#17: Marketing Campaign Strategies that Generate New Sales Leads
How can marketing not only support sales but help sales generate new leads? This may seem like an easier task in more other industries like software or B2C companies, but is this possible in the A/E/C industry?
Can a marketing department at an A/E/C firm develop and execute a marketing campaign that results in new sales leads for the firm? Our marketing departments are really good at increasing brand awareness and some of us are getting better at increasing engagement with our content, social media, etc. But how many of us are putting together campaigns that we can directly attribute new sales to?
There aren’t many case studies about marketing campaigns generating new sales for A/E/C firms. And, that’s why when I met Itza Acosta in my marketing cohort and she shared a story of one of their webinars, I knew I had to get her on the podcast.
Itza is the Marketing Lead for Golder in North America. In one of our first cohort calls near the beginning of the COVID quarantine, we were sharing our stories of what we are doing now, how our firms have pivoted, and what’s working for our marketing and business development efforts. Itza mentioned a webinar that her team produced rather quickly that resulted in several new clients and projects for her firm.
That’s when I knew I had to get her on the show so we could dig in further. So we could learn how her marketing campaign plan development helps bring in new sales leads. And, I was so happy when she agreed and how open she was with the knowledge she shares on the episode.
In this episode, Itza’s talks about:
- Her role at Golder and how it’s different than other A/E/C marketers.
- How her team determines when they need a specific and robust marketing campaign vs. traditional marketing communications.
- The details of a specific marketing campaign her team developed quickly as a response to COVID-19 including the planning, execution, and follow-up stages.
- Some of the ways she measures the success of her marketing campaigns.
- A few best practices when working to get information from her technical staff, specifically when it comes to content for her marketing campaigns.
Meet Itza Acosta - Marketing Lead for Golder
Itza has over 18 years experience in B2B, across multiple industries and geographies. Her experience includes Strategic Planning, Content Strategy, Marketing and Business Development, focused on developing and managing successful strategic marketing campaigns, resulting in increased brand awareness, higher market share, larger customer base and profits.
Recently, some of the projects have included a focus on market penetration, brand awareness, lead generation, campaign management, integrated marketing, and business growth through the development of traditional and online marketing strategies.
She earned a B.S. in Industrial Engineering and have a Masters in Marketing from Pontificia Universidad Javeriana in Cali, Colombia. She is fluent in Spanish and English. Her research interests include strategy, digital and email marketing, content marketing, account based marketing and creativity applied to business.
Rate, Review & Subscribe on Apple Podcasts
If you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes that you’ll only know about if you subscribe to the podcast. Subscribe now!
