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From Manual Outreach to Paid Event Revenue
Role: Marketing Department Manager
Focus: Lifecycle CRM, Audience Segmentation & Revenue Automation
Location: Lima, Peru (German Global Franchise)
How I transformed an unstructured corporate database into a segmented email campaign that generated 30 paid company attendees and created a new commercial opportunity.
How I transformed an unstructured corporate database into a segmented email campaign that generated 30 paid company attendees and created a new commercial opportunity.
Situation:
In 2020, I ran the Ecovis International’s Peruvian franchise provided audit, tax, legal and accounting services to corporate clients. At the time, the company had no dedicated digital marketing function, no paid media budget and no automated marketing workflows.
Situation:
In 2020, I ran the Ecovis International’s Peruvian franchise provided audit, tax, legal and accounting services to corporate clients. At the time, the company had no dedicated digital marketing function, no paid media budget and no automated marketing workflows.
Challenge:
Challenge:
The challenge was to transform fragmented data, internal expert capacity and a seasonal customer need into a repeatable B2B revenue opportunity—without advertising spend or an existing marketing automation infrastructure.
Approach:
Approach:
By speaking with account managers and legal and tax specialists, I identified a recurring business need around corporate tax declarations. Companies needed practical guidance to avoid additional charges, understand filing procedures and ask specific questions about their tax situation.
At the same time, internal experts had capacity that could be used more commercially. I connected those two realities and proposed a paid educational event before the tax-declaration period.
Results:
Results:
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