Introduction
When it comes to successful marketing campaigns, the real story lies not just in the results but in the lessons we carry forward. The Workiva Evergreen Campaign didn’t just deliver record-breaking metrics; it provided a roadmap for building trust, driving engagement, and ensuring sustainable growth. As the Head of Account Management, I’ve had the privilege of working closely with both Workiva and our internal team to ensure every insight was actionable, every adjustment meaningful, and every success repeatable.
In this final installment of our blog series, I’ll share the most critical lessons from the Evergreen Campaign and how they’ve reshaped how we think about long-term growth in B2B marketing.
Lesson 1: Start with Empathy, Not Assumptions
The foundation of the “chairs to cares” marketing strategy was empathy—a deep understanding of our audience’s real challenges. It’s easy to default to assumptions based on personas or titles, but the Evergreen Campaign taught us the value of digging deeper. By addressing specific pain points, we built trust that translated into higher engagement and conversion rates.
As Ryan Hallquist explained during our strategy sessions, “People don’t buy solutions for their titles; they buy solutions for their problems.”
Lesson 2: Iteration is the Secret Sauce
No campaign is perfect out of the gate, and the Evergreen Campaign was no exception. Ongoing reviews allowed us to:
- Analyze what was working and why.
- Adjust ad copy and creative assets to better align with audience behavior.
- Reallocate budgets to the most effective channels.
For example, we discovered that LinkedIn posts highlighting real-world use cases outperformed general content by 30%. These insights helped us refine our approach week after week, turning good performance into great results.
Lesson 3: Build for Longevity, Not Just Quick Wins
The Evergreen Campaign wasn’t designed as a one-off effort; it was built to sustain long-term growth. This required:
- Scalable Messaging: The “cares” strategy provided a framework we could adapt across personas and industries.
- Multi-Channel Consistency: Ensuring every touchpoint reinforces the same narrative.
- Data-Driven Decisions: Leveraging performance insights to inform, not just this campaign, but future efforts.
This focus on scalability ensured that the success we achieved wasn’t a fluke but a foundation.
Lesson 4: Collaboration is Non-Negotiable
One of the campaign’s greatest strengths was the seamless collaboration between teams. From Strategy and Creative to Media and Analytics, every department played a role in ensuring success. Our partnership with Workiva was equally important—their openness to innovation and trust in our process made all the difference.
As I often remind my team, “Marketing is a team sport. You don’t win championships without everyone playing their part.”
Lesson 5: Trust the Process, but Don’t Fear Change
A strong strategy provides direction, but adaptability ensures success. One pivotal moment came when we noticed a segment of Google Ads underperforming. Rather than doubling down, we shifted focus to high-performing LinkedIn retargeting campaigns, which ultimately delivered a 40% boost in qualified leads.
This flexibility was key to maximizing ROI and ensuring the campaign’s success.
Results: A Recap Worth Celebrating
Before we close, let’s revisit the results that made this campaign so impactful:
- 122% increase in Sales Accepted Leads (SALs).
- 181% increase in Opportunities Created.
- 167% increase in Qualified Opportunities.
- $1.29M+ in Closed Won Deals, an 86% YoY increase.
These metrics weren’t just numbers; they were proof that our approach worked and that focusing on “cares” could drive measurable success.
Conclusion: Elevating Marketing for the Long Term
The Workiva Evergreen Campaign was more than just a success story—it was a turning point. By prioritizing empathy, collaboration, and continuous improvement, we created a campaign that delivered results and a framework for future growth.
As you think about your own marketing strategies, remember these lessons: focus on what truly matters to your audience, iterate relentlessly, and never underestimate the power of a cohesive, multi-channel approach.
Here’s to building campaigns that don’t just perform but transform as you unlock a new era of growth for your business with Mabbly.
