Project
SBTI
SBTI is a global management consulting firm specializing in Lean Six Sigma and continuous improvement training. The client sought to modernize their brand, increase digital engagement, and build new lead generation channels. My team led a full rebranding effort and executed a campaign-driven marketing strategy focused on B2B engagement and thought leadership.
Scope of Work
- Brand Refresh & Visual Identity
- LinkedIn & Facebook Ad Campaigns
- SEO & Content Strategy
- Google Ads
- Drip Email Marketing
- WordPress Website Management
- Analytics & Reporting
My Approach & Contributions
I directed the digital marketing strategy and campaign execution post-rebrand, with a focus on delivering qualified leads through educational content. One key initiative was the “Improvement Maturity” campaign, built around a self-assessment quiz that diagnosed an organization’s operational maturity. I developed and implemented a drip email series tailored to user results, offering actionable insights and driving users toward gated content and webinar sign-ups. Paid media efforts supported the campaign across LinkedIn and Facebook, targeting decision-makers in manufacturing, healthcare, and automotive industries.
Key contributions:
- Designed and deployed quiz-based funnel with personalized drip content
- Implemented gated content flows tied to webinar and on-demand events
- Managed paid media and budget allocation across multiple B2B verticals
- Optimized site content and structure to support SEO and conversion
The Results
- 23% lead capture rate from quiz engagement (above B2B SaaS benchmark of ~15%)
- 43% email open rate on segmented nurture flows, with a 12% CTR
- Generated over 400 qualified leads in the first 8 weeks of campaign launch
- Achieved 6.1% CTR on LinkedIn ads, 3x above the industry average
- Drove a 28% increase in organic traffic through restructured site architecture
- Expanded campaign to the automotive vertical based on initial success
