Chi Yuan

Sr. Digital Marketing Manager | Campaign, Project Management | Advertising & Marketing Technologies

Energetic Digital Marketing professional passionate about developing and implementing initiatives to optimize digital marketing campaigns across all channels. Strong grasp of current marketing tools and strategies with excellent track record of leading integrated campaigns from concept through execution. Enthusiastic collaborator accustomed to building rapport with marketing teams, programmers and vendors to launch campaigns within time and budget constraints.

[Google AdWords Certification - Search Advertising], [Google]

Lead collaborative digital marketing campaigns within the SaaS industry

Company Name: Centrify, Cybersecurity Saas Product.

Time frame: 2019-2020

Mastermind highly successful global paid digital strategies for various platforms to attract customer engagement and drive lead generation.

Challenges/Situations:

Demand Gen. director left the company with minimal transition right after the Covid-19 lockdown, March 2020. Q2 media budget was cut by 50%, and the quarterly MQL goal remains the same.

Historically, paid digital channels had been held accountable for 60% of MQLs coming from overall digital marketing (organic + paid) channels combined.

Solutions:

• Took over the overall responsibility of budget management and vendor evaluation for the demand generation/growth team.
• Collaborate with field/channel Marketing, Marketing Ops, Marketing program leads, and SDR teams to consolidate digital programs' budgets and layout Q2 digital marketing strategies/tactics.
• Overhauled TechTarget content syndication program by Completing integration with Marketo to automate the lead flow.
• Launched additional training programs with TechTarget and ensured the SDR team has all the valuable insights needed to quickly follow up on high-quality leads.
• Revised and defined suspect leads coming from Priority Engine to support integrated campaign promotions via webinars and field/channel marketing programs.
• Based on historical performance data of MQLs and SALs, along with the associated forecast revenue, identified the best performing paid channel (SEM) and campaign category by geo-regions, buying stages; re-allocate the quarterly budget accordingly.

- Competitors + Decision/Purchase kws in the US

- Brand Awareness + Solutions/Consideration kws in EMEA

- Brand Awareness kws in APAC

• Onboarded 6sense account-based predictive platform, launched ABM/Display campaigns.

- Programmatic / Tier 3 / Always-on Campaigns to promote Cloud PAM micro-site, as TOFU/non-gated asset, to bring awareness of company’s Saas solution to targeted segments; by buyer’s persona (Cloud Ops/Dev Pos and Compliance) and by selected verticals (Commercial and Public Sector)

- Select best account (predictive in-market ICP with strong fit, geo: US) | Buying stages: Awareness (372) and Consideration (476)
Retargeting campaign (website visitor) to promote selected Cloud PAM-related MOFU/eBook, BOFU/MQ reports, Free-trial gated assets, based on the account’s searched keywords. I Buy stage: Decision and Purchase (316).

• Launch & optimize paid social campaigns on LN with full-funnel approaches.

- TOFU/video non-gated Know content/CTA=Watch Now
- MOFU/eBook gated Learn content/CTA=Learn/See How or Download Now
- BOFU/Free trial form on ad landing page with Engage/Proof content/CTA=Start Your Free Trial
- Targeted audiences: geo regions, functions, roles, firmographic, 6sense dynamic segments integration and website visitor retargeting

• Enabled the paid and organic channels tactics and cadency to support the integrated campaigns.
• Paid and organic digital channels promotion for 5 pillar campaigns by use cases: (1) Secure Remote Access for Admins, (2) Enforcing Least Privilege (JIT), (3) Minimizing Ransomware Exposure via PAM, (4) MFA Everywhere (5) Phishing Awareness & Avoidance via
  Micro-site: SEO/Organic Social, SEM/Paid Social
  Solutions pages: SEO/Organic Social
  Data-sheet: SEO/Organic Social
  Gartner/3rd part reports: SEM/Paid Social, Content Syndication with TechTarget
  Blogs: SEO/Organic Social, Content Syndication with outbrain
  Webinar (OD and Live): SEO/Organic Social, SEM/Paid Social
  WP and Best Practices Guides: SEM/Paid Social
  Bylines articles: Content Syndication with oubrain

Growth Results:

• In Q2, the digital team met the original MQLs goal (2K; 1200, for paid channels, and 800 for the organic channel).
• Over $10M SALs opportunities revenue attributed within 12 months at ROAS (Return on Ad Spend) 8:1. Avg. 90% net new logos. By Q3, 2020, Content Syndication were able to drive a total of $8M opportunity/forecast revenue in the pipeline (Avg. ROAS is at a ratio of 14:1)
• ABM channel with Display campaigns influenced $11M in the pipeline for the accounts with the existing pipeline before the campaign started in the US market and $1.8M for the international market.

