Selected works
Turning free plugins into Gravity Wiz’s #1 lead generation source
I helped turn free Gravity Wiz plugins into Gravity Wiz’s leading source of leads, with top-of-funnel campaigns generating as many as 2,500 leads per quarter. I paired each free offer with coordinated promotion and nurture designed to move qualified prospects toward paid products.
Leads per quarter from top-of-funnel campaigns
Helped make free plugins Gravity Wiz’s consistent top lead source
Contributed to the Black Friday nurture program’s increase in conversions from nurtured prospects
Context
Free tools are great for generating leads. They solve a problem, they can be developed (relatively) quickly for a certain use case/job-to-be-done, and if designed properly, can serve as the perfect TOFU entry point.
There’s always a bit of debate in marketing around lead generation with free value. Mostly, if we offer free tools and generate leads, are these prospects going to just want more free stuff? Are they the kind of “prospect” we even want?
This varies by industry, but by choosing the right resource/offering to develop and make free, you can get a valuable conversion % out of each cohort.
At Gravity Wiz the content strategy did a great job at getting people on-site. I wanted to develop our lead generation through leading with value.
My role
I advocated for the free-product strategy, worked with development on the offers, and built the campaigns and nurture around them.
Actions taken
- Advocated for turning selected paid products into free acquisition tools.
- Helped transform Live Preview into the free Dev Tools product.
- Worked with Gravity Wiz’s development team to create free offers most likely to generate relevant leads.
- Developed the marketing campaigns for Dev Tools, Code Chest, Spam Hexer, and Feed Forge.
- Built a multi-channel launch and acquisition system for each offer.
- Created supporting content and landing pages.
- Secured exposure through plugin listings, communities, and other earned channels.
- Used paid advertising where it could extend qualified reach.
- Built email campaigns for launch and follow-up.
- Kept the relationship to Gravity Wiz’s paid products clear enough to support later education and conversion.
- Built value-led nurture for the ensuing leads.
- Continued providing useful material rather than immediately forcing a sale.
- Timed the strongest commercial offer around Gravity Wiz’s Black Friday discount period.
Results
- Created top-of-funnel campaigns that generated up to 2,500 leads per quarter and developed nurture programs to move prospects through the conversion funnel.
- Helped make free plugins consistently Gravity Wiz’s #1 lead source.
- Contributed to the Black Friday nurture program that increased conversions from nurtured prospects tenfold.
- Established a repeatable path from free value to product education and conversion.
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