B2B marketing / Academic project
ClubHub B2B Strategy
A full-funnel plan for an AI workplace platform
Academic projectIntegrated marketing strategy concept
- Planned experiential budget
- $100K
- Proposed banner-ad budget
- $5K
- Awareness to conversion
- Full funnel
An academic marketing strategy. Channel choices and campaign activities are recommendations; live leads, revenue and return on investment were not measured.
The challenge
Build a clear route from business audience awareness to qualified interest and sales conversations for an AI-supported workplace platform.
My role
I co-developed the audience segmentation, channel strategy, social selling, content, webinar promotion and campaign measurement approach.
What I delivered
- Target segments and positioning
- Direct and partner channel strategy
- LinkedIn and social-selling plan
- Webinar and testimonial concepts
- Lead-generation and ROI measurement framework
Strategy into decisions
How I approached the work.
Define the buyer first
The plan connects the audience’s workplace needs with positioning and a relevant value proposition.
Give channels a shared purpose
LinkedIn content, direct outreach, partners, webinars and testimonials support different stages of the buying journey.
Measure useful progression
The evaluation framework connects content engagement with qualified interest, lead generation and later sales outcomes.
Selected project visuals
The work in view.
Project outcome
Produced an integrated B2B strategy that connects audience needs, content, channels and sales follow-up.
How success would be measured
- Awareness
- Reach and relevant audience engagement
- Consideration
- Webinar registrations, attendance and content response
- Conversion
- Qualified enquiries, sales progression and attributable return when data is available