My strategy focuses on building systems that will produce compounding impact and move prospects from dormants to engagement. My system is not a “set it and forget it” but involves continuously monitoring and optimizing. It is heavily integrated with demand generation and growth marketing.
- ASAPP Thought Leadership Pipeline
- ASAPP SEO/AEO/GEO
- SciNote Webinar Production Pipeline
- Scale Up Content Production at ASAPP and SciNote
ASAPP
Thought Leadership Pipeline
Results: 2X open rates, 3X engagement via optimization. At this audience size, small percentage-point increases have translated into major gains, including a 30% increase in blog traffic. Content served as basis for media pitch (invited contribution/commentary). 5500+ lead generation through content syndication.
I worked with internal subject matter experts to develop distinct points of view on AI in customer experience, turning their expertise into blog posts, blog and video series, webinars, and eBooks. Examples include:
- Agentic CX Playbook with ASAPP VP of CX Strategy Chris Arnold
- Agentic Minutes (bite-size videos) with ASAPP SVP Marketing Sara Hanle
- With Bobby Kavolasky, Senior Manager, Insights and Strategy
- The AI ROI equation: balancing operations, costs, and better CX (webinar) leading to additional blog post and eBook.
- Start Smart: Selecting AI Agent Use Cases That Succeed (webinar) leading to additional blog post and eBook.
- Blog posts and white papers with PMM Gina Clarkin, several Product Managers, Chief Architect Nirmal Mukhi, Head of Security, Trust, and IT Khash Kiani
Distribution and optimization: I launched the AI for CX newsletter and grew its organic LinkedIn audience to 6.7K in 18 months. Together with our existing email list, content syndication, events, and lead generation, I built an audience of close to 24K people we can engage with directly. We reach this audience through a monthly newsletter and integrated email campaigns, using thought leadership content to build awareness of our product and services.
Content was also distributed through paid and content syndication.
SEO, AEO & GEO
11.4 → 8.8 average page position | +15% organic traffic in 3 months
I overhauled ASAPP’s approach to organic search and AI visibility in March 2026 after I inherited this portfolio. I analyze Google Search Console data to identify opportunities we haven’t been capturing, optimizing existing content, and significantly broadened our topic coverage to drive up visibility.
I expanded this approach to track and analyze ASAPP’s visibility across AI platforms. Because this is an emerging and volatile space, I don’t apply tactics based on hype. Instead, I investigate reasons behind the metrics, educate myself on the latest research and emerging best practices, and take actions based on multiple data points and customer intents to build visibility.
SciNote
Webinar Production Pipeline
We knew that customer webinars have driven good engagement and strong lead generation. However, there was no mechanism to increase webinar cadence. The goal was originally to create more webinars. However, I instead built a customer-led content pipeline that drove not only webinar output, but also customer stories, proof points, and product education. Below is an example with a customer, Advanced Cellular Dynamics.
↑ webinar/blog output | +20% registrations per webinar | 6X webinar-generated leads
The process starts by conducting a customer interview (1). I also invite the customer to present during a live webinar. Based on an interview, I produced a customer testimonial, and a customer story blog post (2).
- Advanced Cellular Dynamics case study
- Next generation sequencing & digitalization key to a future-ready biotech business
I then built the webinar with the customer (3), optimizing for registration using a monthly newsletter prior to the webinar promotion email sequence. The live webinar generated leads, and the recording was turned into an on-demand webinar page and a case study blog post (4).
- Streamlining Workflow with SciNote through Automation and API Integration (case study)
- Leveraging the API of an electronic lab notebook for efficient data management
(5) In some cases, I turned customer case studies and webinars into broader product education. For example, a customer case study about inventory management led to a webinar with NIH-funded researchers. I then expanded that work into a live inventory management webinar, followed by an on-demand recording, a product education blog post, and a social media visual based on webinar poll results.
Scaled Up Content Production at ASAPP and SciNote
To ensure we have enough content to feed the growth machine, we needed to scale up production.
I scaled up production by building a repeatable workflow for project initiation, development, approval, and shipping. At both ASAPP and SciNote, this results in an increase in production by ~3x across blog posts, eBooks, and webinars, while significantly expanding video production at ASAPP.
[include Jira screenshot]
Results: At ASAPP, blog, eBook, and webinar production grew from 22 to 60 assets over a comparable period. Video production grew from 2 per year to [X], establishing video as a recurring content channel. At SciNote, webinar and blog post production also increased 3x.
