Project: The Roof Selector Tool
Goals: Develop a demand generation tool to help building owners and facility managers find the right roofing system. The tool, based on market research conducted by Walker Information, asks five simple questions and provides a recommendation. It has an impressive 11% conversion rate and was a critical component of the demand-generation strategy.
Please look below for a video demonstration and screenshots of the Roof Selector.
Project: Customer Journey Maps
Goals: Conduct customer research to identify critical touchpoints to guide marketing strategy decisions (ie: the roof selector tool). Guide the sales channel by providing direction on available tools throughout the sales cycle.
Goals: Conduct customer research to identify critical touchpoints to guide marketing strategy decisions (ie: the roof selector tool). Guide the sales channel by providing direction on available tools throughout the sales cycle.
Project: CCM University
Goals: Develop an online LMS platform that helps architects learn about building science and products while earning CEU credits from the American Institute of Architects (AIA). The platform offers over a hundred hours of AIA-accredited content and has been visited by thousands of architects.
Implement a form/conversion strategy that enables architects to request in-person lunch-and-learn presentations or to opt-in to the Account-Based Marketing (ABM) program. All the content was produced in-house, and courses werer created using the Articulate Storyline LMS platform.
CRM Strategy
I created this presentation for executive leadership to update on the CRM enhancement task team's progress. It reflects the vision, effort, and strategic thinking I contributed while guiding Carlisle through digital transformation. When sharing this strategy with the Salesforce "Illuminate" team, they were impressed with our discovery and phase-1 plan, to the point that they advised us to bypass the Illuminate process and proceed directly to implementation.
Click on any image below to zoom.
Pictured below are visioning flowcharts for martech stack integrations.
Project: Brand Standards Manual
Goals: Create a guidebook for managing the graphic treatment of all CCM brands. The guidebook is also used for internal brand management and to integrate newly acquired businesses into the Carlisle house-of-brands strategy.
