Onboarding Analytics Campaign

The Onboarding Analytics campaign was the flagship quarterly initiative designed to launch Handoff's time-to-value dashboard and forecasting feature. The campaign drove measurable pipeline growth across multiple channels and established the analytical foundation for the company's core value proposition. [Marketing plan & notes.md]

• Goal: Launch the time-to-value dashboard and forecasting feature to drive quarterly pipeline.
• Duration: 6 weeks
• Budget: $85K [Marketing plan & notes.md]

The campaign deployed an integrated mix of owned, paid, and earned channels:

• Webinar: Primary driver of SQLs and qualified registrations
• Paid LinkedIn: Targeted ABM reach to account-based prospects
• Founder-led content: Organic social amplification and brand credibility
• Email: Nurture and audience activation [Marketing plan & notes.md]

[Marketing plan & notes.md]

The campaign revealed a critical insight: a single founder LinkedIn thread drove approximately 30% of webinar registrations at effectively $0 media cost. This validated the strategic importance of founder-led content in the channel mix and highlighted that earned social amplification significantly outperforms paid social channels at lower cost. [Marketing plan & notes.md]

The Onboarding Analytics campaign operationalized the core value proposition — "cut a new customer's time-to-value by ~41%, and lift onboardings handled per CSM by 2.4x" — by making the time-to-value metric tangible and measurable. The campaign drew strength from the content engine, particularly the benchmark data flywheel that lent credibility to messaging and earned significant SEO backlinks. [Marketing plan & notes.md]