Lane Harbin

Marketing Strategist for B2B Tech, SaaS, MarTech

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My Work

I am a marketing strategist with extensive experience creating and directing work for different brands, audiences, and industries. The projects below have helped brands like Campaign Monitor, Emma, and Golden Spiral attract, convert, and retain more paying customers.

Content Marketing & Operations

Email Marketing Benchmarks (2019, 2020, 2021 coming soon)

About: At Campaign Monitor, we created a data-backed content piece titled “Email Marketing Benchmarks by Industry & Day”. This report leveraged proprietary product data to create a timely, comprehensive guide to 2019 email marketing benchmarks that drilled down into how industry-specific campaigns performed based on billions of Campaign Monitor customer emails. It performed so well that it became annual. We published it in 2020 to even more coverage and we have a 2021 version in progress that will include a gated guide, webinar series, and “Get Your Score” experience that allows our sales team to pre-qualify leads while also entering prospects into a personalized nurture to drive conversions.

Results:

  • 25K+ visits within first three months of publishing
  • Ranked in the No. 1 position for a very competitive key search term
  • Over 8M+ earned impressions through media coverage in 2019
  • The first launch of the global benchmarks report influenced $25k+ in AER
  • Later releasing industry- and region-specific pages influenced an additional $43k+ AER

Sample Coverage:

  • MarTech Advisor: Campaign Monitor Reports Increase in Email Marketing Engagement for 2019
  • MarTech Today: Government organizations increased open rates by 11% in 2019
  • Media Post: How Do You Rate? Email Performance Benchmarks
  • Chief Marketer: Timing Matters in Email Marketing Report
  • Small Business Trends: 38% of US Consumers Driven to Action by Email Marketing
  • CMO: How to keep your email marketing effective
  • Marketing Profs: Email benchmarks for 19 key industries

The Data-Backed Guide to Nonprofit Marketing & Nonprofit Email Benchmarks

About: Nonprofits are one of our focus industries for Campaign Monitor, so we created a campaign targeting nonprofit marketers that included a guide to nonprofit marketing. Instead of just talking about their needs (which, of course, we did), we decided to use this piece as an opportunity to help them learn more about their own audience: donors. We surveyed 1000 people over the age of 18 to understand what motivates their charitable giving, and the ways they like to stay in touch. We then surveyed over 500 nonprofits about the ways they connect with their donors and the methods that deliver results. And then we compared them to see where they matched up — and, maybe more importantly, where they didn’t.

Results:

  • Generated $48k in influenced AER
  • Nonprofit content now received 6k visits/month
  • Ranks in position No. 1 for “nonprofit email benchmarks”
  • Ranks in position No. 2 for “nonprofit email marketing”

Sample Coverage:

  • Forbes: Nonprofit Email Open Rates Rise Nearly 5% In 2019: Report
  • Charity Digital: Improve Your Charity’s Email Marketing
  • Forbes: Build A Rock-Solid Nonprofit Email Campaign With These Four Steps
  • The NonProfit Times: Nonprofit Email Open Rates Jumped

The Ultimate Guide to Gen Z Marketing in 2019

About: At Campaign Monitor, I led the creation of a premium guide titled “The Ultimate Guide to Gen Z Marketing in 2019″ after noticing a gap in the market. Though marketing publications were constantly talking about millennials, not many were talking about Gen Z. For our target audience, email marketers, Gen Z is an important demographic to understand and reach with marketing. This report leveraged responses from 600+ Gen Zers to create a thorough, informational guide to understanding the world’s newest big spenders.

