Overview
I launched a new assessment feature with record-breaking engagement across webinars, landing page traffic, and paid social. By aligning with engineering and sales leaders, timing the rollout to the “back-to-campus” cycle, and running a multi-channel campaign tracked with GA4, Salesforce, and Marketo, we drove awareness with both existing customers and new prospects.
The Challenge
- Introduce a new feature in a crowded EdTech market
- Ensure messaging resonated with both instructors (primary users) and institutional decision makers
- Maximize reach during the critical back-to-campus period
- Validate which channels (and combinations) were most effective
The Approach
- Cross-Functional Planning
- Partnered with the dev team, head of engineering, director of sales, and regional managers to craft the story and align launch timing.
- Multi-Channel Campaign
- Designed and built a landing page
- Hosted two webinars timed to the academic calendar
- Launched targeted paid social campaign to amplify reach
- Analytics & Learning
- Tracked traffic sources with GA4 and UTMs
- Verified leads and attendee status (new vs. existing) in Salesforce & Marketo
- Discovered best-performing mix: invites + webinars + paid social in tandem
The Results
- 2x record webinar attendance, more than doubling the previous high
- 500% month-over-month increase in landing page traffic
- 1/3 of attendees were new prospects, not existing customers
- Record engagement on paid social campaign
- Identified repeatable cross-channel formula for future launches
Impact
This feature launch proved that coordinated planning, data-driven channel validation, and strategic timing can set new benchmarks for awareness and engagement. It also provided a replicable model for future product rollouts.
