From the time I started building the foundation of a B2B marketing initiative with Apartment List in March 2020 through 2022, when I worked as a full-time Marketing Associate owning every aspect of the project, it was my mission to transform insights into new campaigns and initiatives driving incremental demand for the sales team, and, ultimately, to accelerate the number of properties and rentable units available on our platform, increasing the company’s overall revenue opportunities.

I focused on driving brand awareness, engagement, and conversion through our primary channels, Email Marketing and LinkedIn, while expanding and optimizing our analysis capabilities, campaign metrics, and funnel results.

Jump to: Email Marketing | LinkedIn Marketing | The Results

Email Marketing

Email marketing was one of the first channels we worked to optimize at Apartment List because we’d already built a contact list to start with from our sales team’s prospecting efforts and research submissions received through our blog. We also knew that email offered personalization options and immediate ROI potential.

We identified our strongest value propositions, including Guaranteed ROI, Saving Teams Time, and our integrated AI product, Lea Lite, through weekly A/B tests in the second quarter of 2022. Using the results from that experiment, we developed a schedule to distribute messaging around these topics throughout the year.

Lead Generation Email: Guaranteed ROI

Lead Generation Email: Save Time

We also experimented with free trials CTAs and dark backgrounds to stand out in our prospects’ inboxes.

Lead Generation Email: Lea Trial

Along with B2B lead-generation campaigns like these, I developed emails for our active client base, including Monthly Newsletters, Year-End Recaps, and Webinar Registration Invites.

Year-End Recap

LinkedIn Marketing

As a B2B-focused marketer with Apartment List, I targeted professionals in the property management industry.

We focused on LinkedIn for our paid and organic social media strategies, with the primary goal of converting contacts in the Consideration and Decision stages of the buyer’s journey.

Lead Generation Post

Client Testimonial Lead Generation Post

We also used LinkedIn to create brand awareness with new prospects through Acquisition Announcements, Industry Conference Information, Webinar Details, and Holiday messages.

Acquisition Announcement

Conference Details Post

Webinar Follow-Up

The Results

As a Marketing Associate with Apartment List, my primary responsibility was to create demand for the sales team.

Generating more leads was never enough for me. I focused on creating a greater volume of qualified leads with the potential to become successful clients by tracking and driving conversions throughout the sales funnel.

Key Results:

  • 2X increase in the number of Units Acquired (82,421 vs. 39,385), our primary indicator for potential revenue.

  • 2X improvement in Lead Qualification percentage (34% vs. 15.3%)

  • 2X improvement in Lead-to-Opportunity Conversion (10.58% vs. 4.93%)

  • 3X improvement in Lead-to-Closed Won Conversion (6.9% vs. 2.3%)

  • 17% increase in the number of Properties Acquired (569 vs. 486)

  • 68% increase in the number of Units-per-Acquired Property (136.8 vs. 81)