Results:

  • 10K visits within first three months of publishing
  • Ranked in the No. 1 position for key search term within two weeks
  • Over 47M+ earned impressions through media coverage

Sample Coverage:

  • Forbes: How to Reach College Students with Your Marketing Efforts
  • MarTech Advisor: Gen Z — Everything Marketers Need to Know
  • Marketing Tech News: Why Gen Z Will Change Marketing
  • SME Technology Guide: 5 Small Business Technology Trends for 2020
  • Elite Business Magazine: Why SMEs need to take a generational approach in marketing

Holiday Email Marketing Campaign

About: One of our competitive differentiators is our pay-as-you-go pricing option. Customers can choose to pay per campaign instead of per month, which is especially helpful for seasonal senders around the holidays. Knowing budgets would be tight given COVID-19, we ran a targeted email campaign to prospects, including dead leads, and were able to immediately generate $14,660 in revenue from an audience that we had previously considered disqualified.

Results:

  • $14k+ AER within first three months of publishing
  • Generated 48 new customers with a single email campaign
  • 85% upgraded to a monthly plan instead of pay-as-you-go, resulting in a higher lifetime value

Mailchimp vs. Campaign Monitor | Comparison Page

About: While at Campaign Monitor, I helped launch and write a series of competitive comparison pages that gave ESP buyers a clear-eyed look at the differences between our product and our top competitors. This down-funnel content captured organic traffic and provided a resource for our buyers during the consideration phase of choosing a technology platform.

Results:

  • Ranked in the No. 1 position for key search term within four weeks
  • Leveraged by marketing and sales teams during key buying moments as the competitive landscape changed rapidly in 2019

The State of Small Business Marketing

About: At Campaign Monitor, I led the creation of a premium guide titled “The State of Small Business Marketing in 2019″ as a pillar piece of content for our multi-channel Small Business campaign, targeting SMEs who were interested in digital marketing. This report leveraged responses from over 1k small business marketers to show what was working, what wasn’t, and what marketing channels they were planning to invest in for the coming year.

Results:

  • Resulted in 800+ downloads within the first week of launching
  • Over 20K organic search impressions in 3 months
  • Garnered 3,000+ hits in first month after launch
  • Leveraged in paid Demand Generation efforts

Content Strategy & Budget Optimization

About: When I started at Campaign Monitor in March 2018, there was no documented content strategy. Within six months, I created an entirely new process that included:

  • a Multi-Channel Content Calendar,
  • a Brand Style Guide,
  • a standardized Blog Post Template,
  • a Content Analytics Dashboard,
  • a system for incorporating SEO keyword research into our content creation process.

I then provided training to in-house writers, freelancers, and vendors to onboard everyone to the new process and system.

Results:

  • Increased content production by 200%
  • Reduced costs by 50% within first 6 months
  • Scaled content team and process during a period of aggressive M&A during which we acquired 6 companies and increased revenue by 250%

Event Marketing & Community Building

Marketing & Mixology with Mia Freedman | Sydney, Australia

Results:

  • Exceeded our attendance goals by 30%
  • Completely sold out event
  • Generated nearly $10k in pipeline
  • 300k+ earned impressions generated from post-event coverage

Marketing & Mixology was a first-of-its-kind owned event for Campaign Monitor. Our goal was to increase our brand presence in Australia through a live event with influencer activations, customer advocacy, and engaging programming. The event mixed educational content with fun on-site experiences including lessons with a professional mixologist (creating our signature cocktail, “Champagne Monitor”) and networking with other Sydney-based marketers.

To drive attendance and engagement, I orchestrated a multi-channel campaign with pre-, during, and post-event marketing touch points across social, PR, email, and more (from several continents and time zones away). I also coordinated programming that featured marketing experts from Rip Curl, Red Bull, and Campaign Monitor, along with keynote speaker Mia Freedman.

