Selected works
Redesigning prospect nurture around Black Friday to drive 10× more conversions
How I redesigned our nurture campaigns around Black Friday to 10x conversions during the sale.
More conversions from nurtured prospects
compared with the previous year
Context
Black Friday is big in the WordPress ecosystem. The one problem with this: WordPress users expect it. Why purchase in October when you can wait until November and pay, at times, half the cost.
I redesigned our nurture strategy to optimize for behavior influenced segmentation and lead with high value offerings to keep customers engaged.
The hypothesis: by nurturing prospects consistently we can pull out the big guns — our sale — on Black Friday.
My role
I redesigned the prospect-acquisition and nurture strategy, including segmentation, lead capture, automation, and the campaign plan leading into Black Friday.
Actions taken
- Developed high converting lead generation assets in tandem with my team. Repositioned existing ones and built dedicated campaigns to support high performers.
- Coordinated free-plugin promotion across content, paid media, email, the website, community placements, and GravityForms.com.
- Mapped the prospect journey from first lead capture through Black Friday conversion.
- Created short, value-led emails tailored to prospect behaviour and interests focusing on free value and offerings that keep them engaged.
- Developed lead capture strategies and campaigns, including website modals, in the weeks leading up to the Black Friday campaign.
Results
- Drove 10× more conversions from nurtured prospects during Black Friday compared to the previous year.
- Created a coordinated path from value-led lead capture to the period when WordPress buyers were most ready to purchase.
Next selected work