Launched a new digital platform along with a go-to market campaign
Company: BlackRockDate: July 2017 - October 2017
The project
In the summer of 2017, I was pulled from a digital marketing role launching landing pages on BlackRock.com and iShares.com to dedicate myself to launching a website for U.S. financial advisors, for the first time at BlackRock. In addition to launching a website from the ground up, I helped lead the go-to-market marketing campaign.
We formed a SWAT team of four marketing individuals to lead the launch of the biggest initiative in U.S. Wealth Advisory Marketing at the time.
The process
Conducted an audit of BlackRock web sitemaps to inform the navigation and site architecture for the newly formed BlackRock Advisor Center. In addition to migrating pages, helped write copy, launch, and QA new pages.
Informed the strategy for a streamlined paid marketing activation across display, social, and search and partnered with a digital agency on the execution. Led the email marketing program, setting the strategy, messaging, and launch.
Worked closely with the product development team to better understand the new upcoming tools while in production, to help inform marketing efforts.
The results
Drove new user sign-ups from the Oct 2017 launch through Aug 2018
Leveraged new tools within the digital platform to encourage data collection
Launched BlackRock's first financial advisor digital platform
Determined site architecture
Partnered with a digital agency to activate marketing across paid channels
I helped inform creative briefs, set the strategy, and met biweekly to discuss results and next steps.
Display ads
Targeting: Financial advisor targeted websites (e.g. CNBC, NYT, WSJ, Bloomberg).
A/B test: Background images vs graphical, solid-color backgrounds. The background images (pictured left) outperformed the graphical backgrounds.
Cost: Least cost-effective channel, in comparison to paid social and owned channels, such as email.
Paid LinkedIn & Facebook ads
Targeting: Financial advisors, with more refined targeting capabilities on LinkedIn.
Cost: Most cost-efficient paid channels.
Google search ads
Targeting: Bid on terms such as "risk analysis" to capture search intent.
Note: The image (left) is for illustrative purposes only. Any paid search ads included mention of it being an "ad."
Developed the go-to-market email, leading to a 98.9% lift in open rate and 10.4% lift in CTOR
Audience: 92.2K advisorsOpen rate: 17.7%Click-to-open rate: 8.5%Benchmark: 8.8% open rate | 7.7% CTOR
I am really excited to share that your marketing is working! I have not been able to get in front of this team yet this year.
[A client has] forwarded me your e-mail and would like to discuss our stress test tool as the main agenda for the meeting."
Sales specialist2017