Self-Initated Projects and Case Studies
The 200% MQL Lift: Optimizing Technical Content for Conversion
INTERNAL PROJECT: SELF-INITIATED
Context
The blog was generating traffic, but not enough "High Intent" leads (MQLs). We were writing good content, but it wasn't converting readers into buyers.
Organization: Wingify / VWO
Year: 2019-2022
My role: Content Marketer
Process
Problem
The Audit: I analyzed our top 50 performing blog posts and found high bounce rates on our A/B Testing category blogs.
The Hypothesis: Our content was text-heavy with fewer calls to action. It needed to be optimized to convince users to start a free trial.
The Action:
Implemented a new A/B test on the top 20 blog posts with newly designed CTA placements, including hero banner, interstitial, and conclusive CTAs.
With statistically significant results, scaled the changes into 100+ blogs to test the strategic CTA placements, focusing on user engagement and reduced bounce rate.
Results
200% Increase in Marketing Qualified Leads (MQLs).
100% Boost in conversion rates on optimized pages.
Takeaway: This proved that technical accuracy + persuasive copywriting + culture of experimentation = Revenue.
Context
Client: PartnerHacker and PartnerStack (B2B SaaS)
Organization: Airmeet
My role: Senior Content Marketer
Through data analysis of sales calls (Gong), the PartnerHacker team identified a critical trend: mentions of "Partner Relationship Management (PRM)" were declining, while mentions of "Ecosystems" were rising. The market was changing, and teams needed to own this new narrative immediately rather than sticking to outdated terminology.
Problem
As Sr. Content Marketer at Airmeet, I conducted deep-dive interviews to extract their growth playbook and prove the ROI of the Airmeet platform. Some of the insights I gathered from the event held on Airmeet for the webinar were:
Identifying a growth loop in their events.
The Waterhole Strategy: Instead of a webinar, Airmeet positioned this as a "category creation" moment. The clients didn't just sell software; they gathered the community around a new philosophy—Time is the last gateway for events.
The Content Flywheel: This was the critical insight. The PartnerStack and PartnerHacker teams didn't let the content die after the live session.
The Hack: They took screenshots of the live chat taken on Airmeet during the event to prove social proof.
The Repurpose: They turned session clips into "palatable content items" for social media immediately, creating a FOMO loop.
The Capture: They used the event to drive newsletter subscriptions, adding 698 new subscribers directly from the sessions.
Process
$270,000 in Pipeline booked immediately following the event.
42 Bottom-of-Funnel Demos booked.
60 Competitor mentions in sales calls (Gong data) referencing "Ecosystem Week".
Results
Context
Client: Tenbound (B2B Sales Development Advisory)
Organization: Airmeet
My role: Senior Content Marketer
The "Empty Pipeline" Anxiety: Most B2B companies suffer from irregular lead flow. Tenbound needed a system where sales never complained about an inadequate pipeline.
The Engagement Gap: Traditional webinars were becoming content dumps. Users would download information but not engage. Tenbound needed to shift from "Consumption" to "Interaction" to drive real intent.
Problem / Goal
When I interviewed David Dulany, the CEO of the company, he revealed a critical insight: he doesn't treat events as 'one-offs.' He uses a seasonal 'Wave' strategy in the webinars, where the goal is to subscribe to their newsletter. My role was to extract this methodology and package it as a success story for Airmeet.
The Tech Fit: Airmeet’s "Interactive-First" features (Fluid Space, Q&A) allowed Tenbound to promise "3 Actionable Insights + 3 takeaways" to subscribe to their newsletter rather than passive listening.
Process
Tenbound had the 'Event Wave' strategy, but they lacked the infrastructure to deliver it. They specifically chose Airmeet because legacy webinar tools were too passive to sustain year-round momentum. My analysis codified this 'Strategy + Tool' fit, documenting exactly how they used Airmeet’s interactive features to source 50% of their total marketing growth.