https://www.aliciarosebell.com/portfolio-and-insights daily 0.75 2025-06-15 https://www.aliciarosebell.com/portfolio-and-insights/website-development monthly 0.5 2025-02-16 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/0a833f81-6495-4a79-bea0-086c8d983f1b/Asure+Website+Snapshot.png Portfolio - Website Development - Make it stand out I have spearheaded website development and redesign projects for tech companies in the financial services, cybersecurity, enterprise software, and HCM industries. Most recently, I led the overhaul and redesign of the corporate website for Asure, a cloud-based payroll and HR software provider. My efforts focused on modernizing visuals, improving navigation, and adding a new partner marketplace. I chose to upgrade our hosting and CMS to from Squarespace to WordPress on WP Engine with Divi Builder modules to make it easy for non-code-savvy team members to make content updates. The updated site also boasts faster load speeds and greater flexibility for future expansion. These changes were designed to enhance user experience, improve functionality, and support business growth. From a content perspective, I created a more engaging design for the blog and resources section and populated those sections with a higher volume of keyword-friendly content for the target audience. In the first year following the site launch, the improvements paid off: organic traffic increased by 14%, while new users from organic traffic grew by 18%. The enhanced user experience and streamlined design not only helped attract more visitors but also positioned Asure for long-term success in a competitive market. View Video the Website Here: Asure Website Snapshot https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739155373992-UX9NLDVANPU5AJ15PPH7/Screenshot+2025-02-09+183645.png Portfolio - Website Development - Make it stand out I spearheaded the redesign and optimization of Worksoft’s website, significantly enhancing its digital marketing performance. The site was moved from a heavily coded WordPress instance to a HubSpot website, which not only created more flexibility and control for edits and additions, it also enhanced reporting and analytics capabilities. The overhaul included improvements to the website’s user experience, email campaigns, and paid search advertising. These efforts resulted in a 28% increase in demo requests and a 40% boost in MQLs. By streamlining the customer journey and aligning content with audience needs, I drove stronger engagement and conversion rates, ultimately contributing to greater lead generation and business growth. View Video of the Website here: Worksoft Website Snapshot https://www.aliciarosebell.com/portfolio-and-insights/content-assets monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/56f5372a-afaa-487e-9746-5840f00bb9cc/Screenshot+2025-02-15+194840.png Portfolio - Content Assets - Make it stand out Video Assets Videos are another great content asset to support a content strategy. I’ve created several videos to showcase customer success stories, product information, research highlights and more. I developed series of short video showcasing customer success stories from leading enterprises like Honda and Hershey. I used the video assets in lead generation campaigns and on social media. Watch Honda Video. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/06e0ad21-d56d-4f65-acdf-44504c827891/Screenshot+2025-02-09+182329.png Portfolio - Content Assets - Make it stand out High-value assets are an essential component of any digital marketing strategy. I’ve developed a variety of content assets, including eBooks, infographics, white papers, videos, and customer success stories. eBooks At Asure, we often use eBooks to educate our small business audiences on the complex details that surround payroll and HR laws and best practices. One of the eBooks I’ve created is is an annual HR Benchmark Report that summarizes the findings of the company’s small business survey. The survey covers eight HR categories across the employee lifecycle and captures how many small business owners are applying best practices along with corresponding data about their growth. The report outlines the correlation between “fast growth” companies and how they embrace HR best practices. For example, 74% of fast growth companies offer a 401(k) plan. Since the items outlined in the report can be solved by services and solutions offered by Asure, the report was an important component of my content strategy. In addition to the downloadable asset, I used report-related related content on social media, blog posts, and the weekly podcast. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1d1a79ac-95f0-46e7-839a-37b3a9d5fa37/Screenshot+2025-02-09+182248.png Portfolio - Content Assets - Make it stand out Infographic Assets Infographics can be a great way to provide valuable information in a quick, digestible format. I wrote and developed several infographics for Asure’s small business audience, outlining a variety of payroll and HR facts. The assets are used in a lead generation campaigns and provide a thought leadership hook that help us identify potential prospects and fits the early stages of the buyer’s journey. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/043ec8bd-0db5-4bad-a6de-80b6789d23e6/Screenshot+2025-06-03+220027.png Portfolio - Content Assets - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.aliciarosebell.com/portfolio-and-insights/customer-stories monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/bfa01136-dac5-4432-b4f1-8d078f75a22b/Screenshot+2025-02-13+231023.png Portfolio - Customer Stories - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/b32f2e02-bc07-49ec-b9db-1342093e29f9/Screenshot+2025-02-13+202452.png Portfolio - Customer Stories - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/84b3429d-820b-4bba-a433-28ac80a0874f/Screenshot+2025-02-15+151320.png Portfolio - Customer Stories - Make it stand out Virtual Industry events are a great way to reach an enterprise audience. I created presentations that included customer testimonials to help articulate the value of Worksoft’s test automation solutions. View example slides from SAP Insider Event https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/02316890-87e0-4f4b-a29d-460efcd1fdde/Screenshot+2025-02-15+192616.png Portfolio - Customer Stories - Make it stand out I created a short video to tell the story of Dutch Railways’ success with Worksoft’s Test Automation platform. Watch the video. https://www.aliciarosebell.com/portfolio-and-insights/demand-generation monthly 0.5 2025-04-02 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/c6378c3a-fb8d-4984-967b-d78f32bccc60/Screenshot+2025-02-15+185842.png