Case Study: How I shaped strategy + messaging for the top 3 sales cycles in 20-year company history

iPEC Coaching offers the most comprehensive coach training program, anywhere. (Think-- executive coaching, business coaching, professional coaching). I was hired as a digital marketing coordinator, but after a couple weeks of setting up emails in Hubspot, I was ready for more. 

The year or two before I joined the team, the Admissions Director and Marketing Director organized the marketing processes and back end systems to streamline our online funnel. While this resulted in a 17% increase in revenue, there were still opportunities for growth.

Across my 3 years with the company, I was offered a lot of empowered space for my talents to shine, and I quickly became a trusted partner and go-to messaging lead.

In order to really make a difference…

I knew our voice-of-customer research needed to be strengthened. So in between projects, I met with each of our Admissions Coaches (sales team) to understand the hopes, dreams, fears and aspirations of our ideal clients. 

I taught the Admissions Coaches how to share our ideal clients' own words, across trends, and compiled the emotionally-charged building blocks of high-converting copy.

By strategically folding this voice-of-customer data…

Into emails, landing pages, LinkedIn profiles, web pages (and just about every other section of our funnel)... 

And implementing frameworks, formulas and proven persuasion techniques of conversion copy... 

Our systems converted even better, contributing to the top 3 enrollment cycles in company history. Basically—the top sales year in iPEC's 20-year company history.

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