Jennifer Pepper

Lead-Gen Content & Campaigns

2019-2020

In setting the content direction at Unbounce, I work to determine the segments we need to attract with our assets and any content gaps we need to fill.

Entering 2019, the company had tons of ungated, top of funnel resources, but I identified we didn’t have any fresh, segmented, mid-funnel lead-gen assets. We were driving traffic, sure, but we didn’t have any downloadable pieces intended to help us know and help prospects through their journey.

Below are the pieces my team and I prioritized to solve for this problem:

The Ecommerce Landing Page Lookbook

Optimizing Your SaaS Pages Like an Expert [Ebook]

In the fall of 2019 we began work with Talia Wolf, the legendary Chief Optimizer at GetUplift to publish this guide. My team’s Luke Bailey worked tirelessly with Talia’s team for months to distill her years of optimization advice. The final (massive!) piece covers:

• The five main problems Talia finds on SaaS landing pages every time (the diagnostics), plus,

• The actionable fixes you can do to improve conversion rates.

We're created this piece for SaaS businesses and launched in partnership with Active Campaign on Product Hunt March 2nd, 2020.

Luke served as writer/editor, I ensured strategic alignment and coaching from a content lens, Gus Barta was the designer behind the incredible visuals, and the successful Product Hunt launch was led by Ashley Luk.

Results: In just ~30 days post launch we saw 8500+ unique views to the landing page, 3374 downloads, 145 new trial starts of our software influenced, and the landing page converted at a strong ~39.39%. (putting it miles ahead of the SaaS median and average conversion benchmarks our industry typically sees). In 30 days it helped us identify 1485 previously unknown leads in Pardot and to this day, performs in an evergreen fashion.

The 2020 Conversion Benchmark Report

For ten years Unbounce has been asked the question “what’s a good conversion rate?” (along with “what’s a bad one”, and “how should my company be converting with landing pages?)

For ages the answer to that question had to be “it depends”, and frankly—it still does depend on a whole host of factors. However, we were able to invest in a machine learning model to augment the processing and pattern recognition of our team to create the 2020 Conversion Benchmark Report. In it we analyze the performance of 16 industries, and 34 thousand Unbounce customer landing pages.

This was a content dream of ours long in the making. In fact, in 2017 the first report was created, but we wanted to ensure that:

• When created a fresh set of 2020 benchmarks—our new report would be replicatable year after year.

• It was not only repeatable in the way it was built (no PDFs this time, we went full on digital experience), but also in the method of data collection—so we could release new reports or benchmarks in the future, more quickly. This was a huge obstacle since 2017’s original.

My team’s Colin Loughran worked tirelessly to write this report (helping to analyze the data), and I served as editor (coaching from a copy and marekting-landscape lens). Designer Ceci Martinez, and data analyst Nicole Wright ensured this report was able to exceed all of our expectations.

Launched on Product Hunt May 28th, we were thrilled to see so much support from the marketing community:

Will share some results from this campaign once they’re in.

2013-2014

Vidyard Ebook Campaigns & Promotion

In my role as Content Marketing Manager at Vidyard I produced several comprehensive ebooks, including

• The Video Marketing Handbook

• The Modern Marketers Guide to Video, and

• Designing an Incredible Digital Experience with Video.

You can learn a bit about each below.

The Video Marketing Handbook 

The most comprehensive ebook I've ever written, the Video Marketing Handbook helps B2B marketers maximize the return from their video assets. 

Addressing topics from video storytelling, to production, and analyzing performance, it’s a one-stop shop for marketers looking to use their videos to drive business. It's packed with examples, and advice for creating videos that convert.

Promoting the Handbook

This evergreen ebook was promoted with a video campaign I ideated and scripted in which the handbook is personified by a personal trainer.

Grab your spandex and get your video marketing workout on:

Teaming up With the Pros

Calling on some heavy-hitting experts, I worked with some of the most incredible content marketers and videographers in the biz to bring their insight to our audience...

Here’s a short excerpt:

The Modern Marketer's Guide to Video 

Released in May 2013, this was my very first ebook and large brand collaboration. I reached out to Amanda Batista of Oracle Marketing Cloud to co-brand this lead-gen asset and corresponding video campaign produced in-house at Vidyard.

In the guide, we cover: 

• What it means to narrowcast

• The six steps to purposeful video marketing

• Ways to use video throughout the funnel

• Connecting video to your marketing automation platform, and

• The metrics you need to track as a successful video marketer

Results: A week from the release of the video to support the asset, this campaign was converting at 41%. (visit to form submit). Within one quarter, the eBook converted 1,254 qualified leads. As an evergreen piece, it continues to deliver a solid 200+ leads per month.

The video promoting the guide

I scripted and organized the production of the following Metrics Matter campaign. I play fumbling marketer, Sarah...

An Excerpt

'Designing an Incredible Digital Experience With Video'

To support the launch of Vidyard’s branded video hubs product, I authored this ebook explaining the value of this type of experience for marketers. The ebook featured dozens of examples of branded video hubs, including one from The Lego Group.

You can read my guest post about the topic on the Oracle's Modern Marketing Blog.

Promoting the book with the Prep for the Future Video Campaign

One of my favourite projects of all time, I came up with the concept, wrote the video script, and acted as producer for our Back to the Future parody to promote this big piece of content. 

We cast two talented Vidyardians (thanks Ian and Chris!), filmed in our parking lot, and our videographer Blake Smith created an awesome CGI DeLorean. Check it out!