BACKGROUND
This project was for a client in the B2B data and analytics SaaS space. The goal was to drive existing users to a significantly rebuilt product and generate new enterprise trial starts, while earning press coverage and backlinks that would compound beyond the launch window.
I planned and executed a six-week, five-channel campaign covering email, organic social, paid social, blog, and PR, with each channel assigned a specific role in the customer journey rather than all five saying the same thing at the same time. The pre-launch phase was used to build genuine anticipation and seed SEO content before the product was named publicly. Launch week coordinated all five channels on the same day with different messages for different audience temperatures. The post-launch amplification phase extended the campaign through a webinar, a beta user case study, byline placements, and a final push to trial non-starters.
The result was 242 new enterprise trial starts against a target of 150, 6 press placements against a target of 4, 18,400 blog sessions against a target of 10,000, and 17 new backlinks in a single month, the best single-month backlink acquisition in the brand's history.
