Bonusly
The Power of Data
Bonusly is an HR software that focuses on employee recognition. Their goal is to help companies reduce churn and improve productivity by making every team member feel valued and heard.
As a Performance Marketing Specialist, I managed creation, ideation, and implementation for Bonusly’s on Google, Bing, LinkedIn, and Facebook. Bonusly had a dirty data problem, especially in regard to ad reporting and spending. I retained Databox for more accurate data reporting so we would have greater transparency into ROAS and we could put our money where it mattered most.
In addition to the paid side, I also overhauled their nurture campaigns, whose performance was less than stellar, and the landing pages that went with them. As a lover of content, I contributed to the content team as well with strategy ideas and blog posts.
What I Did:
Conversion Rate Optimization
Demand Generation
Graphic Design
Email Marketing
Tools I Used In This Position:
Canva
Bonusly
Excel
Hubspot
Google Ads
Databox
LinkedIn Ads
Meta Ads
Twitter Ads
Agency Management
How I Did It:
When I joined the team, Bonusly had a high churn rate with their nurture campaigns. As the most experienced email marketer across the Paid, Content, and Product teams, I spearheaded optimizing the campaigns in Hubspot, resulting in a sharp increase in open rates across the board.
From my time at Cybersaint I knew that data was incredibly effective at swaying the C-suite, and anyone above director level. I leveraged this in optimizing the campaigns by creating new graphics and messaging to support Bonusly’s mission.
Bonusly struggled with ad performance. A big part of the issue was data reporting, but another issue was that they had been relying on an agency to get results, which never manifested.
I took control of all ad platforms while exploring new options. One big goal of the Paid team was to see success on LinkedIn; HR professionals loved LinkedIn.
I talked to sales to determine what companies they were trying to connect with and started an ABM campaign. The results surprised the team. We received several leads from LinkedIn from VP’s, Directors, and Head’s of HR, including enterprise leads from several FAANG companies.
During my time at Bonusly, Quiet Quitting was sweeping the nation, and I pitched the idea to the content team to write a blog post about it. This post gained thousands of clicks and I was approached by several companies to create similar content.
The Real Problem with Quiet Quitting.
In my efforts to continually optimize ad campaigns as well as nurture campaigns. I also created several new landing pages to increase CRO.
LinkedIn LP
Nurture Campaign LP
The LinkedIn LP had an overall conversion rate of 7% (previously it was 0%). The nurture campaign LP experienced a 12% increase in conversion.
The Results: