Summary
Google wanted to develop a higher-touch high-potential “nurture” program for Google Cloud Platform that was personalized, humanized, multi-touch and cross-channel to engage IT executives with a fresh editorial approach to thought leadership.
MVP Launched
We implemented an MVP framework for each phase of the lead generation pipeline that focused on:
Goals and objectives
Personalization strategy (segment and action)
Marketing and messaging tactical roadmap, by segment
Lead scoring guidelines and measurement strategy for each phase
Testing and optimization plan
Outcome
We helped Google develop a sales funnel strategy and platform for high potential leads to nurture them along the path to purchase for Google Cloud Platform. The product, which was targeted to IT Decision Makers accelerated the onboarding process by serving personalized content based on audience goals, use cases and needs. I continuously led a multi-office (UK, SF, NY) cross-functional team of user research, UX/design, content strategy and engineering teams to optimize the platform to create custom features while implementing agile and scrum product development practices. I partnered with clients to define business needs and functional requirements, while providing data-driven recommendations based on insights from research.