ShortPoint is a Best-in-Class Design platform for Microsoft SharePoint
Growth Areas of Focus at ShortPoint
Branding Iniatives
Establishing memorable branding in a saturated market with 1/20th the SEM budget. Sponsored video, image and unique branding content.
Performance Metrics
Driving growth through an understanding of how each strategy is performing, from customer lag to website data and growth campaigns.
Marketing Automation
Utilizing our CRM solution, SEM, and Website data to market and remarket to potential customers based on specific clicks and interactions.
SEO & SEM Campaigns
Setting up ShortPoint’s digital footprint for SEO structure, backlinking, adjusted meta descriptions and competitive keyword gap analysis.
Creative Direction
Leading the direction of all creative collateral and digital assets to unify the brand, messaging and online presence.
Social Media Marketing
Defining social media campaigns for target demographics to push customer segments for Enterprise and SMBs.
Growth Funnel Optimization
Establishing A/B testing, enhanced conversions and funnel identity to track and improve all marketing strategy MoM.
Data-Driven Attribution
Utilizing AI to drive marketing campaigns through an advanced understanding of how touchpoints contribute to conversions.
Branding Initiatives
Competing against a saturated market with SEM competitors spending 20x, I focused efforts on driving branding for long term growth. Instead of one and done clicks, pushing messaging that resonates with customers defined our strategies and helped ShortPoint three consecutive years of record setting revenue!
Performance Metrics
Concurring the battle against competitors spending 20x in SEM means understanding the metrics that make a difference. With ShortPoint, all marketing functions took into account:
- Website Metrics
Understanding where the traffic is coming from, who is converting and cross-funnel impact. Through a detailed understanding of website metrics, I was able to improve the UX of the site, while driving meaningful traffic to the site, for less money. - Customer Lag
Understanding the sale cycle is crucially important for understanding how marketing & branding campaigns impact sales numbers. Establishing 1. First impression to click. 2. Click to Contact. 3. Contact to Customer. Allows us to understand how our marketing campaigns are performing so we can improve ROAS & ROI. - Growth Funnel Optimization
Driven by website and customer data, I was able to drive Organic, Paid, Referral and Direct channel traffic to improve conversion rates. Website data, drove UX changes and campaign alterations. Customer Lag data allowed us to understand what campaigns had the biggest impact. Together these performance metrics helped ShortPoint increase revenue YoY.
Results
Increased Revenue +14.42% YoY
(+66.56% average over 3 years)
Grew Trial Requests +83.42% YoY
(+52.54 average over 3 years)
Increased Revenue from Organic Traffic +85.87% YoY (+32.40 average over 3 years)
Increased Organic Traffic +38.48% YoY
(42.56% average over 3 years)
Increased all Traffic +57.37% YoY
(22.58% average over 3 years)
Increased Value per Visitor +29.8% YoY
(9.28% average over 3 years)
ShortPoint’s Customer base
View another project
Learn about my work with A&D Technology, working as a Global Marketing Director to push A&D’s brand to the next level. This work included brand directives, performance metrics to drive growth and marketing collateral creation for digital, print and tradeshows.