Product Marketing
Building market demand by connecting product value to real customer needs
Asset Class
Role: Growth Marketing Manager (Marketing Focus)
Product: Growth Marketing Strategy & Execution
Timeline: 2022–2023
Impact: Designed and implemented a data-driven growth marketing strategy, boosting inbound leads and optimizing the digital sales funnel.
Website: AssetClass.com
Context
Asset Class, a B2B FinTech SaaS provider, needed to accelerate qualified lead generation and pipeline velocity in a highly competitive space.
Issue:
The business sought to align marketing, product, and sales for a measurable boost in demand and conversions.
Approach
Customer-Centric Research:
- Mapped key buyer personas and performed customer journey analysis to identify high-impact touchpoints.
- Analyzed website and funnel analytics to locate bottlenecks and drop-off points.
Growth Marketing Strategy:
- Developed an integrated content, email, and paid media plan tied directly to pipeline metrics.
- Worked closely with product and sales teams to refine value propositions and ensure marketing aligned with real user needs.
Testing & Optimization:
- Rolled out A/B testing across landing pages and nurture flows.
- Established regular reporting to measure campaign effectiveness and iterate quickly.
Execution
- Launched segmented email campaigns and new gated content offers tailored to each buyer stage.
- Led a website refresh with improved copy and UX based on analytics insights.
- Integrated marketing automation (SalesForce, GA) for better lead tracking and scoring.
- Partnered with sales to develop follow-up playbooks for marketing-qualified leads (MQLs).
Outcome
- Increased inbound MQLs by 40% within three months.
- Reduced website bounce rate by 27% and reduced load speed to 2.1 seconds through targeted landing page optimization.
- Aligned marketing and sales, resulting in improved lead-to-opportunity conversion rate.
- Established a repeatable, data-driven campaign process for ongoing growth.
Tools & Frameworks Used
- SalesForce (automation, CRM)
- Google Analytics (funnel analysis)
- A/B testing tools (Optimizely)
- Figma (website/landing page updates)
Capabilities Demonstrated
- Primary: Marketing
- Secondary: Growth, Optimization, Product Strategy
Key Learnings
- Alignment across marketing, product, and sales is critical for efficient growth.
- Rapid experimentation (A/B testing, content variations) is essential for uncovering high-leverage opportunities.
- Deep persona and journey work delivers compounding value—every touchpoint matters.
