Building a Persona-Driven Demand Generation Engine
Company: Resonate
Role: Demand Generation Manager
Overview
Redesigned Resonate’s agency marketing strategy by shifting from broad audience campaigns to highly targeted, persona-specific demand generation programs.
The Challenge
Agency buyers have vastly different priorities depending on their role. Paid media leaders care about activation and performance, while agency executives focus on growth and profitability. Existing campaigns weren’t reflecting those differences, resulting in generic messaging that struggled to stand out.
My Role
I led the strategy, messaging, campaign planning, and execution for a new persona-based demand generation framework across the Agency business.
What I Did:
- Developed six distinct ICPs based on research and sales feedback
- Created tailored messaging frameworks for each audience
- Built TOFU, MOFU, and BOFU nurture programs
- Developed persona-specific paid media campaigns
- Partnered with Sales to align messaging and enablement
- Built reporting dashboards to measure engagement and conversion
Results
The new persona-based demand generation framework transformed how Resonate engaged enterprise agency buyers by replacing generalized campaigns with targeted messaging throughout the buyer journey. The initiative established a scalable marketing engine that strengthened alignment between Marketing and Sales while creating reusable campaign assets, nurture programs, and messaging frameworks for future growth.
- 8 enterprise agency personas developed
- 156+ lifecycle nurture emails created across TOFU, MOFU, and BOFU journeys
- 100+ integrated campaign assets produced across email, paid media, webinars, landing pages, and sales enablement
- Full-funnel campaign framework implemented to support ongoing demand generation and ABM initiatives
- 73% increase in Marketing Engaged Leads
- 32% increase in Coversion Rate from Marketing Engaged Lead Stage to Meeting Interest Stage
Kayla Marthaler 