A selection of campaigns I've led across the funnel, from launch moments that got the IIoT world talking to AI agents and assessments that turn intent into sales pipeline.
A 10-minute audit that scores a prospect's industrial data foundation from 0 to 100 against industry peers and returns a personalised AI roadmap. Built to convert late-stage buyers by giving them a reason to talk to us about their gaps.
See the campaign ↗A campaign built on licensed Gartner research, used to warm target accounts across ABM and nurture. It puts independent analyst validation in front of manufacturing CIOs and their buying committees, so they reach sales conversations already convinced the data problem is real.
Live campaign Get the report ↗I rewrote the plan cards, swapping "Promotional Offer" for "Upgrade anytime, no long-term commitment" and tightening plan descriptions. Buy Now clicks rose from 0.67% to 0.96% and Enterprise quote requests more than doubled, from 0.34% to 0.80%, so the new copy shipped. A follow-up test on button placement lost to the control, and that learning set the layout we kept.
See the pricing page ↗A rolling VWO programme that moves visitors from learning to product sign-up:
An AI agent on the homepage that answers buyer questions from HiveMQ's knowledge base, qualifies intent and routes visitors to the right offer. I ran it as a 50/50 split test, analysed 175 conversation threads and fixed where commercial signals were slipping through.
The social campaign behind the live unveiling of HiveMQ Pulse, our distributed data intelligence platform. Its closing line travelled across the IIoT community and became the signature of the launch:
"Only a few days until we change the game of Industry 4.0."
I launched this live, office-hours style series in 2021, before any competitor ran one, so prospects could put real questions to HiveMQ's experts. Five years on it is still one of the growth team's top lead-generating and converting programmes.
Watch an episode ↗
A monthly thought leadership newsletter on MQTT and Unified Namespace that I strategised and launched. It gained thousands of subscribers with its first edition and now reaches 7,437 subscribers across 26 editions, mostly ICPs.
Sales kept hearing that HiveMQ was "just a broker". I co-created this piece with Sales and Engineering to reframe the platform, and SDRs still use it to change that perception in live deals.
Read the blog ↗An early move into paid placement inside AI answers, reaching industrial buyers where they now research vendors. It extends our AEO work from earned visibility in AI search to paid reach.
Live campaign
A cartoon series I ran at TotalCloud with an international cartoonist, turning everyday AWS pain points into shareable stories. One strip caught the eye of an AWS Hero, who went on to give us product feedback.