Netgain Campaign: From Crunch Time to Confidence

Problem

Finance leaders need clarity and confidence in modernizing their month-end close processes, but many existing solutions are fragmented and unconvincing. Our challenge was to create a digital experience that translated complex value propositions into clear, engaging, and actionable touchpoints across the funnel.

Solution

Supporting our marketing leadership’s strategic vision, I led the creative and web project across all funnel stages:

• Awareness: Designed and optimized LinkedIn and YouTube ad creative to drive traffic and brand recognition. Created a cohesive landing experience that connected users to webinar registration, product demos, and campaign storytelling.
• Consideration: Developed gated assets like the Definitive Guide to Modernizing Month End eBook and interactive product demo experiences. These assets were integrated into retargeting and SDR sequences, driving mid-funnel engagement.
• Decision: Built out a refreshed Closing the Books use case page and visually-driven ROI tools, customer stories, and competitive comparisons. These helped convey value, build trust, and accelerate decisions.
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Pillar Assets

While this full-funnel was a cross-functional effort, I had full ownership of three core assets that anchored the campaign:

• Definitive Guide to Modernizing Month-End eBook:
  A flagship mid-funnel asset used in demand gen and outbound. My team wrote and outlined content while I led visual design, web presentation, and formatting.
• ROI Calculator:
  A fully interactive decision-stage tool showcasing tangible business value. I owned UX andvisual output, all designed in Figma. Webflow agency 8020 built the calculator.
• Demo Video Experience
  ‍Directed script flow and overall look and feel for the product demo video, ensuring clarity and alignment with user pain points.
• Pura Case Study:
  A narrative-led success story with modular design for reuse across web, sales, and paid media. My team wrote interviewed the customer, and we rolled the content out on the website, in ads, and video.
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Outcomes

• Campaign Reach: 9,000+ unique site visits
• Lead Influence: 5,697 contacts (including 4,700 net-new prospects)
• Revenue Impact: $41,200 ARR from 8 deals
• Cost Efficiency: $2.48 per influenced contact

This campaign demonstrated how thoughtful creative and frictionless web experiences can elevate message clarity, build credibility, and support business outcomes.