Building a Partnership with VC Firm ‘Insight Partners’ as a Strategy for Growth
At Mathison, I took over a partnership with Insight Partners and ran a nine-month campaign for its portfolio companies. I created messaging, content, and sales training, and coordinated with Insight, Sales, and Product. Eight of 22 interested companies became customers: a 36% conversion rate.
Overview
As a Product Marketing Manager at Mathison Technologies, I initiated a strategic partnership with Insight Partners, a renowned global venture capital and private equity firm dedicated to fostering equitable and inclusive organizations within their portfolio companies.
This partnership marked a significant growth opportunity for us, requiring a fresh approach to campaign design, messaging, and content creation.
I spearheaded the development and execution of the entire partnership, overseeing the negotiation of legal terms, orchestrating the campaign launch, coordinating events, and collaborating weekly with Sales, Product, and the Insight Partners team to ensure alignment.
Results
Over the course of nine months, our comprehensive campaign included targeted messaging across newsletters, dissemination of high-value content such as the DEI Metrics Guide, and hosting round-table webinars featuring industry experts discussing DEI strategies.
The pinnacle of our efforts was a compelling case study blog post showcasing the pilot group's success: a remarkable 36% conversion rate, full engagement from new customers, and the launch of over 30 DEI initiatives within the first six months.
This endeavor not only solidified Mathison's position as a leader in the space but also demonstrated our ability to drive tangible results through strategic partnerships.