Case study: Product Marketing
A product marketer's art lies in playing every part
Analyst. Creator. Strategist. Storyteller.
& that's why my diversified training and practical experience in various areas of marketing and communications have been key to my success.
This way for a sample of my work ⬇️
Constructor Proctor
“Why” drives everything
Why does this product exist? Why do you need it? Why does it stand out?
Online proctoring gained prominence during the pandemic, making it a familiar product to many. However, its reputation was tarnished by several high-stakes exam failures, raising concerns about its reliability.
With Constructor Proctor, the challenge was not limited to marketing the product: public confidence had to be restored by emphasizing its robust capabilities and enhanced safety measures.
The product page.
To build the webpage, I focused on enhancing user experience and providing clear, valuable information by focusing on three key areas:
Addressed frequently asked questions directly within the content to ensure that users could find the answers they needed right from the get-go.
Emphasized the importance of showing rather than telling by incorporating videos to visually demonstrate key features and processes.
Structured the content in easy-to-read blocks, improving readability and ensuring users could navigate the page effortlessly.
The winning ads
By understanding audience needs, market dynamics, and online exam delivery trends, I developed a scenario to steer our campaign messaging.
Best-performing ad:
The focus was on product flexibility as a key competitive advantage.
I came up with the tagline: "Your exam. Your rules. Our technology" as a consistent theme to drive the campaign content.
Result: This approach helped our B2B campaign generate more qualified leads.
The webinars.
“Talk to us” is not ideal for first-intent CTAs. Providing valuable content builds trust and helps establish a bond. That bond may naturally lead prospects further down the funnel.
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In this session, I brought together a team of experts to cover the essentials on how advanced technology and AI can now enable accreditation bodies to become more efficient throughout the certification lifecycle. The session aimed to provide the audience with best practices, insider information and a glimpse into the future of certification delivery.
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This one-hour session was devoted to demonstrating how quickly and easily organizations can implement their strategy using generative AI by focusing on three distinct stages of the learning journey.
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The aim of this session was to explore how AI is reshaping the online testing landscape and helping to address these challenges. To this end, we invited an industry insider to discuss how this advanced technology not only bridges the gap between convenience and security, but also makes it an optimal solution for achieving results for both educators and learners.