To highlight one of its key market differentiators, Cornerstone sought to educate prospective buyers on the value of having an organic, unified talent management software suite. This campaign consisted of multiple persona-based assets that were promoted via a variety of demand generation tactics. This was a wildly successful campaign and was one of the top producing marketing campaigns of 2015 for Cornerstone.

With a number of software vendors in the talent management space, Cornerstone sought to develop a marketing campaign around its unique value proposition, effectively compete against the larger ERP suites, and drive qualified leads for the sales teams to generate pipeline.

In a market that had shifted towards large, generalist ERP suites and mixed delivery models, Cornerstone sought to educate prospective buyers on the differences between having a truly organic and unified suite of talent management applications versus a costly integrated piece-by-pieced system. This campaign consisted of multiple assets including (3) persona-based eBooks, a webinar, infographic and more, all of which were utilized in lead nurture and demand generation campaigns. I was responsible for supporting content development and driving qualified leads for the Sales team through development and execution of demand generation campaigns utilizing this content.

This campaign was one of the most successful campaigns for Cornerstone in 2015 across all sales segments, and a top producing campaign as far as pipeline generation.