Pete Prestipino
Integrated Marketing at the Intersection of Data & Creativity
Pete Prestipino
Integrated Marketing at the Intersection of Data & Creativity
Overview
Background
Background
Background
I have a degree in Communications and have worked in marketing for over 20 years. My focus has been on digital, with expertise in demand generation, content development, performance optimization, and analysis within in-house and agency settings.
Skills
Background
Background
In addition to extensive marketing expertise, I have demonstrated experience in search optimization, marketing automation, digital advertising, social media engagement, and am increasingly proficient in data analysis and visualization.
Interests
Background
Interests
When I'm not hacking away at the keyboard, I enjoy reading historical non-fiction, ornithology, walking my Catahoula dogs, and bonsai. I also volunteer regularly with a local non-profit which provides access to food and vital resources to Chicago's Northwest Side.
InteGRATED Marketing Results
Compliance Software-as-a-Service
Challenge: An AI compliance software targeting a Fortune 500 clientele wanted to leverage integrated marketing to raise the awareness of their offering among an elite C-level audience.
Approach: Recommendation was to deploy a phase-based integrated marketing program with an emphasis on content production and sales enablement, Web experience development, and digital marketing, leveraging automation tools to nurture prospects to conversion. Developed a collection of industry Web pages focused on the application of the technology in sectors including Finance, Insurance and Pharmaceuticals, which were used for social amplification and organic placement initiatives.
Result: The integrated marketing approach provided the client an opportunity to determine their ideal audiences and channels for engagement, optimize creative and messaging based on performance, and generate marketing qualified leads, resulting in several six-figure deals for the client
Samples:
- Industry Web Pages: Created a set of multi-purpose content pages targeted at specific industry verticals (finance, pharmaceuticals, etc).
- SEO/UX Pages: Developed custom pages to highlight capabilities in demand by the target to improve the user experience and secure organic positions on terms such as "advertising compliance software" (still ranking #1 on Google)
- Reports/Whitepapers: Created sales enablement materials and landing pages to generate qualified leads.
Technology Products
Challenge: A leading provider of electrical testing and measurement tools wanted to increase awareness of a new product focused on a niche audience without alienating current users/clients.
Approach: Recommendation was to introduce a digital presence on a subdomain to serve as the virtual launchpad for the product announcement, showcasing its capabilities along with related and supporting information to guide visitors to conversion on the main website.
Result: Successfully introduced the microsite (in a limited timeframe of two weeks) along with content to facilitate awareness and product adoption.
Samples:
- Content for the Microsite: Developed website copy for product and solutions pages.
- Chatbot - Script/Functionality: Developed strategy and functionality for a chatbot on the microsite.
- Web Stories: Developed a set of interactive content assets to inform/educate prospective buyers on topics including Solar Energy Trends, PV Solar Panel Hazards.
Energy & Sustainability
Challenge: A leading provider of energy efficeiency services and sustainability solutions needed to increase awareness among target audiences and accelerate growth.
Approach: Recommendation was to expand the availibility of content relevant to the target audiences, optimizing the broader Web presence for increased discovery through organic search channels, while supplementing social media initiatives.
Result: Website visits increased 400% in three months, and generated nearly 500 sales qualified leads from the promotion of special reports and webinars during the engagement.
Samples:
- Web Pages: Developed an information resources section on the website to showcase newly developed content and marketing activities.
- Blog Posts (for Social Amplification): Created numerous blog posts for the aforementioned resource center on a range of topics including energy efficiency policy, commerial building retrofits, and important legislation.
- Reports/Ebooks: Supported the development of lead generation assets and landing pages for website, event, and social promotion.
AI SaaS
Challenge: Artificial intelligence video analytics software solution wanted to increase brand awareness among security industry professionals within the organic search channel.
Approach: Recommendation was to develop and position Web content aligned with the needs and wants of the prospective clientele, introducing long-form informational resources, dynamic product-focused quizzes, and immsersive and interactive content to maximize opportunities for awareness and conversion.
Result: By increasing the quantity of relevant actionable content across marketing touchpoints for prospective clients, website visits increased from less than 100 monthly unique visitors to a peak of 100,000 (with 1 million organic impresisons). The website continues to rank for hundreds of high-volume health related queries in highly competitive positions.
Samples:
- Video Analytics Assessement Tool: Created an interactive, multi-step "quiz" that rendered a recommendation based on user inputs.
- Informational Guides: Created long-form content on topics including physical security, smart video, and intruder detection.
- Web Stories: Developed short-form content assets in this immersive format; one asset focused on school shooting statistics resulted in 35,000 visitors in less than 24 hours.
B2C Healthcare
Challenge: An acclaimed orthopedic surgeon's multi-location medical practice wanted to increase exposure nationally and awareness locally to drive consultations and appointments. Undefined marketing strategy and a poor technical and user experience foundation was limiting performance.
Approach: Recommendation was to refine and 'humanize' the available Web content, gradually increasing the availability of new content and digital experiences on the orthopedic doctor's website designed to minimize the competitive coverage gap, more closely align with the search behaviors of the target audience, and maximize opportunities for awareness and conversion.
Result: By refining and expanding the website content experience and marketing touchpoints for users, website visits increased from less than 100 monthly unique visitors to a peak of 100,000 (with 1 million organic impresisons). The website continues to rank for hundreds of high-volume health related queries in highly competitive positions.
Supply & Logistics
Challenge: A publicly-traded cannabis company introducing a new product line wanted to improve its organic search presence, generating awareness on search terms that would result in sales of the product in its own network of dispensaries nationwide and those of its partners. The competitiveness of the sector and dual-meaning of its primary branded search term had made previous attempts at organic optimization challenging.
Approach: Recommendation was to increase the availability of content and digital experiences on the website that were adjunct in theme/topic to the brand's product offering, showcasing informational content experiences for early and mid-stage prospects (providing details on product ingredients and resulting experience) and positioning transactional and navigational content to late-stage prospects ready to buy.
Result: By taking a customer-focused, information-first approach, website traffic increased 1900% (from <100 to an average of 8200 monthly unique visitors), keyword coverage expanded 2200% (from 200 to 4600 terms), and first page rankings and featured snippet listings were secured for the brand's target keywords.
Supporting the Energy Transition
NewEnergyIQ.com
Platform providing data insights and intelligence on the energy transition and the adoption of renewables including solar, wind and geothermal energy.