Coursera
for Campus
B2B Integrated Digital Campaign
2022
Develop an integrated B2B marketing campaign to position Career Academy from Coursera as a leading solution for university leaders to enhance their degree offerings with skills-based micro-credentials developed by leading industry partners.
Demand gen campaign manager. Writer. Editor. Project manager. Moderator. Video editor.
1500
E-Book Downloads
2500
Webinar Registrants
100+
Marketing Qualified Leads
+$1M
in Pipeline Influence
Research E-Book
From Higher Education to Employment
In 2022, Coursera conducted a survey of 3,600 students & employers in 8 countries in partnership with market research firm Dynata. The resulting e-book demonstrates the value of industry certificates for both students and employers.
I led the launch campaign across email nurture, social media and publisher placements
Research Featured In:
Live Webinar
Enhancing Employability through Skills-Based Learning
Our goal for this campaign was to present Career Academy from Coursera as a solution that complements traditional degree programs by integrating employable, career-ready skills backed by industry leading companies.
To reinforce the value of these skills, I organized and moderated an hour-long webinar for university leaders with industry leader Michael B. Horn, which had over 2,500 registrants and influenced over $1M in pipeline in 2022.
Email Assets
The campaign involved positioning Career Academy as a leading solution for university leaders, so all communication to our database of prospects and third party partners had to be on-brand and on-message. This involved tight collaboration with the content, product marketing and brand and creative teams to ensure all communications were aligned to our core messages.
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Salesforce Dashboards
In order to measure, track and report on campaign progress, I build dashboards in Salesforce that the sales team can leverage for outbound communication. Each dashboard shows lead progress through the funnel and provides key insights at each stage. Only high level samples are shown here to protect data privacy.
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