Cranial Technologies' goals were to increase brand awareness, create outreach and make connections in cold territories, and establish brand credibility through targeted email campaigns.

My role was to build and develop the email design and structure, segment audiences and build ICP target profiles, and build the campaign journey structure and automations/trigger actions to provide a complete nurture journey around these overarching brand goals, as well as to gather engagement data and set baselines for current and future campaign success metrics.

Working closely with the marketing team and graphic designers, I managed the campaign development, built the automation and trigger map, ensured tracking and reporting parameters were established, and structured the cadence of emails and follow-ups throughout the journey to optimize engagement and visibility, while implementing best practices to avoid overloading cold inboxes and minimizing unsubscribes.

I collaborated with design teams to develop content targeting Cranial Technologies' ICPs for this initiative, building out a campaign email journey which was structured around the primary audience of physicians and pediatricians, with profile segments which included those who:

Sent non-exclusive referrals to our locations

Had never sent referrals to our locations

Actively sent referrals to competitors

I built variations of this campaign journey according to each profile segment outlined above to ensure relevancy and high-converting content to address each segment's pain points.

We orchestrated our trigger actions to capitalize on engagement through clicks, setting up A/B tests across the segmented journeys to track the perceived relevance of the content, improve lead scoring and engagement, and gather data on what stage of the journey we saw the most engagement and interest between segments.

After three months of deployment, this campaign automation journey generated overall improvements and growth by:

Increasing engagement by 23%

Increased conversions by 21%

Increased qualifying actions by 32% (form fills, whitepaper/e-book downloads, etc.)

Increased CTRs by 35%