Objectives & KPIs
Pipeline-first goal structure
Set qualified pipeline creation as the primary objective, supported by lead-generation (MQL/SQL conversions) and awareness-plus-acceleration KPIs, with a tailored content funnel for both reach and nurture segments.
Messaging Hierarchy
Proof points to one-line promise
Built a layered hierarchy: industry proof points, key messaging, value description, a value proposition, a market-positioning statement, and a single one-line brand promise — all anchored to mid-sized-business security pain points.
Channel Mix
Social, search, EDM, and events
Mapped paid social and digital ads, search and review sites, an automated nurture EDM track, and webinars / live demos / roadshows — each tied to a funnel stage and audience intent.
Marketing vs. Sales
Roles across the funnel
Defined who owns what at each stage — marketing-led awareness and nurture, shared mid-funnel lead handling, and sales-led acceleration with enablement support such as battlecards and ROI tooling.
Content Plan
Three differentiated assets
Proposed an experience video pack (MOFU), a thought-leadership micro-series (TOFU–MOFU), and a partner co-written success case (BOFU), each with theme, differentiation, funnel stage, and audience.
Campaign Setup
Simulated 3-month paid build
Specified a Google Ads (Video + Demand Gen + Search) simulation: APAC geo and role targeting, audience signals and keyword themes, a phased budget split with bid-strategy progression, and a capture-to-conversion nurture workflow.
Landing Page
Wireframe and A/B test plan
Described a full conversion-focused landing-page layout — hero, proof strip, social proof, demo, mini case study, short form, closing CTA — with A/B tests for CTA placement, form length, headline framing, video, and social proof.
Platform Best Practice
Prioritized execution playbook
Chose one platform to prioritize and gave practical best practices on ad-intent grouping, creative refresh, smart-bidding readiness, audience guidance, and negative-keyword hygiene.
Performance Analysis
Modelled a hypothetical campaign
From a sample data set, calculated leads, spend, and cost-per-lead, assessed lead quality and nurture drop-off, and recommended two concrete optimizations across messaging and budget allocation.
Reporting Dashboard
Cross-functional metric design
Outlined a marketing-and-sales dashboard — pipeline-versus-target, lead funnel, win rate, channel performance, and conversion speed — with the rationale for each visualization.
Product & Sales Alignment
Feedback loops that improve quality
Wrote an alignment plan for using product-marketing inputs (personas, battlecards, value drivers), running regular sales syncs on lead quality, and holding shared metrics across functions.
