Driving Innovation in the Employee Benefits Industry
- PRODUCT MARKETING
- CAMPAIGN CREATION
- PRINT PUBLICATIONS
- USER RESEARCH
Overview
Connect Healthcare Collaboration is the marketing and sales engine powering the employee benefits space. They launched a platform, The Granite List, to serve as a valued hub to connect employee benefits brokers with high quality vendors. I worked on the product launch team, creating LinkedIn campaigns, designing marketing materials, and conducting user research.
Company
Connect Healthcare Collaboration
Year
Main Goal
As a marketing specialist on the product team, my main goal was to find the right channels and design engaging graphics to increase brand awareness and convert engaged prospects into early adopters.
Process
Over a span of eight months, I
- Utilized our CRM to perform sales outreach calls, and conducted user interviews with those who utilized the site. Using the consumer data from contacts who converted and feedback from user interviews, I developed personas and identified the user journey.
- Used the demographic and psychographics from the personas to input into Linkedin Ads targeting feature as well as invite those users to our LinkedIn Page.
- Proposed solutions from the opportunities discovered through the user interviews and passed the information to the development team.
- Conducted market research analyzing competitors and identified The Granite Lists’s key strengths to highlight in our messaging
- Joined industry events to network, and stay relevant on the latest news in the industry to provide relevant content.
Outcome
As a result of the sales outreach calls finding those prospective early adopters, The Granite List received three VIP vendors. The LinkedIn Campaigns and LinkedIn Social Media drove around 100 prospective users to the site, and marketing materials delivered through our newsletter engaged over 360 contacts throughout the process.
Resource Guides
To engage both vendors and brokers on weekly newsletter, we created resource guides . I was responsible for designing the publications and ensuring its readability, effective data visuality, and delightfulness.
LinkedIn Ad Campaign
With the goal of driving vendor signups and broker users to the site, I created an engaging video ad that informed a list of over 10,000 contacts and users targeted by the LinkedIn targeting feature about the Granite List.
An Exciting New Feature
By incorporating the feedback from the user interviews, I proposed the addition of a filter feature. After implementing this feature, it became an effective selling point to the vendors. Check it out yourself.