Scaling B2B AI SaaS with Community Growth Strategies at Insider

Insider, a leading AI Growth Management Platform (GMP), provides B2B SaaS solutions to drive customer engagement and revenue growth. As the Marketing Associate (Social Media Operations Manager and B2B Lead Generation Specialist), I played a crucial role in enhancing Insider's digital presence, executing multi-regional marketing campaigns in 25 countries with regional marketers, and innovating new growth channels. My role demanded a strategic approach, leveraging various tools and platforms to meet and exceed our growth targets.

Objectives:

• Optimize Social Media Operations: Enhance Insider’s social media presence through strategic content planning, posting, engagement, and performance analytics.



• Drive Demand Generation: Execute multi-channel lead generation campaigns across 25 regions, collaborating with regional teams for localized execution.
• Innovate Growth Marketing Strategies: Identify and scale new digital channels and innovative campaigns to maintain competitive market positioning. Managed Insider's newsletters and grew over 20.000 contacts.
• Maximize Campaign Performance: Utilize advanced analytics to measure and optimize campaign ROI, leveraging KPIs and OKRs to ensure alignment with growth objectives.

• Create High-Impact Marketing Assets: Develop and deploy creative assets that drive engagement and conversion, leveraging a deep understanding of digital marketing disciplines.
• Foster Industry Leadership: Establish Insider as a thought leader through strategic content initiatives, including podcasts, webinars, and collaborative projects.



The peak season is here. Are you prepared?

The peak season is here. Are you prepared?

Insider Peak Season Report



Key Responsibilities

Advanced Social Media Management

• Strategic Planning: Developed and managed monthly and quarterly social media content calendar, ensuring alignment with overarching growth objectives.
• Engagement Optimization: Leveraged tools such as HubSpot, Hootsuite, PhantomBuster and Google Suite to enhance audience engagement and streamline operations.
• Performance Reporting: Conducted in-depth analytics to track engagement metrics, informing data-driven adjustments to the social strategy.

Demand Generation Campaigns

• Multi-Channel Execution: Designed and executed omnichannel marketing campaigns across LinkedIn, Twitter, Facebook, YouTube, webinars, paid social, digital advertising, and email marketing.
• Regional Collaboration: Worked closely with regional marketing teams to tailor campaigns to specific markets, ensuring localized relevance and impact.
• Lead Nurturing: Implemented sophisticated Hubspot lead nurturing workflows and segmentation strategies to drive conversion rates.

Content and Creative Development

• SEO and SEM: Developed and optimized content for search engine marketing, ensuring high visibility and engagement.
• Creative Asset Production: Created compelling social media assets using Adobe Illustrator, Photoshop, After Effects, Premiere Pro, Canva, and other design tools.
• Ad Campaigns: Contributed to the development of high-impact ad creatives, leveraging insights from A/B testing and performance data.

Data-Driven Optimization

• Campaign Analytics: Conducted comprehensive analysis of campaign performance metrics, providing actionable insights to optimize future campaigns.
• KPI and OKR Management: Set and tracked key performance indicators and objectives and key results to drive strategic alignment and accountability.
• Growth Hacking: Aggressively tested new hypotheses, scaling successful initiatives and discontinuing underperforming ones.

Channel Expansion

• New Initiatives: Identified and developed new digital channels with high growth potential, such as the Beyond The Title podcast series.
• Content Localization: Localized the Y Combinator knowledge hub, launching a comprehensive 360° marketing campaign to maximize reach and engagement.

Automation and Workflow Management

• Marketing Automation: Utilized Zapier and Livestorm to create automated workflows, enhancing operational efficiency and competitive insights.
• AI Workflows: Implemented AI-driven processes to optimize targeting, personalization, and campaign performance.

Highlights and Achievements

Peak Season Campaign

Comprehensive Strategy: Managed a multi-faceted digital marketing campaign targeting peak shopping seasons, optimizing conversion rates and average order values across regions and industries.

Achieved a ~30% increase in conversion rates and boost in average order value.



Webinars and Hybrid Events

Thought Leadership: Coordinated webinars featuring industry leaders, enhancing brand authority and engagement.

Podcasts and New Channels

Unfiltered Podcast Series: Launched and managed the Unfiltered podcast with Co-founder Arda Koterin, featuring candid conversations with top industry leaders.

Brand Positioning: Achieved significant brand positioning with the "Unfiltered with Arda Koterin" and "Leadership Unplugged with Hande Cilingir" series.

Customer Activation: Managed Beyond the Title podcast series, showcasing customer success stories and driving brand loyalty.

Platform Expansion: Expanded brand reach through the Beyond the Title Podcast.

Technical and Creative Proficiency

Design Expertise: Produced high-quality social media and ad assets, demonstrating advanced skills in Adobe Creative Suite and Canva.

Automation Efficiency: Enhanced marketing operations through sophisticated automation workflows, driving efficiency and effectiveness.

Impact

• Enhanced Social Media Engagement: Achieved significant growth in social media followers (3x LinkedIn followers in 9 months) and engagement rates (+5% avg. engagement rate), contributing to brand visibility and customer interaction.
• Lead Generation Excellence: Successfully generated a substantial volume of high-quality leads through targeted, data-driven B2B marketing campaigns, fueling revenue growth.
• Innovative Channel Development: Expanded new digital channels and content formats, reinforcing Insider’s position as a thought leader in AI-driven marketing technology.
• Operational Optimization: Streamlined marketing operations with advanced automation and AI-driven strategies, improving campaign performance and resource allocation.

Conclusion

My tenure at Insider showcases of strategic growth marketing, data-driven optimization, and creative execution within the B2B SaaS landscape. Leveraging advanced growth marketing strategies, I significantly contributed to Insider's market expansion and digital dominance, demonstrating the transformative potential of AI-powered growth marketing.