Portfolio

I have extensive hands-on experience building and scaling digital marketing and demand generation programs for startup B2B tech companies.

I have been responsible for doing the strategic planning as well as the creation of the necessary assets (content, landing pages, ad creatives) and the end-to-end execution and management of the digital marketing and demand generation campaigns and programs.  

My skills and expertise covers Content Marketing Strategy, Content Creation, SEO/PPC, Advertisement, ABM, Website Design & Optimization, Lead Nurturing/Lead Scoring, Email Marketing, Marketing Automation, Copywriting, Social Media Marketing, A/B Testing, and Landing Page Design.

Check out this blog article to learn more about my approach to doing modern demand generation: https://www.peternguyenmarketing.com/how-to-build-a-successful-b2b-demand-generation-program

Check out my Linkedin profile here: https://www.linkedin.com/in/peternguyenmarketing

These are the marketing tools and platforms I have expertise in:

  • Advertising platforms – Google, Bing, Linkedin, Facebook, Twitter, Quora, Metadata
  • CMS – WordPress, Webflow
  • Marketing Automation & CRM – Hubspot, Marketo, Pardot, and Salesforce
  • SEO/PPC Tools – SEMRUSH & AHREFS
  • Analytics – Google Analytics & Hotjar
  • Landing Page Design – Unbounce
  • Social Media Management – Hootsuite
  • Design – Canva, Figma, and Adobe Photoshop & Illustrator

Projects & Successful Campaigns

Below, I highlight my accomplishments on past projects and campaigns I have worked on:

  1. Successful campaigns
  2. Website redesign projects
  3. Content projects
  4. SEO successes
  5. Infographics
  6. Videos
Successful Campaign # 1 – $millions of opportunities created from a video ad campaign on Linkedin for Acceldata

Situation: Customers that were using an open source data platform (Hadoop) were being forced by an established vendor to migrate to their costly and less flexible solution and support package.

Campaign deliverables & objectives: The objective was to target customers that were using Hadoop on Linkedin with a video ad. I created a 45-second video to communicate how Acceldata can help these enterprises avoid the doing a costly upgrade by using Acceldata’s data observability solution. The video conveyed these benefits of using Acceldata: Increased performance, reliability, and cost savings for Hadoop customers.

Results: This campaign started generating high quality leads at a CPL of $200. The lead to opportunity ratio was almost 30%, with each opportunity contributing about $300K/opp.

Successful Campaign # 2 – Google PPC campaign targeting competing open-source solutions at VMWare

Situation: For monitoring networks, cloud services, and infrastructure, some enterprises were using free and
open-source tools like Nagios, Zabbix, and Prometheus.

But there are disadvantages to using these open source tools, including lack of scalability, lack of advanced analytics capability, lack of smart alerting, and having to do manual configurations.

Campaign deliverables & objectives: The objective was to target people searching for these open-source
tools on Google, and showed them ads about VMware’s superior cloud monitoring and analytics solution. The landing page then explained more why VMware’s monitoring and analytics solution offered more advantages.

Results: The Google campaign had a really high conversion rate of 20%. About 15 opportunities were generated per quarter from this campaign.

Successful Campaign # 3 – Generated high-quality leads from target accounts using Linkin advertising for Falkonry

Situation: Falkonry, a startup that makes operational machine learning software, wanted a lower-cost method of generating high quality leads from target accounts. Before, Falkonry was relying mainly on trade shows and events to generate leads. But they were expensive.

Campaign deliverables & objectives:

The objective was to generate high-quality leads at a lower CPL by running sponsored ads on Linkedin. Here were the things I did to generate and nurture the leads:

  1. Created a slide deck that features case studies showing how Falkonry’s operational machine learning software helps companies in the Oil and Gas, Semiconductor, Automotive, and Chemical industries improve uptime, quality, and performance. (Click here to view the slide deck)
  2. Worked with a product manager to create a 10-minute demo video of the software
  3. Set up a nurturing workflow in Pardot to send nurturing emails sharing a demo video, the FAQ, and a datasheet to leads that downloaded the case studies slide deck

Results: The campaign immediately generated results. It generated high-quality leads from target accounts. About 20% of the leads that downloaded the slide deck and saw the demo video expressed an interest in doing a POC (Proof of Concept) with Falkonry.

Successful Campaign # 4 – The “Leaving your PEO” checklist at Melita Group

Situation: In the HR outsourcing space, there are mainly two HR outsourcing solutions: PEO and HRO. PEO companies use more of a cookie-cutter approach to HR outsourcing and are notorious for their poor services and support. Furthermore, it gets a lot more expensive for a business to work with a PEO company once their employee
count exceeds 50 employees. Most businesses that start out by outsourcing their HR functions to a PEO company would eventually want to exit the PEO relationship.

However, leaving a PEO and making the transition to independence is a big undertaking. So businesses that want to leave their PEO would definitely need some guidance.

Campaign deliverables & objectives:

  • Create the “Leaving Your PEO” checklist to help businesses considering leaving their PEO make a smooth transition. Click here to see the checklist.
  • Promote the checklist on Linkedin and Google to generate high-quality leads
  • Get Sales to follow up on the leads and convert the leads to opportunities

Results:

  • This campaign consistently generated 15 high-quality leads per week. The SDR was able to book meetings for 20% of the leads, and sales was able to generate 10 opportunities per quarter for this campaign.
  • I tested different ad creatives and found the cartoon type of ads to perform the best. The CTR for the cartoon ad creatives is around 0.60 percent, which is twice the average CTR rate of 0.30 percent for other
    advertisers on Linkedin.
Website Redesign

I’ve successfully managed the design, development, and launch of many website projects. For these sites, I was responsible for designing the information architecture and layout, creating the content and messaging, and optimizing the sites to improve SEO, user experience, and lead generation. These are some of the sites I worked on:

  • https://www.acceldata.io – Worked with product marketing and a developer to architect, design and launch a brand new website on the Webflow CMS.
  • https://melitagroup.com – Single-handedly designed and built the site and optimized it for SEO and lead generation.
  • www.vitria.com & www.vitria.com/blog – Managed the complete redesign and development of a fully responsive site with new logo, new color scheme, layout, and new content.
  • www.hotspotshield.com – Managed the complete redesign and development of the site.
Content Assets I created to Drive Lead Generation

These were the content assets I designed and created to drive lead generation. Some of the content was created solely by me and some of them were created in collaboration with the subject matter experts.

Infographic projects I worked on
Blog articles I created and optimized to drive organic traffic and lead generation
Videos

I created the scripts as well as provided the creative directions for these videos.

SEO Successes

For these SEO projects, I worked on the site architecture/site structure design, keyword research, on-page optimization, content creation, content promotion, and link building.

Here are some examples of my SEO successes.

  • Hotspotshield.com – I tripled the organic traffic from 15,000 visits per month to 45,000 visits per month through a combination of creating landing pages, articles, and infographics AND optimizing these content assets for SEO.
  • Leftyslefthanded.com – Achieved #1 position on Google for “left hand store”, “left hand products”, “left hand gifts”, “left hand tools”, and more.