Cost-Effective Result:

• Reduced avg. CPL by 33%, and avg. CPL of retargeting is below $50.

Digital marketing platforms and software I use

• Website Tracking implementation: Google Tag Manager
• Website CMS/Content Management System: WordPress, Drupal
• Analytics Tracking implementation: Google Analytics
• SEO: SEMRush, BrightEdge
• PPC/SEM Ad Serving: Google Ad Manager, Google Ad Editor, Microsoft Bing Ad Manager, LinkedIn Campaign Manager, Outbrain Ad Manager, Google Display Campaign, Retargeting Campaign, ABM/6senses Display Campaign
• Email and Marketing Automation Platform: Marketo, ClickDimensions
• CRM: SFDC (Salesforce), MS Dynamics 365 CRM
• G-Suite products: Gmail, Google Calendar, Google Drive, Google Docs, Google Meet
• Project Management tools: JIRA, Workfront, Monday

Effective sales/lead generation funnel I built.

Company Name: Centrify, Cybersecurity Saas Product.

Time frame: 2019-2020

Collaborate with Visual/UX Designers, Full-stack Web Developer, SEO team, and Product Marketing to develop a content strategy supporting voice and tone continuity across all prospects' touch-points and buyers' journey.

Problems/Situations:

• Situation #1: Increase SEO ranking by leveraging Content Optimization tactics.
• Situation #2: Only lead-generation campaigns for BOFU content actively running caused high CPL (cost per lead) of ad campaigns on LinkedIn, the paid social channel.

The solutions to situation #1:

• Performed keyword research and identified 725 keywords; broken down those keywords into three categories; brand, non-brand, and competitors. - Assigned all keywords to individual pages and updated meta-data. Incorporating these keywords into the page's content ensures the page's content answers the search's intent, avoiding keyword stuffing.
• Worked with PM and Web-developer to created Wiki-like pages (total: 11 pages, aka, PAM 101 session under Resource) with rich content (copy and images) to appear in Google's PAA's (People Also Ask). The focus of the 1st phase is high-search volume generic keywords.

The solution to Situation #2:

• Deigned Campaign Groups by funnel stages (TOFU, MOFU, and BOFU), Goals/KPIs, and mapped out content offering,
• Fine-tuned targeted audiences based on job titles (100); Account-based approach enabling dynamic sync with 6sense account-based predictive data, based on the buyer's stage.
• Launched TOFU (video) and MOFU (retargeting) campaigns with appropriate funnel content to build touchpoints and frequency with target audience.
• Launched MOFU/BOFU Lean Gen. Form campaigns on LinkedIn to catch prospects showing high interests and continuing consideration.

Results:

• Increased organic search traffic source to 40% of total website traffic, after 60 days of project kick-offs
• Reduced avg. CPL by 33%, and avg. CPL of retargeting is below $50

Below is the funnel approach from which I built for lead-generation efforts.

TOFU

- Awareness stage/non-gated and thought-leadership content: video (CTA: Watch Now), blog (CTA: Get to know Centrify and its solution), PAM Microsite with solution pages (CTA: Learn more, Subscribe)

- KPIs: Unique visits, Pages per visit, time spent on the page, Bounce rate, Event clicks.

MOFU

- Consideration stage non-gated content with retargeting campaigns: "/reviews/" and "/how-to-buy/" pages (CTA :Learn more), "…/competitive-differentiators/" pages (CTA: Learn more), ".../xyzproduct/datasheet/" pages (CTA: Download)

- KPIs: Total returning visitors, Returning visits, Bounce rate, Event clicks.

- Gated content with retargeting campaigns: eBook (CTA: Download), Analysis Report (CTA: Get the Report), On-demand {how to} webinar (CTA: Save your Spot), Drift conversion (CTA: Want to hear about something exciting?)

- KPIs: Lead form-filled (Goal in GA, Conversion from PPC advertising campaigns), Drift conversions

BOFU

- Free Trial Conversion -> SDR Nurture Ready Lead stage. Gated offers: Free-Trial sign-up page (CTA: Start My Trial) Contact Us via direct calls to SDR (CTA: Contact-Us) Drift chat request to talk to SDR

- KPIs: Lead form-filled (Goal in GA), Drift conversions, CVRs of Goals on the website, Lead form-filled-to-INQ, and INQ-to-MQL, MQL-to-SQL Funnel Velocity, Close-won deal size

Examples of marketing automation that I have done in the past.

