Elevating Content Strategy & Lifecycle Marketing for a SaaS Platform

Context
Procede Software provides dealer management solutions for commercial truck and equipment dealerships. When I joined, content was inconsistent, lifecycle programs needed clearer structure, and marketing lacked a unified strategy for engaging customers, prospects, and partners across channels.

My Role
I led content strategy, lifecycle marketing, and ABM initiatives, partnering with Product, Sales, and Customer Success to build more cohesive programs that supported pipeline, customer engagement, and partner activation.

What I Built
I developed long‑range content plans that aligned product launches, customer stories, and thought leadership into a more consistent editorial rhythm. I improved webinar strategy and execution, increasing attendance and engagement through better topics, promotion, and follow‑up workflows. I also launched coordinated ABM and partner‑focused campaigns, creating clearer messaging, stronger targeting, and more integrated plays across email, content, and BDR outreach. Additionally, I strengthened lifecycle programs by refining segmentation, improving nurture logic, and optimizing content based on engagement patterns.

Impact
These improvements created a more consistent and scalable content engine, increased webinar attendance by 30%, and drove a 90% sales conversion rate from webinar‑sourced opportunities. The strengthened lifecycle and ABM programs improved targeting and message relevance, supported higher‑quality conversations for Sales and Customer Success, and gave the team a clearer, more strategic foundation for future campaigns and product launches.