Assurance Product Suite
Case Study: SAS Product
Overview
Increased Marketing Qualified Lead conversions by more than 40% within the first six months.
After limited success with Corporate Marketing’s traditional lead-generation methods, I was given the opportunity to lead Product Marketing for Sungard’s flagship product, AssuranceCM. Partnering with a small team of designers and HubSpot developers, I led the design and strategy for a fully automated digital marketing presence that increased Marketing Qualified Lead conversions exponentially.
Process
After taking ownership of Product Marketing for Sungard’s flagship product, AssuranceCM, I led the design and implementation of a fully automated digital marketing strategy built on HubSpot CMS. Partnering with a small team of designers and developers, I created a marketing automation–driven microsite that seamlessly integrated inbound and outbound content to engage prospects across every stage of the buyer journey
My strategy focused on producing rich, high-value inbound content to strengthen domain authority while executing data-driven outbound campaigns that effectively segmented and nurtured leads through tailored messaging. By continuously refining drip and nurture campaigns, optimizing content relevance, and guiding prospects through a structured automated funnel, we achieved a 40%+ increase in Marketing Qualified Lead (MQL) conversions within six months and significantly improved MQL-to-SQL conversion rates.
Leveraging a strong foundation in usability, A/B testing, and customer experience design, I enhanced the HubSpot CMS with a dynamic, user-centric interface that delivered personalized content and interactions throughout the buyer journey—resulting in higher engagement, stronger brand perception, and measurable pipeline growth.
Insights
Increased sales conversions through continuous refinement of customer experience.
With a small team, I was able to continue to build, refine, and launch dynamic landing pages, while analyzing the behavioral usage data I was able to slowly, but consecutively, increase sales through active conversions. The customer experience I crafted led to a healthy funnel of over 60K potential customers.
Results
Sales numbers prompted acquisition strategy of Assurance CM
I was part of the senior leadership team that was chosen to help make Assurance Software eligible for acquisition. My overall impact on the Product Marketing was a key factor in being able to demonstrate the value of a healthy and active customer base. In 2017 a venture capital firm was able to acquire Assurance Software as part of their strategic vision.