Company Name: BPM, Top 50 Public Accounting and Advisory Firm.

Time frame: 2018-2019

• Designed and created advanced workflow automation, new subscription form and lists, overhauled email templates, existing marketing lists for email-sent; and successfully launched a subscription center on website and improved performance of email/newsletter campaigns by leveraging the Marketing Automation Platform (ClickDimensions).
• Designed, tested, and optimized landing pages and forms within the Marketing Automation Platform (ClickDimensions).

Experience with creating digital marketing budgets.

Company Name: Digital Realty Trust, Data Center Solution Provider.

Time frame: 2016-2018

• Leading Tier 1 branding campaigns from concept through execution across paid digital channels with a dedicated global budget.
• Problem/Situation: Digital Realty acquired Telx in Q4, 2016. Two companies had different segments. Digital Realty had focused on Enterprise Data Center deals, and the business model for Telx is to serve colocation data center service to SMB. The marketing team was given the dedicated budget ($600K) in Q2, 2017, to address the lack of awareness around Telx's acquisition and reinforce Digital Realty's Corporate value props via a multi-channel digital advertising campaign.
• Solution: Being accountable for the strategies and budget allocation across paid digital channels, drafted channel mix tactics with a multi-touch approach, and launched the advertising campaign across paid media platforms.
• 1st touch-point: (ABM, three targeted account lists) - with 60% of total budget
• One ad landing page: /.../why-digital-realty/ Offer the choices to the sub-page's content. /...datacenter-solution/connected campus /...datacenter-solution/colocation /...datacenter-solution
• Three sets of ad messaging targeting different audience segments

- Legacy Telx customer/prospect accounts list

- Legacy Digital Realty targeted account list.

- General Data Center prospect list

• Campaign types and channels: Display campaign launched across vertical publisher sites via Content Syndication and ABM platform Campaign CTA: Learn more
• 2nd touch-point: (Retargeting) - with 30% to 40% of total budget
• Three ad landing pages were created (sub-pages mentioned above) with three sets of ad messaging specific to the targeted audience segments.

Both ads messaging and content are more engaging and provide incentive gated content to move the needle.

• Campaign type and channel: Display retargeting campaign in Google Display Network. CTA: Download {gated content}.

Result: All campaigns had recorded the highest imp. account reaches CTR (interaction rate). The campaign generated 3 SALs within the first 90 days of launch; avg. 33% of CVR (conversion rate) led to MQLs, and SALs (SQLs) combined. Website traffic increased by 60% after the campaigns' launch, with an improved bounce rate.

How I know a campaign is not successful.

Define a set of KPIs based on the type and goal of a given campaign and its stage within the funnel before campaign launch.

• KPIs can be decided based on either industry benchmark or internal historical performance data.
• Once the campaign runs beyond the ramping-up period (2-4 weeks) with data sufficiency, compare the current KPIs against the targeted KPIs. If the campaign's performance is below the KPIs set and has a hard time hitting the targeted goal, it needs to be reviewed, optimized, and paused. The most important is to investigate and conclude the root cause of the unsuccessful campaign.
• The popular KPIs for the upper of the funnel: 7% Website Conversion Rate for a Saas website, +2% CTR for a classic Display Campaign and a much higher CTR (+15%) for a Search campaign, 3%-5% Conversion Rate for a Search Campaign, $50.00 to $300.00 for a Cost per Acquisitions/Conversion, depending on a digital channel and projected ROI/ROAS. Display campaign is an exception since it’s deployed for branding and need either evaluate with SQL/SAL in CRM or a robust multi-touch revenue attribution tool, like Bizible/Marketo.
• The bottom of the sales funnel's benchmarks are at least +75% CVR for INQ-MQL and +15% CVR for MQL-SQL. +7 for ROI/ROAS.
• So far as ABM campaigns are concerned, the KPIs and success are defined by deals' revenue size of closed won , deal’s velocity, and influence on existing revenue’s (or new revenue) pipeline per targeted account.

•So far as ABM campaigns are concerned, the KPIs and success are defined by deals' revenue size of closed won , deal’s velocity, and influence on existing revenue’s (or new revenue) pipeline per targeted account.