PROJECT LINKS:
MY ROLE: Senior Marketing Manager, Dragonboat.io
COMPLETED: April 2022
OBJECTIVE: The main purpose of the ebook was to offer a foundational guide for new and experienced product operations (product ops) professionals to excel in their role.
Internally, the objective of this ebook was to create a lead magnet that would enable us to educate the market about the product ops role, empower those who are new to it, evangelize our philosophy, establish authority in the space, and build a use case for product ops to run on Dragonboat.
RESPONSIBILITIES:
- Manage every stage of the creation of the ebook from start to finish using Asana, WordPress, and Slack for collaboration
- Repurpose content from previous blog posts and from our CEO’s keynote session at the Product Ops Summit
- Create a first draft, work on revisions, and obtain final approval on the content from the CMO and CEO
- Collaborate with our graphic designer to produce the ebook as an illustrated PDF, maintaining Dragonboat’s branding
- Write and mock up the landing page, working with the web developer to create it in WordPress
- Create the submission form in Hubspot for readers to access the ebook
- Generate an email in Hubspot to deliver the ebook
- Send a pre-release version of the ebook to thought leaders to obtain “book reviews” for promotional purposes
- Create a plan to launch the ebook (including writing social media posts and creating promotional content)
- Measure its success through KPIs such as: downloads, conversions, social shares, etc.
PROMO HIGHLIGHTS:
While launching the ebook externally, we also took time to promote it internally. In doing so, we generated excitement about the ebook within our company and several team members took to sharing it on their social media:
Here is an example of how we leveraged reviews from thought leaders to help us promote the ebook:
RESULTS:
- We obtained 100s of downloads in the first 30 days post-launch with zero ad spend
- The ebook helped Dragonboat to claim its stake in the world of product operations and carve out its unique point of view, establishing what we believe are the key pillars, principles, and stages of maturity for product ops teams while making the argument for using Dragonboat’s platform
- We now had an offer for product operations professionals that we would promote at events and give to our webinar attendees as a follow up resource, to nurture them and keep Dragonboat top of mind
- We were able to leverage valuable, existing content developed for one of Dragonboat CEO, Becky Flint’s keynote PLA Conference speeches, re-purposing it and housing it on the Dragonboat website
- The ebook received much fanfare on social media and from Becky’s professional network:
