight: sales success hinges on delivering the right message to the right audience at the right stage.
To drive higher conversions, it’s essential to engage key influencers early in the awareness stage and decision-makers later in the buying journey. By aligning sales and marketing messaging to these specific roles within the funnel, businesses can dramatically improve lead quality and increase the likelihood of conversion.
To understand how leads were being generated, tracked, and nurtured, we began by mapping the existing marketing funnel. Through cross-functional interviews with teams in marketing, analytics, demand generation, and sales, we uncovered a major issue: the organization lacked a unified funnel. Silos across departments created inconsistent processes, and leads—treated as the primary metric—were difficult to align with specific funnel stages.
Moreover, there was limited visibility into post-sale engagement, making it difficult to nurture customer relationships beyond the initial conversion. This gap presented a clear opportunity to design and implement a comprehensive, organization-wide marketing funnel—from awareness to advocacy.
By introducing new funnel stages and aligning them across departments, we enabled better lead tracking, improved nurturing strategies, and laid the groundwork for stronger customer retention and long-term growth.
By analyzing key stages of the B2B buyer journey, we gained valuable insights into how to deliver the right content to the right audience—at the right time, in the right channel. This strategic alignment ensures that messaging resonates with both decision-makers and influencers, driving higher engagement and conversion rates.
To support this effort, I developed detailed buyer personas and customer profiles that highlight core needs, pain points, motivations, and decision-making behaviors. These evolving personas provide a data-driven foundation for personalized content creation, allowing us to craft highly targeted messages tailored to each stage of the funnel—from awareness to decision.
The result is a smarter, more efficient content strategy that connects with potential buyers on a deeper level and accelerates the path to purchase.
Over the course of a 9-week discovery engagement, we identified key opportunities to enhance our client’s B2B content marketing strategy. By mapping the buyer journey and analyzing audience behaviors, we developed a framework to deliver the right message to the right audience, through the right channel, at the right time.
This insight empowered the client to build and launch highly personalized, targeted marketing campaigns that improved engagement, lead quality, and conversion rates across the funnel.