Lorena Zapata

• $1 Million — Influenced Pipeline in Revenue
• 975% — Overall Virtual Events Registration Growth
• 99% — Webinar Engagement
• 57 — Sales Enablement Assets Created
• 2-4 — Marketing-qualified Leads per Event
• 21 — Events Created End-to-end in Nine Months

Motimatic, a B2B edtech company serving higher education institutions across the US, needed to increase client engagement and expand its enterprise footprint. I was brought in to strategize and execute on these needs. I became responsible for leading a full-funnel, multichannel marketing initiative targeting provosts, presidents, and other senior education leaders.

I pioneered multichannel marketing strategies that boosted virtual registrations by 975% and in-person registrations by 1,150% through cross-functional collaboration on Airtable with account executives (AEs), sales development representatives (SDRs), regional vice presidents (RVPs), and engagement managers to orchestrate personalized outreach and drive impactful growth. I also optimized data-driven retention strategies by analyzing the top 40 high-value accounts on Salesforce and Excel to implement targeted nurture campaigns based on detailed segmentation, resulting in $800,000 in expansions and renewals.

The solution involved:
• Building a full-funnel integrated marketing campaign using ABM and motivation science across all messaging.
• Designing and executing a playbook of 10 roundtables, monthly webinars, four in-person regional consortiums, 15 nurture sequences, and the company’s first annual summit.
• Mapping the customer journey, user personas, and target audiences for high-level leadership in higher education.
• Leveraging Salesforce, Outreach, and Mailchimp tools and data to create an ABM strategy on the top 40 key accounts based on last closed-won opportunities, annual revenue, activity, and lifecycle stages.
• Strategizing regional event timing based on internal data analysis of market penetration and renewal opportunity by region.
• Using roundtables as an entry point to create product feedback loops and user-generated content for social posts (testimonials), webinars, and consortium event discussions.
• Partnering directly with high-level leadership—presidents, VPs, provosts, and executive directors—to co-host virtual and in-person events, including the first annual summit.
• Leading a team of SDRs, RVPs, engagement managers, a marketing coordinator, and designers to orchestrate the company’s first annual summit in Chicago, bringing together expert speakers in motivation science and higher education.
• Creating 57+ assets: agendas, speaker scripts, advertising copy, blogs, impact reports, whitepapers, sales enablement nurture sequences, and objection handling.

Via highly targeted ABM email campaigns, I secured $450,000 in expansions and renewals, boosting customer lifetime value in six months, and contributed around 11 total expansions and renewals per event, including a significant $300,000 upsell from the first annual summit.

• 460% — Growth in Memberships and Donations
• 12% — MoM Increase in Ticket Sales
• 171% — Boost in Social Media Followers in Three months
• 95% — Virtual Workshop Participation Rate
• 64% — MoM Increase in Workshop Participants
• 5 — New Countries Added Outside of the US

In 2020, COVID-19 wreaked havoc in many industries, especially for in-person music event organizations. As part of a greater marketing strategy, our challenge involved keeping skeptical audiences engaged online while they waited for in-person concerts to return.

GOALS
• Keep audiences engaged.
• Enhance Facebook engagement.
• Increase online workshop ticket sales.
• Retain and boost memberships and donations.

8-WEEK OBJECTIVE
• Top of funnel: Grow Facebook following by 10% and post engagement by 10%.
• Middle of funnel: Increase the email open rate by 3% and CTR by 1-2%.
• Bottom of funnel: Secure 20 participants in every workshop at $500 per workshop and $25 per ticket.

The solution was a multichannel marketing strategy that included ads, social media, virtual events and workshops, email marketing, and direct mail.

