Role: Paid Social Media Partner

Company: Five Mill

Skills: Content Strategy, Paid Social Media, Global Marketing, Consulting

Partnership Growth: Enterprise Closed Deals of $80K+, Program Spend 400% Growth, Global Campaign Expansion, Content Strategy Built

Between 2021 and 2022 as KnowBe4’s agency partner, I helped construct their paid content strategy on LinkedIn. This technique was heavily influenced by organic content, webinars, current offerings, blending ways to be more seen. I trained their internal teams on how to make their content more attractive to senior buyers, while I placed the ads, budgeted, and built audiences in platform. Assisting in efforts to fine tune creative and messaging, a framework would allow us to see both leadgen and downfunnel success.

Full funneled content strategy > being heavily sold to.

When I got the account KnowBe4 was considered a smaller account at our agency at <$20K spend. I was able to take a smaller spend and produce MQLs, SQLs, and Closed Deals within the first 60 days of operation. Sticking close to a new ads structure, I worked closely with their internal marketing team to rethink framework of their voice and strategy to key audiences.

As a result we were able to scale the content program to an over +$80K spend. This included:

• Addition of Brand Video Content for Brand Lift and Retargeting purposes.
• Addition of EMEA buying group.
• Addition of APAC buying group.
• Addition of ABM Program for Tier 1/2/3 Accounts in conjunction with brand/demand efforts.

As a result of these efforts I left KnowBe4 with a new ads framework that was replicable across countries, audiences, and new buying groups.