Integrated Campaign Strategy
Product Launch for B2B SaaS Startup
Project
Created and led the content strategy to launch a new product.
Strategy
To successfully launch a new product we needed to inform our audience that there was a problem (feedback bias), and we had the product that would fix it. This new product was also in a new category—not just for the company, but for the HR industry as a whole. We had suspicions that competitors were aiming to launch something similar so we had to move fast, create awareness, capture relevant organic traffic, and cannibalize the conversations around feedback bias.
To kick off the campaign, we launched a 20+ page research report about feedback inequity in March 2022. This gave us a lot of material to repurpose into different content assets, including social graphics, video clips, emails, and ads that we used to drive report signups.
To start conversations on social media we created short social videos with HR and DEI thought leaders about their experiences with feedback bias. The videos sparked conversations that primed our audience for a product that would soon fix their concerns.
Simultaneously we targeted high-intent “performance feedback” related keywords with original blog content. If someone was searching for feedback-related terms, we wanted to be the first logo you saw on Google.
On the day of the product launch, we hosted a webinar with prominent thought leaders to demo the product live. The webinar was the company’s highest-attended webinar and showed our ICP the product for the first time.
After launching the product we wanted to continue conversations about feedback bias. To do this we launched a podcast (a new content medium for the company) to continue discussing feedback, our product, and our original research with prominent business leaders in the HR and DEI space.
The campaign successfully primed the market for our product release in September 2022. Our research and product were mentioned in Fortune, Forbes, Axios, Business Insider, and Fast Company.
My role
Project and team management, content strategy, content writing, and copyediting.
Social Media
I wanted to insert Textio in every conversation about feedback that was happening online. I first onboarded a social media manager with DEI and HR expertise to engage with thought leaders on social. Her expertise was instrumental in establishing credibility. We used social listening to ensure that if there was a conversation about feedback we were in it and our report was cited. To spark additional conversations, we created social graphics and videos with key report findings and shared them on organic and paid social.
Results:
Increased social media following by 214%
SEO/Blog
I built a list of high-intent keywords related to “performance feedback” to inform our blog strategy. I wrote content briefs that included keywords, competitor content, SERP features, and other SEO insights for content writers to create high-quality blog content. I also copyedited these blogs, partnered with design for assets, and shipped content weekly to increase organic traffic to the blog.
Read:
Results:
Ranked for 310+ keywords
100+ backlinks
Video Series
I wanted to show real experiences of feedback bias on our channels in the lead-up to our product launch. To do this, I interviewed HR and DEI thought leaders about their experiences with feedback bias. I then created short video clips to share on social media. The clips were shared organically on Textio and the thought leaders’ channels. The videos built credibility and put faces to the problem we said our product could solve.
Watch:
Results:
900+ video engagements
Webinar
On the day of the product launch, I produced a webinar featuring our CEO Kieran Snyder, author Kim Scott, and investor Aileen Lee—all notable thought leaders to our ICP. The webinar discussed the report, personal experiences of bias, and gave a first look at our new product. In preparation for the webinar, I wrote the script, emails, and all promotional copy. The webinar had the highest registration and attendance to date. After the webinar, we cut the video into clips to share on social and in email to urge buyers to book a demo.
Results:
1,400+ registrants
Highest registration and attendance to date (by more than 100%)
Podcast
After launching the product, we launched a podcast to continue the conversation around feedback bias. Our three hosts were joined by prominent DEI and HR thought leaders biweekly to discuss times they had received (or seen) unfair feedback in the workplace. In the first season, we had 14 notable guests who discussed an array of topics about feedback. I managed guest and host calendars, wrote podcast scripts, and ensured we published on schedule. I also wrote podcast titles, descriptions, emails, and promotional social media copy.
Results:
2,000+ podcast listens