Driving Adoption: My Content Strategy for Perry Weather’s New Feature

See how I helped this B2B SaaS company drive awareness and adoption for a new product feature launch.

Situation

B2B SaaS company Perry Weather had just secured $15M in a Series B funding round, and was investing heavily in new feature development.

One of those features was enhanced air quality monitoring capabilities – a timely and relevant topic given the recent California fires.

Perry Weather had a small, scrappy and junior marketing team that drove success by trying new things and “going with their gut.” But they lacked the formal processes and expertise to build a multi-channel content marketing campaign that aligned marketing activities with business outcomes.

Solution

I developed a comprehensive content strategy and launch schedule to drive awareness of the new feature launch, a strategy to drive qualified traffic and lead generation and adoption among current customers.

This included:

– TARGET AUDIENCE: We identified that the most relevant audience were West-coast customers and target accounts, where air quality concerns are most pressing.
– MESSAGING STRATEGY: I developed a compelling story to communicate the impact that this new feature had on customers and the industry. I also developed a positioning and competitive differentiation strategy and presented it to the go-to-market teams (Sales, Customer Support, Marketing).
– PLACEMENT: I identified the channels that would best support Perry Weather’s goals, which included a press release, email campaign, educational webinar, social media, and website landing page with Hubspot lead gen form and blog posts targeting high-volume and high-intent SEO keywords.
– ASSETS: I outlined the necessary creative assets and the messaging strategy needed to launch the campaign.
– TIMELINE: I created a communication plan to drive awareness and adoption that aligned with product launch timelines.

Results

Given the tight schedule, we hit the ground running! This campaign all came together in less than two weeks. I wrote the copy for all the assets and launched on time.

The educational webinar produced over 90 leads in the form of registrations, with an average view-time of 31 minutes.

The press release had a total pickup of 132 publications and over 2,000 views. And it definitely generated buzz – a producer who read the press release extended an invitation for the CEO to speak on a televised segment!

The campaign was a success both externally, and internally: the developer team in particular was ecstatic. They had never had a full marketing campaign for a new feature launch! It felt good to work on a project that was so well-received.