KEY ACTIVITIES
• Identified the target audience via competitive analysis, email and social surveys, phone calls, and polls.
• Laid out the customer journey and key touchpoints in the customer lifecycle.
• Set objectives and KPIs for each stage of the funnel.
• Digitized the entire company and completely updated the website for conversion rate optimization.
• Completed the transfer from the old CRM to Mailchimp using data cleansing and segmentation.
• Partnered with music professors across institutions to lead online workshops.
• Created and optimized landing pages with videos and information.
• Launched Facebook Ads and organic posts—contests, polls, and memes—leading to landing pages and event pages.
• Executed email nurture sequences to engage current and new audiences based on behavioral triggers.
• Launched “Keeping the Music Alive:” A weekly live chat campaign on Facebook with SFEMS to give updates, interviews, and testimonials.
• Devised a social media strategy leveraging humorous memes.
• Gamified nurture sequences with rewards for loyalty and referral via direct mail and swag.
• Leveraged Mailchimp, Zoom webinars, EarthLink for email correspondence, Google Sheets for scheduling, Facebook Live Chat, Facebook Ads, VistaPrint, WordPress, Zapier, and Google Analytics.

Through combined marketing efforts, our viral post reached 2+ million, our social following grew by 171% from 1,700 to 4,600+ in three months, and we hit double digits and the Top 3 Early Music Pages on Facebook. We also earned a 95% workshop participation rate, a 12% MoM growth in ticket workshop sales, a 460% boost in membership—the highest ever since its inception in 1975—100+ participants per workshop for 3+ months straight, an over 90% workshop retention rate, and an international reach—another first for SFEMS.

• 20% — MoM Conversion Rate Boost via ASO
• 5x — Overall Ad CTR Increase
• 98% — MoM Reactivation and Retention Rate
• 190 Million — Monthly Emails for 2+ Million Users
• 83% — Growth in Blog Readership via SEO

Miles was a Silicon Valley tech startup specializing in big data and gamification. Its mobile app tracked users’ travel, allowing them to earn and redeem miles for discounts within the app’s marketplace. I joined Miles to analyze data, patch up funnel leakages, and grow its user base more efficiently through user acquisition strategies and, later, organic growth marketing.

KEY RESULTS
• Facilitated 98% reactivation and retention MoM by creating copy and scheduling and ensuring correct segmentation on 150+ monthly push notifications and 250+ emails, SMS, web, and in-product messaging.
• Produced 190+ million monthly emails as B2B2C promotional, product, and educational content, delivered to an audience of 2+ million readers and data leaders by collaborating with Design, Data, and Sales.
• Accelerated organic conversion rates by 20% MoM on the Google Play Store and the App Store by optimizing positioning, leveraging customer and competitive insights, and implementing industry-leading ASO practices. This allowed us to transfer efforts from paid to only organic marketing.
• Amplified blog readership by 83% by formalizing a weekly 1,200-word blog process using SEO practices, analyzing performance, and distributing across social, email, chat, internal communications, and mobile.

KEY ACTIVITIES
• Built out personas and customer journeys, and messaging frameworks for each ideal customer profile.
• Analyzed current growth efforts in paid ads, in-app product marketing, messaging, and advertising copy and design.
• Conducted market research and competitive intelligence across 10 competitors, creating a competitive landscape for a new app feature, and a SWOT analysis for other new features.
• Crafted GTM launches for four new app features to increase user engagement through gamification like bids and raffles, retention through tier memberships, and expansion through refer-a-friend campaigns and loyalty programs.
• A/B tested hundreds of new designs and messaging for new features.
• Managed $2+ million in advertising budget.
• Strategized and oversaw all influencer marketing relations.
• Performed ASO, revamping the App Store strategy from scratch, cross-collaborating with Design, Product, Marketing, Partner Success, Customer Support, and Data.
• Handled B2B and sales enablement, creating a GTM launch for big data partnerships with average contract values of $500,000+.
• Produced hundreds of assets for Customer Success, Partner Success, Marketing, and Sales: data-driven reports, whitepapers, blogs, objection handling, posts, emails, and in-app pushes.
• Executed end-to-end lifecycle nurture campaigns for B2B and B2C for 2+ million global users.
• Collaborated internationally with the Japanese team on global marketing strategies.

I created the top three performing ads in the company’s history and achieved a 5x CTR in ads. I drove B2B email open rates of around 30% and a CTR of around 3% by leading cross-functional teams in the US and Japan, focusing on target audience segmentation, strategic communications, and omnichannel execution, significantly contributing to user engagement and growth. I also delivered 3-5 quarterly product 1-pagers for sales enablement documents to nurture US and Japan B2B data prospects worth up to $500,000 by partnering with the Marketing, Design, Customer Success, and Sales.