PROJECT:
2-Tiered Enterprise Membership Solution Marketing
As a core part of the marketing team at Vatebra Limited, Vatebra embarked on a two-tiered marketing initiative to drive adoption and engagement for its Enterprise Membership Portal Solution targeted at professional bodies and associations. The Tier-1 focus involved Account-Based Marketing (ABM) for SaaS solutions, aiming to secure contracts with professional bodies that had previously engaged with Vatebra for standalone software like electronic procurement, EdTech, and performance management. Tier-2 targeted end-users and prospective members of these associations through B2C marketing automation, pay-per-click (PPC) advertising, and email campaigns to onboard users and generate revenue for the associations.
The Enterprise Membership Portal offered a comprehensive suite of features, including workflow management, data management, member registration, payment handling, training and certification, electronic voting, and communication tools. The strategic business model centered on providing these services at low or no upfront costs to associations while generating revenue through recurring fees tied to membership dues, e-learning, certification, and election add-ons.
SOLUTION:
To achieve the project goals, the following strategies and actions were implemented:
Tier-1: B2B Account-Based Marketing for SaaS Solutions
I. Targeted Outreach to Associations –
Focused on re-engaging 60% of the associations and professional bodies that had previously partnered with Vatebra for standalone solutions. Personalized proposals were crafted to demonstrate how the Enterprise Membership Portal could seamlessly integrate with or enhance their existing systems.
II. Value Proposition Alignment –
Highlighted the portal’s ability to reduce administrative burdens while increasing revenue streams for associations through automated member onboarding, payment processing, and training. These features were presented as essential tools for modernizing operations and delivering value to their members.
III. Relationship Building and Consultative Sales –
Conducted one-on-one consultations with key decision-makers in target associations to address specific pain points. Detailed demos of the portal’s capabilities were provided, showcasing its potential to streamline processes such as electronic voting and certification issuance.
Tier-2: B2C Marketing Automation & User Acquisition for Associations
I. Marketing Automation Setup –
Implemented a robust marketing automation system to nurture prospective members through email campaigns, personalized messaging, and retargeting ads. The automation funnel guided users from awareness to onboarding and eventual membership payment
II. PPC Advertising for Lead Generation –
Designed and executed targeted PPC campaigns on Google and social media platforms, focusing on keywords and demographics relevant to professional associations. Ads emphasized the portal’s benefits for users, such as access to training, certifications, and streamlined payment processes.
III. Email Marketing Campaigns –
Developed email campaigns aimed at educating prospective members about the benefits of joining their respective associations, such as networking opportunities, professional development, and easy access to services via the portal.
IV. Data-Driven Optimization –
Monitored campaign performance using analytics tools to refine messaging, targeting, and ad-spend, ensuring maximum ROI for both Vatebra and the partner associations.
RESULT:
The marketing drive delivered exceptional outcomes, transforming how Vatebra engaged with professional bodies and their members:
1) Increased Association Adoption – Tier-1 efforts successfully onboarded additional professional bodies and associations, with over 75% of targeted organizations opting to adopt the Enterprise Membership Portal. These clients recognized its potential to streamline their operations and generate recurring revenue.
2) Enhanced User Engagement – Tier-2 marketing strategies led to a significant uptick in user registrations for the associations. The marketing automation campaigns effectively converted leads, driving a 40% increase in paying members within the first six months.
3) Revenue Growth – The rolling yearly fees for technology use, e-learning, proctored examinations, and certifications became a consistent revenue source. Associations benefited from increased dues collection, while Vatebra capitalized on scalable income streams tied to member engagement.
4) Streamlined Operations for Clients – Associations reported significant reductions in administrative workloads, particularly in member registration, payment management, and voting processes, due to the portal’s automation capabilities.
5) Expanded Market Reach – PPC campaigns broadened the visibility of partner associations, attracting younger professionals and underserved demographics who previously had limited engagement with traditional association models.
This two-tiered approach demonstrated my capacity to integrate targeted B2B and B2C strategies to achieve organizational goals while delivering measurable value to clients and end-users. Vatebra cemented its position as a trusted technology partner for professional associations in West Africa.
