Andrew Rossillo

We lost our paid ad budget and pivoted to organic strategies, faced low external and internal awareness, and lacked a Reddit handle. Previous sponsored posts had low engagement (under 0.08% CTR) and high bounce rates (78%) due to corporate tone. SMEs were isolated behind whitepapers, with no dialogue with decision-influencing communities.

PHASES

1. Connected with our corporate Reddit manager, selected subreddits, curated SMEs, and defined objectives around deep technical value; no product talk.
2. Handled seeding via a landing page, social media promotion, internal employee advocacy, and early question ingestion.
3. Led 2-hour Q&A sessions; gathered markdown tech links and unscripted answers.
4. Delivered an Outshift-centric blog; post-event social media posts with pull quotes, eureka moments, and amplification tagging; and cross-team whitepapers to boost expert authority and external and internal awareness and consideration.

I earned 91% positive upvotes and grew engagement by 14.8x. Landing page CTR rose 42.5x over previous paid results, and post-AMA bounce decreased by 71.8%. I optimized the budget by repurposing AMA content into blogs, driving ongoing organic traffic.

Alteryx needed to leverage its McLaren partnership to drive enterprise registrations for an AI/analytics webinar. Despite high brand prestige, past co-branded events suffered from a 3.2% click-to-register conversion rate due to fragmented messaging, low internal stakeholder alignment, and failure to convert brand hype into concrete connections. We needed a cohesive, high-trust copy strategy.

We built an end-to-end multichannel messaging framework.

1. Research: Analyzed community pain points across digital communities to strip away corporate buzzwords and emphasize real-world AI utility.
2. Implementation: Developed core talk tracks with McLaren, high-converting landing page copy, as well as tailored social media, blog, whitepaper, and email assets.
3. Optimization: Created internal stakeholder enablement decks and targeted community teasers to align sales teams and drive organic advocacy across technical forums.

Registrations exceeded the goal by 27%. Landing page conversions rose from 3.2% to 31%. Unified copy boosted brand loyalty. Tailored, community-first messaging turned co-marketing into conversion. Cross-org stakeholder alignment grew buy-in synergy.

The client struggled to bridge the gap between top-of-funnel awareness and active evaluation for their mid-funnel (MOFU) technical audience. While blog traffic had been high, MOFU assets (whitepapers and architecture guides) yielded a low 1.8% conversion rate to demo requests. Engineers found generic marketing fluff unconvincing, and sales lacked technical assets to advance deal pipelines.

I engineered a practitioner-focused MoFu engagement strategy:

1. Research: Audited developer forums to identify specific evaluation friction points and technical objections.
2. Implementation: Replaced static copy with interactive architecture sandboxes, hands-on code labs, and peer-led technical teardowns.
3. Optimization: Created behavior-based lead scoring that triggered technical sales engineering support based on sandbox API calls rather than passive page downloads.
4. Momentum: Developed supporting content for sales and nurture content for drip campaigns, segmented by behavior scores.

Lead-to-opportunity conversion grew from 1.8% to 6.4%; sales cycles dropped by 35%. Early hands-on proof built buyer trust and higher contract value. Technical buyers convert on interactive proof and trust born of content from peer practitioners.