Situation: I was tasked with increasing brand awareness and generating qualified leads for Bellissima software, a Hamillroad product, within the EMEA region's label and packaging industry at Labelexpo 2023, a key industry event.

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Task: To achieve these goals, I needed to develop and execute a comprehensive marketing campaign that targeted the specific needs and interests of potential customers in the EMEA region.

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Action:

1. Market Research & Ideal Customer Persona:

   • Conducted thorough market research to understand user behaviour patterns and pain points within the label and packaging industry.

   • Collaborated with cross-functional teams (sales, product, design) to develop an ideal customer persona for Bellissima in the EMEA market. This helped us tailor our messaging and content to their specific challenges.

2. Multi-Channel Campaign Strategy:

   • Based on the research and ideal customer profile, I designed a multi-channel campaign including:

     • Pre-Show Buzz: Targeted social media campaigns, press releases, and email marketing raised brand awareness and generated interest leading up to the event.

     • Compelling Booth Experience: I was responsible for event logistics, including:

       • Stand Design: An engaging booth design with interactive demos and informative staff showcased Bellissima's capabilities and attracted attendees.

       • Marketing Collateral: Developed brochures, presentations, and digital materials further educating visitors about the software's features and benefits.

       • Partner Marketing Collaborations: Secured partnerships with industry players to expand reach and co-create marketing initiatives.

3. Lead Capture & Lead Nurturing:

   • A streamlined system facilitated capturing qualified leads for sales follow-up.

   • I implemented a marketing automation workflow using HubSpot for lead nurturing. This workflow:

     • Identified and segmented leads based on their interests and interactions at the booth.

     • Delivered targeted email sequences with valuable content (e.g., case studies, white papers, product demos) to educate leads and nurture their interest in Bellissima software.

     • Triggered automated follow-up actions for sales to engage with qualified leads at the right time.

Results:

• Digital & Brand Awareness: The campaign resulted in a 200% increase in social media engagement and a 400% growth in followers within the EMEA region, significantly expanding Bellissima's reach.

• Qualified Lead Generation: The campaign successfully generated a substantial number of qualified leads, with a 15% conversion rate from MQLs to SQLs, providing the sales team with a robust pipeline of potential new customers.

• Industry Recognition: The booth attracted positive attention and established Bellissima as a strong contender in the market.

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