Ampersand Deposit Management - Marketing Strategy

Project Overview

Developed and executed a comprehensive digital marketing strategy for Ampersand, a startup deposit management firm (est. November 2023), focused on building brand awareness and generating qualified leads within their target verticals including real estate, faith-based organizations, nonprofits, legal firms, and commercial businesses.

Role & Team

As Account Manager and Lead Strategist, I led strategic planning and client collaboration while managing a cross-functional team including a Sr. Digital Marketing Strategist, Content Strategist, and Project Manager. I personally managed all email marketing execution, including strategy development, campaign builds, and performance reporting in Pardot/Salesforce Marketing Cloud Account Engagement. We met with the client on a monthly basis to review performance, progress, and any necessary pivots based on updates from them about the business focus and priorities.

Ampersand 2024 Marketing Strategy.pdf

Initial Strategy, Q1 2024

The foundational marketing approach centered on establishing Ampersand as a trusted authority in treasury management through:

Multi-channel content marketing with 4 monthly blog posts, quarterly webinars, bi-monthly podcasts, and daily social media presence across LinkedIn, Instagram, Facebook, and Twitter
Integrated email campaigns leveraging ZoomInfo for prospecting, including website visitor nurturing sequences, vertical-specific campaigns, and monthly newsletters
Paid media strategy utilizing Google Ads (paid search) and LinkedIn advertising with a recommended monthly budget of $5,500, targeting specific industries and job titles
Content categorization spanning foundations (treasury management basics), trends (AI in banking, economic impacts), vertical-specific topics, success stories, and company news

Ampersand 2024 Strategy Pivot _ June 2024.pdf

Mid-Year Pivot, June 2024

Data analysis revealed campaigns were generating engagement but insufficient conversions, prompting a strategic content and messaging pivot:

Enhanced specificity: Shifted from generic messaging to concrete, relatable scenarios (e.g., "Pittsburgh loses surplus budget to bank failure putting critically needed bridge repairs on hold indefinitely" vs. "Unsecured funds put organizations at risk")
Personalized content strategy: Leveraged Ampersand's 2023 original research to create six industry-specific whitepapers from a single statistic, tailoring messaging to each vertical's unique pain points
Lead magnet optimization: Developed gated content pieces as alternatives to direct "Contact Us" calls-to-action, creating a more gradual conversion funnel
Campaign simplification: Streamlined paid search structure and reduced budget allocation while improving landing page relevance and incorporating real-world impact examples

Email Marketing Performance

Delivered multiple email campaigns including Websights (ZoomInfo visitor retargeting), faith-based outreach, SVB-related messaging, and webinar promotion, achieving deliverability rates above 90% and click-through rates ranging from 6.56% to 38.38% across different campaign types.

Results & Adaptations

The pivot addressed the startup's evolving understanding of their target audience and value proposition, demonstrating agility in strategy execution as the client refined their market positioning and service offerings during their first year of operation. By the end of 2024, our new lead magnets were generating an average of 5 qualified leads per month.

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