Overview

Drive the campaign strategy, content direction and execution on the launch of a multi-part series of guides focused on design systems. Informed by consumer insights, historical campaign performance and internal subject matter expertise, we combined our thought leadership on design systems with multiple opportunities for conversions on our product, InVision DSM.

Execution: Multi-channel content launch, including customer landing page, email, social, paid advertising, webinar, with plans for long-tail promotion. Went from ideation to execution in under 2 months (compared with 9+ months required for previous content launches).

Primary KPI: Marketing-sourced sales opportunities for key business segments (MQLs, HRs, Net New Leads).