About Project

Early on in Michael's role in late 2019, it became evident that Icehouse could be much more productive by shifting from a focus on generating a higher quantity of Leads to focusing on creating higher quality Leads.

A 3-year plan was designed and implemented by Michael and the marketing team and launched in early 2020. After 3 very successful years it is still operating.

The plan was heavily focused on implementing best practice methodologies across all channels, such as the Website, SEO, EDM, Social, Digital Ads, Events, and Collateral. It also included the creation of new tools and processes as well as leaning into an in-house content-heavy plan, that included Podcasts, Webinars, Blogs, and Case Studies.

From 2020-2022, and when comparing it to the 3 years previous of 2017-2019, this strategic pivot led to an increase of productivity by 62%, i.e.sales increased (outputs), even though Leads (inputs) were fewer, and this was due to the higher quality of those Leads.

Michael designed the overarching strategic plan, championed it at an SLT, Exec, and Board level, and managed and led my team during the implementation.

Industries

Education

Specialties

Digital Marketing, Direct Marketing, Marketing Automation