global organic marketing strategy + optimization

marketing, strategy + frameworks

global organic marketing strategy + optimization

challenge

InMoment had acquired 4 companies and lacked a cohesive roadmap for their owned marketing channels. Historical data was lacking and the team structure (content being siloed to, let's say, just the comms team, or just the product marketing team, etc.) was inefficient for centralization, measurement, or driving leads, qualified pipeline and revenue to support the business growth goals as a whole.

Over time, it also became apparent that without a centralized content strategy program that encompassed content within every department and team, at every stage of the funnel, there was significant risk of inefficiency, resource waste and missing growth targets. I knew we needed to start looking at content from a bird's eye view and how it supported the company's pipeline and revenue targets as a whole - essentially content rev ops.

solution
Moving over from one of the acquired startups, I took control of organic channels and content strategy on a global level and centralized previously non-aligned teams including web, SEO, social/brand, etc. I brought order to chaos by building a content strategy roadmap from scratch to improve collaboration, transparency, efficiency and scalability. Through extrapolation of data insights and experience gathered during my oversight of content marketing and demand gen at ReviewTrackers (which was acquired by InMoment) - I was able to move over to the global team and make a powerful impact in a short of amount of time for parent company InMoment as a brand.

Under my leadership my team was able to efficiently and quickly execute projects that overhauled the organic content strategy and SEO, web UX and other important organic channels while creating education along the buying journey to propel and accelerate buyers through the sales process. Applying deep data analysis and insights, I built content frameworks from scratch and ensured cross departmental and senior executive communication and feedback to build content and organic channel marketing strategies to support go-to-market campaign needs for product marketing, demand gen, corporate communications, investor relations, brand building and other use cases.

I also led the charge in utilizing our proprietary gen AI engine to organize our content database and build out a comprehensive 'common denominator' category and reporting program to help us layer data and attribute the impact of previously siloed channels such as sales (via Highspot), PR, social media, SEO, product marketing, demand gen campaigns (ABM, paid search, etc.) and others.

result
The overhauled organic and content marketing strategies resulted in a 136% increase in average sales price of bookings from organic channels over 9 months - and at one point, produced a higher ASP than paid channels.

Additionally, through this unique work we were able to gain a bird's eye view of where effort was specifically making an impact on bottom line metrics including qualified pipeline and where to direct more resources for even better ROI.

These efforts resulted in content business insights/intelligence that could be shared with content-producing teams to enhance and scale efforts to optimally drove bottom line growth - including content trends, content engagement metrics, etc. - while staying abreast of changing market landscape requirements, trends and other factors.

"As VP of Organic Demand, Megan has played a pivotal role in driving our SEO and content strategies. Her exceptional analytical skills and attention to detail have been crucial in our efforts to increase organic growth. Megan has demonstrated her ability to analyze complex data, providing actionable insights that have directly contributed to improvements in organic traffic and keyword rankings."

sam middleton

vp, product and solutions marketing, inmoment

"One of Megan's standout qualities was her incredible ability to manage and leverage data. She didn’t just rely on numbers—she had a talent for digging into data, analyzing it deeply, and then turning it into actionable insights. Her ability to "tell the story" behind the data helped the team make informed decisions.

Another strength of hers is her collaborative mindset. She made it a priority to understand the needs and objectives of other departments, ensuring that our team could provide the right support where needed. In addition to her professional skills, Megan is an inspiring leader with a natural ability to build relationships and foster a positive environment. She has a rare combination of strategic thinking, data mastery, and leadership that sets her apart as a truly exceptional VP."

barbara wharton

seo + content team lead, inmoment

"Megan is an enthusiastic and transparent leader, always eager to collaborate with other teams and turn ideas into tangible results. With a strong grasp of inbound marketing and lead generation, she continually seeks ways to improve processes that drive revenue growth. Her deep SEO expertise has transformed content, ensuring it's not only well optimized for search engines but also makes sense to the target audience.
Whether it's web pages, client stories, blogs, or guides, Megan excels at creating high-ranking, engaging content."

kammy doncheva

product marketing manager, inmoment

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