Driving Growth & Innovation at Arcadia:
A Digital Marketing Transformation
At Arcadia, I led a comprehensive digital marketing strategy that integrated SEO, PPC, ABM, and content marketing. By optimizing lead generation and refining cross-team collaboration, I helped achieve an 8% increase in marketing-influenced closed business and improved key performance metrics across the board. This case study highlights how data-driven strategies fueled Arcadia’s growth.
Client Overview: Arcadia
Arcadia is a pioneering company in the renewable energy space, specializing in decarbonizing the electric grid. They operate as both a B2B climate data platform and a B2C community solar provider. With a mission to empower consumers and businesses to access clean energy, Arcadia needed a robust growth marketing strategy to drive both lead generation and sales conversion for their innovative solutions.
Role: Director of Growth Marketing
As the Director of Growth Marketing at Arcadia, I was responsible for leading the development and execution of comprehensive digital marketing strategies that aligned with the company's mission and growth objectives. I managed a team of marketing specialists and collaborated cross-functionally with sales, product, and engineering teams to ensure seamless integration of marketing efforts with business goals. My role required staying on top of the latest digital marketing trends and technologies to ensure our campaigns were always innovative and efficient.
Challenges:
Lead Generation: Arcadia needed a more effective way to generate high-quality leads while reducing costs per acquisition.
Sales and Marketing Alignment: Bridging the gap between marketing and sales to ensure smoother lead handoffs and better communication.
Data-Driven Optimization: Improving the team's ability to measure and optimize performance across different marketing channels.
Team Structure: Realigning the marketing team to improve efficiency, accountability, and career development opportunities.
Solutions & Strategy:
To address these challenges, I implemented a multi-channel, data-driven marketing strategy that incorporated SEO, PPC, paid social media, email, ABM, and content marketing. I collaborated closely with the sales, product, and engineering teams to ensure marketing efforts were in line with overall business objectives. Here’s a breakdown of the key initiatives:
1. Inbound Lead Generation Strategy
I led the development of a new inbound lead generation strategy designed to produce high-quality leads at a low cost. The strategy included creating a multi-channel integrated marketing plan that utilized past performance data to identify the best-performing channels. I worked closely with the sales and product teams to test different ad copies and imagery to ensure maximum effectiveness.
Results:
8% increase in marketing-influenced closed business within just 6 months.
2. Lead Attribution & Funnel Optimization
A major challenge was tracking leads through the entire funnel. To solve this, I spearheaded a lead attribution project using Marketo and Salesforce, enabling the team to measure and optimize every stage of the customer journey, from marketing qualified leads (MQLs) to sales qualified leads (SQLs) to closed deals. This project empowered sales teams to communicate more effectively with leads and helped route them into appropriate nurture streams.
Results:
Improved visibility into campaign performance, allowing for more effective decision-making and resource allocation.
3. Team Realignment & Development
To maximize the marketing team’s impact, I conducted a thorough realignment of roles and responsibilities. I spent time listening to the team’s strengths and interests to ensure everyone felt heard and had opportunities for growth. This restructure not only improved team morale but also increased accountability and performance.
Results:
Increased team efficiency and collaboration, which directly impacted campaign results.
4. Performance Improvements Across Key Marketing Channels
To boost overall performance, I implemented optimization strategies across various marketing channels.
Paid Ads: Optimized ad copy, creative, and targeting, resulting in a 25% increase in click-through rates (CTR) and a 30% reduction in cost per acquisition (CPA).
SEO: Enhanced website content, performed keyword optimization, and built high-quality backlinks, resulting in a 15% increase in organic traffic.
Website Optimization: Conducted A/B testing on landing pages and optimized CTAs, leading to a 12% improvement in conversion rates and a 7% reduction in bounce rates.
ABM (Account-Based Marketing): Launched a new ABM program that tailored messaging to target accounts, resulting in a 45% increase in target account engagement.
Pipeline Acceleration: Improved lead progression times, accelerating pipeline velocity by 15% by aligning marketing and sales efforts more closely.
5. ABM & Nurture Programs
I led the successful launch of Arcadia’s ABM program, focusing on personalized campaigns to target key accounts. I also nurtured leads through email programs and continuously refined messaging by working closely with sales and product teams to ensure that we were addressing the pain points of our most valuable prospects.
Results:
Increased engagement rates with target accounts and improved conversion throughout the sales funnel.
Results:
By implementing a comprehensive growth marketing strategy, I was able to achieve significant performance improvements for Arcadia in just under two years:
8% increase in marketing-influenced closed business.
25% increase in CTR for paid ads.
30% reduction in CPA.
15% increase in organic traffic.
12% increase in website conversion rates.
45% increase in target account engagement through ABM efforts.
15% acceleration in pipeline velocity.
Conclusion:
Through strategic collaboration, data-driven optimizations, and a focus on lead quality, I was able to drive tangible results at Arcadia. The combination of inbound lead generation, ABM, and continuous performance tracking ensured that marketing efforts were aligned with the company’s overall objectives, ultimately contributing to the company’s growth and success in the competitive renewable energy space.
Homepage hero from 2023
LinkedIn Organic Posts from 2023
(similar format to the paid ads I ran at that time)
