Home Assignment · Growth Marketing Manager

Plan. Launch. Optimize.

A growth marketing approach for Windward.

Dana Ephrat
Agenda

What we'll cover

01

Project Management

Cross-functional launch plan, milestones, and team alignment.

02

Strategy & Budget

Objectives, audience, channel mix, and ABM motion.

03

Data-Driven Optimization

Insights from email performance and 3 actionable recommendations.

Part 01

A coordinated launch
across every channel

Aligning marketing, sales, and ops to generate qualified pipeline, engage decision makers, and continuously optimize post-launch based on data and sales feedback.

Campaign Plan

Six channels, one launch

Website

New product page, homepage banner, supporting blogs & whitepapers to drive inbound.

Content + Dev · T-8 → T-4

Paid Campaigns

Media strategy, ICP audience research, ad creative & copy, A/B testing, launch & optimize.

Paid Specialist + Analyst · T-12 → T+2

ABM

Top 20 target accounts, stakeholder mapping, personalized landing pages & sequences, Influ2.

Analyst + Sales + Ops · T-12 → T+2

Email Marketing

Lifecycle strategy across ICP segments, behavior-based sequences, HubSpot automation.

Ops + Content · T-12 → T-2

Organic Social

3-month content plan, thought leadership, employee & SDR-led amplification.

Marketing + SDRs · T-12 → T-8

Reporting

HubSpot & SFDC dashboards: source attribution, funnel progression, lead quality, pipeline.

Marketing Ops · T-4
Timeline

From strategy to launch in 12 weeks

T-12T-10T-8T-6T-4T-2LaunchT+2
Strategy & Research
Media strategy · ICP · Messaging
Website & Content
Blogs · Whitepapers · Product page
ABM Build
Account intel · Personalization · Influ2
Paid Creative
Ad assets · Copy · QA
Email Automation
Sequences · HubSpot setup
Reporting Dashboards
HubSpot & SFDC dashboards
Launch & Optimize
Launch · Continuous optimization
Part 02

Build pipeline first.
Revenue follows.

In a long enterprise cycle, the win condition isn't immediate revenue. It's a qualified pipeline of decision makers and champions moving through the funnel.

Objectives & Audience

Who we're after, and what success looks like

$2M
Qualified pipeline / quarter
Total influenced revenue moving through the funnel
60
SQLs
High-intent meetings booked with ICP-fit decision makers
20%
MQL → SQL conversion
Quality of lead qualification & sales alignment
Who we're talking to
Sector
Government & Defense
1,000+ employees
Functions
Risk · Ops · Compliance
The teams that own the problem
Decision Makers
CXOs · VPs · Heads
Approve budget & sign off
Champions
Managers & Team Leads
Drive internal advocacy
Channel Mix & Budget · First 90 Days

Awareness now, conversion as data accumulates

40%
Top of Funnel
35%
Middle of Funnel
25%
Bottom of Funnel
Top of Funnel · 40%

Demand Generation

Channels: LinkedIn Ads, Reddit, X (Twitter)

Build awareness within the ICP, introduce the value proposition, and warm the market with thought leadership and problem education.

Middle of Funnel · 35%

Consideration & Nurturing

Channels: Retargeting, content syndication, nurture

Maintain visibility during the research phase through high-value content and engagement-driven campaigns.

Bottom of Funnel · 25%

Conversion & Demand Capture

Channels: Google Search (brand, competitor, high-intent), retargeting

Convert active buyers with clear solution intent. Drive demo requests and SQLs.

Measuring Success

Reading the cockpit, watching the destination

Leading · Live Instruments
Are we on course?
MQL Volume
ICP-matched leads · quality over scale
Lead → MQL Rate
Targeting & messaging accuracy
CPL
Efficient lead generation within budget
CTR & Engagement
Creative resonance with the audience
Lagging · Destination
Did we land it?
SQLs · Meetings Booked
Core success metric
MQL → SQL Rate
Lead quality & sales alignment
Pipeline Value
Total influenced revenue
ETA End of Quarter
ABM Motion

A three-stage journey for top 20 accounts

Identify
Warm
Convert
🏁 Won Deals
01
Account intelligence

Precision Identification

  • Enrich accounts & map org structures
  • Identify decision makers, influencers, end users
  • Account research and persona-based content
Outcome
Intelligence-rich ABM dataset per account
02
Intent activation

Audience Warming

  • Person-level engagement before direct outreach
  • Aggregate intent signals across digital touchpoints
  • Role-based messaging per stakeholder type
Outcome
Warm stakeholders prioritized by intent
03
Coordinated outreach

Omnichannel Conversion

  • HubSpot scoring + automated SDR handoff
  • AI-generated, persona-based messaging
  • SDRs across LinkedIn, email, phone + personalized LPs
Outcome
Qualified meetings & pipeline
Tech Stack

The AI-first GTM engine

Clay
Data Enrichment
Firmographics, contacts, org mapping for target accounts.
Influ2
Person-based Marketing
Individual-level ads and stakeholder engagement signals.
GPT / LLMs
Personalization
Account research, "why now" insights, persona messaging.
Common Room
Intent Aggregation
Signals across content, social, and community engagement.
To Build · Unified Layer
AI GTM
Orchestration
A custom layer I'd build to consolidate CRM, enrichment, engagement and AI outputs into one account view — enabling real-time prioritization and funnel visibility.
Part 03

Key insights from the email data

Click any envelope to read the insight ↓
01
Conversion efficiency increases deeper in the funnel
▾
The sequence shows increasing conversion efficiency in later emails, indicating that intent strengthens significantly across later-stage touches.
02
Open rates are stable, so subject lines are not the bottleneck
▾
Open rates stay between 18% and 22% across all emails, suggesting subject lines are effective and not where performance is lost.
03
★ Top Performer
Email #3 is the strongest performer overall
▾
Best balance between engagement and conversion, indicating the messaging aligns well with high-intent users.
04
Email #2 shows an unusual efficiency pattern
▾
Although its click-through rate is lower, it achieves a much higher conversion rate, meaning it engages a smaller but highly qualified audience segment.
05
Emails #1 and #4 underperform on conversion
▾
Email #1 feels too early-stage, while Email #4 may lack sufficient urgency or differentiated value at a later stage in the journey.
Recommendations

Three memos to lift funnel performance

Click a memo to flip it open

01
CONFIDENTIAL
Scale the winning narrative
Re: Email #3 messaging
Tap to open ↗
MEMO · 01 To: GTM Team

Scale winning messaging across paid & ABM

Use Email #3's narrative as the primary value proposition across paid media, ABM sequences, and SDR frameworks. Replicate the highest-performing message across every channel.

— Growth
02
PRIORITY
Segment by real intent
Re: Email #2 converters
Tap to open ↗
MEMO · 02 To: ABM & Paid

Build high-intent segmentation from conversion behavior

Isolate Email #2 converters into high-intent ABM segments, build lookalike audiences in paid, and improve SDR prioritization. Shift from broad targeting to intent-based audience structuring.

— Growth
03
ACTION
Tighten funnel continuity
Re: Emails #1 & #4
Tap to open ↗
MEMO · 03 To: Lifecycle & Web

Optimize funnel continuity across early & late stages

Strengthen value clarity in Email #1, sharpen urgency and CTAs in Email #4, and align landing pages to the same messaging hierarchy. Aim for a smooth awareness → consideration → conversion progression.

— Growth

Thank you.
Let's build pipeline.