Modernizing Marketing for Political & Advocacy Organizations
Company: Resonate
Role: Demand Generation Manager
Overview
Created an always-on marketing strategy that helped campaigns and advocacy organizations stay informed during rapidly changing political events.
The Challenge
Political priorities shift quickly, making static marketing campaigns obsolete. Prospects needed timely insights supported by fresh data and analysis.
My Role
Led campaign strategy and execution for the Political & Advocacy business.
What I Did:
- Built integrated campaigns around major news events
- Managed webinar and virtual event strategy
- Developed research-driven email programs
- Coordinated conference marketing
- Created executive thought leadership campaigns
- Partnered closely with Sales on follow-up strategy
Results
The initiative established an always-on marketing strategy that enabled Resonate to remain relevant throughout rapidly changing political and legislative news cycles. By combining research, current events, thought leadership, conferences, webinars, and lifecycle marketing into a unified campaign ecosystem, the program strengthened audience engagement while creating a repeatable demand generation framework for future election cycles.
- 6 recurring voter sentiment research reports developed annually
- 25+ integrated campaigns launched around major political and legislative events
- Year-round demand generation framework supporting Political & Advocacy marketing
- Increased engagement by 36% with political audiences
- Improved alignment between research, content, and demand generation
- Strengthened Resonate’s position as a trusted industry resource
Kayla Marthaler 