Drive B2B Enablement & Content
WeddingWire (2014-2017)
Objective: Developed an Insights function to bolster B2B thought leadership and maximize revenue opportunities (ex. registry, hotel room-block bookings).
Methods: quant surveys, qualitative pulse surveys, focus groups, interviews, secondary and behavioral data
Outcome: Launched wedinsights.com, featuring reports, infographics, interactive digital tools, and targeted one-pagers. I presented to our vendor community (2 cities per month) and to our annual 2K+ attendees at WeddingWire World.
Impact: Wedinsights were requested by Sales Managers weekly. An internal group of engaged & newlywed staff (“Wed & Wired”) allowed us to get regular, scrappy feedback. And the 2017 Newylwed Report surpassed The Knot’s sample size to be the largest in industry; the program remains foundational to Content post-merger.