The 2020 Lilypad product tour, written, directed, and edited by yours truly. Shot and animated by the good folks at Meridian. The main goal of this ad was to create a modular video asset that could be sliced and used across digital retargeting campaigns as well as serve as a sales enablement assets for our outbound sales team.

Ebook

At the industry’s biggest conference, I organized and hosted a sold-out panel discussion with executives from some of the biggest brands. You can learn more about the panel on my other project page, but at its core, the panel was an opportunity to share sales best practices with the industry and drive thought leadership around Lilypad. 

The Beer Sales Best Practices ebook was born from that panel discussion and is the most comprehensive guide to alcohol supplier sales to exist in the market today. The ebook has been downloaded thousands of times and still consistently drives leads to Lilypad over a year later.

The first five chapters of the book were released on our blog then pushed through email and social to drum up hype. The complete ebook was only available to folks who subscribed.

I directly managed a team of two copy writers, a designer, and a junior marketer to bring the book and campaigns to life. It’s my hope that it serves as a guiding light for our customers for years to come.

Email

Direct email was a core channel for Lilypad throughout my time managing product and marketing. Below you can find some samples of the marketing emails that were sent under my watch.

Blog + SEO

Early in my time at Lilypad I realized there was a dearth of thought leadership and sales-driven content in the maturing alcohol industry. There was long-term opportunity to position Lilypad as an authority on sales management and doing so would pay dividends for retention, sales, and SEO.

I launched the Sales Leaders Interview Series where I would do long-form interviews with our clients. We would drill in on the nitty-gritty details of their business and how they used Lilypad to improve. I would then take the results of those interviews, transcribe them, and build out blogs, email campaigns, and social posts to drive traffic.

The twelve-part series was widely read by clients and prospects alike. It was also responsible for bringing our SEO ranking for the word “Lilypad” to #1. Maybe most importantly, the clients we interviewed and published were thrilled for the publicity and the attention we paid to their business. It made our customer success team better partners.

Social & Retargeting

In the beginning, social was a supporting channel for us. It was a delivery mechanism for a lot of the content we had been working on and a way for our customer success team to engage with our clients. Eventually, we began investing more time into building out funnels and retargeting campaigns across Facebook, Instagram, LinkedIn, and Google Ads.

We began creating bite-sized video content to fill the funnel and drive people to our longer form website content. Once in the funnel, we would engage them with a progressive series of video content and calls to action based on what content they had already engaged with. Our most effective social retargeting came when using geofences in combination with physical conferences.

Webinars

I’ve organized multiple sales webinars during my time at Lilypad. To the right you can check out two of the landing pages for these webinars. The email campaigns supporting the webinars are linked here and here.