Marketing Strategy & Growth

Automated Post-Event Email Campaign – Healthcare Industry

At ZRT Laboratory, the sales team regularly attended in-person events but lacked a system to track or prioritize leads. Lead lists were provided after each event, but without structured follow-up, opportunities were often lost. To solve this, I built an automated post-event campaign in HubSpot to streamline lead nurturing and support the sales team.

Key Contributions:

  • Workflow Design: Created a 30-day automated email journey in HubSpot to follow up with event leads, personalized with the event name and date for context
  • A/B Testing: Tested sender variations and discovered that emails performed better when they appeared to come directly from sales reps rather than the corporate marketing address
  • Lead Nurturing Strategy: Developed messaging that guided prospects toward clear CTAs — signing up for an account or scheduling a call with sales
  • Sales Enablement: Enabled the sales team to document notes directly in HubSpot, improving lead prioritization and follow-up efficiency

Results:

  • Delivered a significant increase in sales meetings following events
  • Improved email engagement through personalization and optimized sender strategy
  • Created a repeatable, scalable post-event process that maximized ROI on in-person events

Customer Journey Optimization – Healthcare Industry

Analysis of HubSpot data revealed a significant drop-off between providers who created accounts and those who purchased products. To uncover the cause and improve the provider experience, I led an initiative to optimize the onboarding journey.

Key Contributions:

  • Customer Research: Conducted surveys, focus groups, and interviews with providers to identify pain points in account setup and product purchasing
  • Task Force Creation: Established and led a cross-functional New Provider Onboarding Task Force to address onboarding challenges and streamline processes
  • Process Improvements: Discovered that the “new account form” was being used for multiple purposes, compromising data accuracy; developed new, specific forms for account creation and troubleshooting
  • Onboarding Journey Redesign: Designed a new provider onboarding journey that included the option of a sales call or guided video tutorials to clarify account setup and purchasing steps

Planned Outcomes:

  • Reduce onboarding friction and improve provider experience
  • Improve data accuracy for new account creation
  • Strengthen provider trust by addressing channel conflict concerns