CARTO is a leading location intelligence SaaS company that has revolutionized the way companies interpret and analyze their data through location.
As a senior member of marketing’s demand generation team, I was responsible for planning and producing lead generation campaigns, revamping our strategy for new marketing resources and content, and managing our KPIs and ROI reporting for our marketing automation workflows, as well as other inbound initiatives across the buyer journey.
In this process, I worked to create coherent and engaging email campaigns, web content, case studies, co-marketing initiatives and reworked our video marketing strategy with the first videos tailored to internal interviews and summarizing technical content to include in our social media campaigns and further increase brand awareness for CARTO in the data analytics and location intelligence landscape. I also provided strategic leadership support to the team in the creation of their event and webinar campaigns, as well as with the mapping of buyer journey content, all of which boosted the company’s lead generation and helped the sales team in their customer acquisition efforts.
I developed CARTO’s Location Intelligence factsheets, the first industry-specific content pieces that explain the current location data landscape, top trends and challenges that industry leaders face, and finally how they are using location data to achieve better business outcomes. This resource boosted and influenced existing Opps, and were tailored to decision makers and influencers across critical industries for the company.
For case studies, I lead the relationship with customers and partners. The process involved interviewing key project stakeholders to understand their specific use case and help them narrow down their key accomplishments to effectively represent their use of location data in the case studies, aiding in their selection of the data visualizations that would best help explain how the process was achieved. I redesigned the case study templates from a basic report to a value-add representation of customer use cases and data visualizations. This initiative helped customers and partners with their co-marketing, and also lead to a significant increase in MQL generation coming from our case studies.
Additionally, I managed and optimized paid marketing campaigns, doubling SEM conversions within a six-month period, and created the first manager interviews and case study teasers to promote strategic content through our social media channels.
