Invero Rapid Azure Adoption Campaign
Relaunching a premium cloud advisory and driving a 30x increase in B2B event registrations
The Work
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To successfully guide audiences from initial brand awareness down to webinar registration, I managed a highly targeted, multi-channel media buy. By aligning the specific ad creatives and copy with the unique strengths of each platform, I built a cohesive B2B lead-generation funnel:
LinkedIn Ads & Organic Social: Serving as the core B2B engine to directly target IT professionals by job title, generating qualified leads and growing Invero’s professional community.
Google Ads: Leveraging advanced re-marketing and responsive display networks to capture high-intent search traffic and maintain top-of-mind brand visibility.
Native Advertising & Sponsored Content: Utilizing long-form, contextually relevant articles to establish thought leadership and build premium brand trust.
Email Marketing: Deploying strategic drip campaigns, newsletters, and tailored templates to nurture captured leads and seamlessly push them toward live event registration.
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Transitioning a company away from a legacy name requires a unified, confident voice. I authored the foundational website content and overarching brand messaging required to establish Invero's new, premium market positioning. By translating complex cloud computing concepts into engaging, authority-driven content, I ensured their digital storefront accurately reflected their high-end advisory services.
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I didn't just write the campaigns; I actively managed their deployment. Serving as the primary writer on the Fractional CMO team, I oversaw the execution of the "Rapid Azure Adoption" campaign from concept to launch. I coordinated seamlessly with visual designers and agency stakeholders to ensure all digital copy, emailers, and ad sets remained agile, targeted, and focused entirely on driving measurable business outcomes.
At a Glance
Client: Invero Cloud Strategy, Migration & Managed Services
My Role: Lead Copywriter & Digital Marketing Strategist
Design: Chris Young
Deliverables: Brand Messaging, Website Content, B2B Campaign Strategy, Digital Advertising Management, Organic Social Media & Content Consultation.
Advertising Platforms: LinkedIn Ads, Google Ads (Display & Responsive), Facebook Ads, Native/Sponsored Content & Email Marketing.
Project completed while working at KIMBO Design Inc.
The Brief
Following a comprehensive corporate rebrand, Invero needed to re-establish its market presence and shed its former identity (BlueSilverShift). The initial objective was to build top-of-mind awareness and establish a premium, service-focused corporate image. Once that foundation was set, the project's focus aggressively shifted toward market expansion and lead generation—specifically targeting C-suite executives and IT management across Canada.
The Strategy
Operating as the Lead Copywriter within Invero’s Fractional CMO team, I directed all writing-related marketing efforts across Q1-Q3 of 2021. I began by developing authoritative website content, organic social media, and sponsored articles to solidify their new premium brand voice. To transition this brand awareness into tangible sales leads, I spearheaded the "Rapid Azure Adoption" campaign—a multi-channel digital push promoting specialized cloud technology webinars through targeted media buys and strategic email nurturing.
The Impact
The dual-phase approach successfully anchored Invero’s new brand identity in the market while delivering highly measurable B2B lead generation results across the board:
Event Generation: Drove 120+ registrations for the lead webinar (a 30x increase from previous events), resulting in 100+ live attendees and a robust pipeline of qualified sales leads.
Digital Advertising: Achieved a Google Ads click-through rate (CTR) of 3.86%, significantly outperforming the B2B industry average of 2.41%.
Community Growth: Generated 283 new LinkedIn followers with a 1.99% engagement rate (smashing the 0.35% industry benchmark).
Organic Reach: Increased overall organic web traffic by 5.82% and boosted month-over-month blog traffic by over 36%.
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