PandaDoc streamlines customer communication with quick, personalized documents, nurturing relationships and saving time.

Teams use PandaDoc to improve document workflows, insights, and speed while delivering an amazing experience for their customers. Businesses trust PandaDoc’s all-in-one document automation software to streamline the process to create, approve, and eSign proposals, quotes, contracts, and more. With powerful document creation and workflow capabilities, teams can provide their customers with a more professional, timely, and engaging experience.

I worked as a Product Marketer, driving TOFU activation and increasing MRR for the API product. PandaDoc API was in a unique position as it offered the best marketing solution for document generation and eSignature directly via API. I was brought in to help PandaDoc reach the right ICPs, improve activation, and increase MRR.

Our lead gen assets were 1.5 years old. They didn't reflect the new branding and a complete revamp was required.

I started gathering data and collaborating with all key stakeholders such as design and the lead gen team to create new social media content that was refreshed, polished and relevant to our target audience. All final copies were made by me. Here's the process I followed.

Determine the budget and purpose of the campaign

Deep data analysis of previous campaigns including cost, CTRs, and conversion rates to find the winning combination

Select campaign type and channel for initial testing (e.g. Meta or LinkedIn) based on previous data and purpose of campaign

Compare competitors’ ads. You can find them on LinkedIn and Meta Ads library

Request asset creation by the design team. If you’re making them yourself then ensure the assets follow brand guidelines

Create several written text and graphics copies for A/B testing

Select budget, channel, target audience, and campaign type

Launch on a small budget and gradually increase it

Reiterate and refine with improvement

Low CPCs and high CTRs achieved

MQLs quality improved

New user list for retargeting

More samples here: Portfolio