Ebook: GoTo Customer Engagement

In spring 2023, I worked on a cross-functional team to launch a brand new product to market — a customer engagement tool for small businesses that combines SMS, webchat, and social media channels into one centralized inbox.

After receiving the marketing campaign brief that outlined our marketing goals and demand gen channels, I pitched, outlined, and wrote the ebook to launch as our mid-funnel, gated content offer. Collaborating on a cross-functional team, I worked with product marketing to ensure research and product accuracy, worked with integrated marketing and web to align with our lead generation goals, and with our internal design team to create the final asset.

Activation: The ebook's primary function was to nurture prospects in a 3-email targeted marketing drip. The ebook was also used in content syndication with third party vendors, our partner organizations, and on social media.

Feedback from Director of Integrated Marketing:

"I've been working with Meghan since I joined GoTo in October of 2022. I struggled to choose between MOVE FAST and THINK BIG because Meghan embodies all of our GoTo values and these two are tops for her. Meghan has worked on BACK-TO-BACK "Marketable Moments" for GoTo all in Q1 of 2023. In early February, Meghan was instrumental in the GoTo Customer Engagement launch with a deep commitment to putting forward a program that will compel our small business buyers to discover how our latest tools can help their businesses grow. She made our content customer-centric and production efficient, swiftly putting concept to action and advising additional contributors across market channels. Plus, she was an absolute sponge learning a brand new solution, grasping the messaging, and being receptive to feedback."

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