Whenever you launch a new product, you always want to make a splash. But when your new product is the first device of its kind, a big statement is practically required. Such was the case when I spearheaded the launch of IxProbe — a performance monitoring tool aimed squarely at service providers like Comcast.

For $35k, I built a multichannel account-based marketing campaign, targeting key decision makers across 55 US-based service providers. Incorporating direct mail, branded emails, custom landing pages, and lockstep teamwork with inside sales, we secured a 35% response rate and an 11% opportunity rate — all despite the COVID-19 pandemic dramatically undermining our outreach efforts.