Sample Coverage:

  • Inside Rip Curl’s “windfall” marketing strategy
  • Rip Curl shares its ‘quick wins’ on marketing
  • Three key ingredients for a successful email marketing campaign
  • Coverage of exclusive event collateral on Australian Email Benchmarks

B2B Tech Marketing Content

At Golden Spiral, a marketing agency for technology companies, I wrote prospect-focused content for the agency site all about marketing best practices. In the course of nearly three years, I became an expert on all things SaaS marketing — or, as our CEO put it, “You essentially got a master’s degree in technology marketing.” I’ll take it. Here is a selection of articles from my time at Golden Spiral:

  • Embracing the New B2B Buyer Journey
  • Accessibility Guidelines for B2B Technology Websites
  • 5 Conversion Rate Optimization Tips to Increase Inbound Leads
  • Generating B2B Leads Through Content Marketing
  • How to Segment Content According to Buyer Persona
  • Two Things Your Website Must Have to Appeal to B2B Tech Buyers
  • What the Changing Demands of B2B Buyers Mean for Your Marketing Strategy
  • Leverage SaaS Onboarding for Customer Retention & Referrals
  • The Digital Concierge: Catering to Business Buyers’ B2C Expectations
  • Why Your Next Website Redesign Will Fail
  • How to Align Sales & Marketing with Revenue Goals
  • Why B2b Technology Companies Should Be on Social
  • Drive SaaS Company Growth by Identifying Your North Star Metric
  • How to Get Executive Buy-In for Your Inbound Marketing Initiatives
  • Three Secrets to Writing a Successful White Paper [Free Download]
  • Attract Top-Tier Tech Talent with Recruitment Marketing
  • 7 Ways to Brainstorm Content Ideas for Your B2B Tech Brand
  • 5 Essential Steps for Creating Your 2018 SaaS Marketing Plan
  • Top SaaS Marketing Tactics to Include in Your 2018 Strategy
  • Optimize Your Tech Marketing Efforts for Talent Acquisition
  • The Biggest B2B Takeaways from Marketing United
  • Why Your Company Podcast Doesn’t Have to Be Boring
  • Why You Should Leverage Linkedin Publisher for B2B Content Marketing
  • The Problem with Buyer Personas
  • How to Create a Competitive Marketing Analysis [Template]
  • The 3 Keys to Winning B2B Buyer Trust [Video]
  • Getting Started: Social Media Strategy for B2B Brands
  • 6 Proven Priorities for B2B Marketing Success
  • 5 Ways to Boost Conversions on Your B2B Landing Page
  • Top 4 Mistakes Companies Make When Marketing Tech Products
  • Top Tactics for Effective B2B Content Marketing

Content for Cybersecurity, HealthTech, CRMs, FinTech & More

In my agency and freelance experience, I wrote content for multiple industries within the technology space. Below, find examples of my writing on everything from cybersecurity to CRMs and more.

Cybersecurity Content

  • Healthcare Cybersecurity 2017 Mid-Year Horizon Report
  • Improving Cybersecurity in the Health Care Industry
  • Compliance Scanning: The Missing Piece of Vulnerability Management
  • Fortified Health Security Horizon Report 2016|2017
  • King’s Daughters Medical Center – Cybersecurity Case Study
  • Ransomware: An OverviewStaffing Solutions Info Sheet

Health Tech

  • EHR Solutions Info Sheet
  • Corporate Overview Info Sheet
  • AtlantiCare BI&A Case Study
  • 7 Key Characteristic of a Successful EHR Implementation Testing Strategy
  • IS Management Partnership Info Sheet
  • MEDITECH Info Sheet
  • E2E Activation Services Info Sheet
  • Phoebe Putney Health Case Study
  • Critical Aspects of a BI&A Program
  • BI&A Info Sheet

Wearable Technology Content

  • How Wearable Technology is Helping Bridge the Skilled Trades Gap
  • Giving the Customer What No One Else Can
  • Expert Insight on Every Service Call With XOEye
  • The Impact of Innovation

Customer Relationship Management (CRM) Content

  • White Paper: Growing Banks in the Millennial Market (White Paper)
  • Introducing the New & Improved CRM 101 [White Paper] (White Paper)

Risk Management Software Content

  • 3 Challenges of Disconnected Software
  • Safran Risk Streamlines Cost & Schedule Risk Analysis
  • The Problem of Real-Time Schedule/Risk Analysis
  • The Solution to Real-Time Schedule Risk Analysis

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