Lead Generation

Work done as Manager of Marketing at Catchafire

Image of landing page with lead capture form

Objective

Catchafire's main customers are Foundations, Trusts, and other philanthropic organizations. These partnerships bring unlimited volunteer support to nonprofits by providing free access to Catchafire's volunteer platform. Catchafire also partners with small and large corporations to provide a Corporate Social Responsibility program to their employees in the form of team or individual volunteering.

Solution

As Marketing Manager at Catchafire, I developed a trust-based lead generation strategy to drive marketing qualified leads at the top of the sales funnel. I utilized a combination of automated cold outreach, event marketing, paid advertising with industry leaders such as Grantmakers in Health and SHRM, lead magnet content such as downloadable guides and case studies, and landing pages to capture leads, to drive a 309% increase in leads from 2022 to 2023.

Strategy and Software

HubSpot CRM for outreach, automations, and analytics
Ads and landing pages designed in Figma and created in HubSpot
Email designed in HubSpot, ActiveCampaign, and Mailchimp
Paid advertising budgeting tracked in Google Sheets

Key results

+309%

Marketing qualified leads

From 2022 to 2023

+100%

New business

From 2019 to 2023

+442%

Inbound leads

From 2022 to 2023

Development Process

My lead generation strategy at Catchafire relied on building trust with prospects and highlighting pain points with their current grantmaking process or volunteer platform, and how Catchafire solves for those pain points.

I worked closely with the Senior Manager of Content Marketing and the product and design teams to develop downloadable guides tailored to corporate and philanthropic audiences. I created landing pages in HubSpot, wrote emails, and bridged partnerships with advertising partners to promote the landing pages, where interested prospects fill out a form to access the guides, and my automated email series nudges them along the sales funnel.

Image of marketing strategy applied to sales funnel

I analyzed opportunities in the sales process at Catchafire and developed a messaging outline that identifies key touchpoints for different prospects and the necessary strategies to convert them.

Image of data dashboard created in HubSpot

I used HubSpot's reporting features to create a custom dashboard track KPIs and outcomes from cold outreach, paid advertising, and landing page conversion rate.

“

Dylan created many incredible marketing series to drive engagement which led directly to renewal and upselling. He created many automations to ensure that we were able to scale from 40 partners to 80+ partners. Dylan is a true team player, a problem solver, and an expert marketer. Anyone who gets to work with him next will be extremely lucky!

Alexa Rivadeneira

Vice President, Customer Success & Implementation, Catchafire