Adebola Adefarati

SeamlessHR is a leading HR technology company that provides cloud-based solutions that reduce administrative burdens and provide data-driven insights to help companies make better decisions about their workforce. I worked with them to guide and execute a multichannel strategic lead generation campaign that focused on HR operations orchestration and performance management. We created tailored messaging for HR tech decision-makers and implemented a phased marketing strategy on LinkedIn and search engines.

The campaign began with an awareness phase using banner ads and a dedicated landing page. This step was followed by a consideration phase, promoting value-based content, including gated blog posts, ebooks, and webinars. We leveraged LinkedIn InMail for direct outreach and ran search campaigns targeting high-intent commercial keywords. To maximize efficiency, we set up automated workflows in HubSpot to pre-qualify leads and assign them to sales development representatives.

This comprehensive approach resulted in 510 marketing-qualified leads, translating into 220 sales-qualified leads and a substantial deal pipeline of $3.2 million. The campaign was a success in driving engagement and potential revenue for SeamlessHR.

This project involved leading a comprehensive marketing campaign for Moniepoint, a B2B fintech serving underserved small businesses. We began with market research, uncovering key insights into customer behavior, particularly the need for high-touch engagements. Our strategy combined digital and offline approaches. We ran targeted ads on Facebook, Instagram, and Google, focusing on awareness and sign-ups. In addition, ad copy and creatives emphasized digital solutions to traditional banking pain points.

To address the high-touch requirement, we recruited and trained 100 geo-fenced channel partners for personalized assistance with recruitment and onboarding. This offline strategy integrated seamlessly with online efforts through a streamlined CRM system. Our content marketing included educational materials tailored to small business banking needs and established Moniepoint as a thought leader. We optimized landing pages for conversions and implemented email nurturing campaigns to guide leads through the sales funnel.

Throughout the campaign, we monitored KPIs using analytics tools, allowing for real-time optimizations. We continuously A/B tested ad creatives, landing pages, and email content to improve performance.

I led a three-year digital marketing campaign for TECNO, rebranding it from an unfashionable smartphone to Africa’s market leader. Our strategy focused on quarterly campaigns aligned with new device launches, each highlighting unique features. We created attention-grabbing events like attempting to break the world record for the longest song for a music-focused phone and organizing influencer road trips for a camera-centric model.

We implemented a multichannel approach across six African markets, including Google, Meta Ads, and Twitter. Each campaign featured optimized eCommerce landing pages, and our content strategy included videos, blog posts, and social media content tailored to local audiences. In addition, influencer partnerships were vital, with exciting personalities being chosen to align with TECNO’s new image. We tracked success through engagement rates and sales correlations and used advanced analytics to monitor KPIs and adjust strategies. Regular A/B testing of ad creatives and landing pages maximized conversion rates. By the 3rd year, we had repositioned TECNO as a trendy, feature-rich brand, with 12 million units sold in the final year.