Building a Smarter Funnel With Lead Generation and Nurture
Shifting from quick wins to long-term growth, I built a full-funnel strategy that captured new audiences and guided them toward membership.
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The Challenge
The organization’s marketing leaned heavily on bottom-of-funnel messaging—effective for current members, but limiting for growth. Without awareness or nurture efforts, prospective members weren’t being reached or guided toward conversion.
The Strategy
I led the development of detailed audience personas and a full-funnel lead generation strategy built around them. We introduced gated resources and optimized lead forms to capture top-of-funnel interest, launched high-value blogs to educate prospects, and built a nonmember e-newsletter to sustain engagement.
Working with an external agency, I refined email design, tone, and testing processes to strengthen performance and alignment across the funnel.
The Impact
The new approach delivered measurable lift: more qualified leads, higher nonmember engagement, and a stronger path to membership. More importantly, it shifted the organization from short-term acquisition to sustained, audience-driven growth.
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