Portfolio - Demand Generation - Make it stand out Digital marketing provides a variety of ways to generate demand and create sales leads from email campaigns to webinars to paid ads via Google and social channels. I’ve created all facets of these campaigns, including strategic planning, asset development, copywriting, landing pages, lead workflows, and analytics reviews. At Worksoft, an automation software provider serving global enterprises, I created several demand generation campaigns targeting a variety of audiences. One campaign focused on industry verticals and leveraged the many great customer success stories I developed. The campaign included multi-touch email campaign that highlighted the success of peer organizations in the target prospects’ industry. The campaign experienced higher than average open rates and resulted in several leads to fill the pipeline. Writing Sample: Read Industry Vertical Campaign Elements https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/a5441718-989a-43d2-b400-00bd903bb1b3/Screenshot+2025-02-15+184421.png Portfolio - Demand Generation - Make it stand out Oracle Campaign With the trigger event of an Oracle upgrade on the horizon,this email campaign for Oracle users aimed to raise awareness among developers that test automation could ease the strain of their move. Writing Sample: Read the Campaign Emails https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739507867952-V64KMVRIZLAGPJ5OWHVT/Screenshot+2025-02-13+215327.png Portfolio - Demand Generation - Make it stand out When I joined Asure, the company had a HubSpot instance but was not leveraging it for automated email campaigns. I established a process creating and tracking multi-touch campaigns and created content to resonate with the target audience of small business owners. Organic Growth in the Base In addition to building out prospect campaigns, I also developed a campaign strategy for existing customers. At the time, the company was struggling to generate organic growth and the attachment rates for its many add-on products was extremely low within the base. I determined that this low performance was due primarily to two things: the account managers had too many assigned accounts to connect with personally and the customers had limited awareness of what else the company offered. To solve these challenges, I proposed and developed an “All Products” campaign (pictured below), which includes a multi-touch outreach campaign that highlighted the various services the company offered. Each email spotlighted a specific service while also reinforcing the whole portfolio of offerings, both in the message and on the corresponding landing page. A social media campaign reinforces the awareness messaging. The campaign generated a high volume of leads for the account management team and led to 61% year-over-year sales growth for that team. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739155820459-V9XE9AZAMMSUS4VXZNBD/Screenshot+2025-02-09+182114.png Portfolio - Demand Generation - Make it stand out Asure “All Products” portfolio awareness email campaign targeting existing customers helped drive 61% YOY sales growth for the base. https://www.aliciarosebell.com/portfolio-and-insights/product-collateral monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/6391cfec-4d96-4c76-bf6a-f2a90f42984d/Screenshot+2025-02-15+184306.png Portfolio - Product Materials - Make it stand out Samples of presentation slides I created to outline elements of the Worksoft platform and customer results. View PDF https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/9f6c4671-58af-4d97-afba-90b11606e24a/Screenshot+2025-02-16+134225.png Portfolio - Product Materials - Make it stand out Sample presentation slides I created for a partner pitch deck. View PDF https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/8f2aa488-ab19-4ecf-a2f6-b690ae5de1a9/Critical+Start+Evanta+Nov+2017_Slide_Zero+Trust.jpg Portfolio - Product Materials - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/4a7ff5ec-5d40-4cc1-be78-9ec2cfbc035d/Screenshot+2025-02-09+182406.png Portfolio - Product Materials - Make it stand out Writing has always been one of my core competencies. I’m especially adept at communicating complex information in a way that’s clear and easy-to-understand. I’ve applied these skills to develop a wide range of materials that articulate the value of technology solutions. In addition to effectively communicate value, I believe polished, professional collateral build trust and confidence among prospective customers. While digital content assets are increasingly important, teams like field sales still need well-designed printed materials to take to market. At Asure, I initiated and led an effort to redesign and standardize product materials. I developed product collateral at Worksoft as well as extensive product web content. I also apply extensive PowerPoint experience to craft product content, pitch decks and sales training. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/930a5181-477f-4a83-95a4-ebacd21926fc/Screenshot+2025-02-09+182149.png Portfolio - Product Materials - Make it stand out Overview and white paper for Asure’s payroll tax management software. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/a733b232-118a-46a5-930d-555979961f31/Screenshot+2025-02-16+140344.png Portfolio - Product Materials - Make it stand out Multi-slide screen saver/monitor display for Critical Start’s presence at a regional tradeshow highlighting the cybersecurity’s offerings. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/4c7dedf6-ac03-4d28-9585-783bab747d13/Screenshot+2025-02-13+225709.png Portfolio - Product Materials - Make it stand out Stills from a video I produced highlighting industry analyst IDC’s research findings about Worksoft automation. View PDF https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/b344f308-5b36-462b-be88-cfb26972c261/Screenshot+2025-02-16+142916.png Portfolio - Product Materials - Make it stand out Forbes Cover Wrap advertisement I developed for EDS. View PDF https://www.aliciarosebell.com/portfolio-and-insights/events-management monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/202518bf-c87c-4042-bbc4-7b7155f4c86c/Screenshot+2025-02-09+182559.png Portfolio - Events Management - Make it stand out Workday Rising, a conference for the ERPs users where Asure showcasing its payroll tax management solution. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/9878237e-d653-4272-a3a7-dd9ed059f2c1/Screenshot+2025-02-13+223024.png Portfolio - Events Management - Make it stand out The Baker Hill exhibit at BAI where the new brand was launched. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/3ac42c1b-028a-4b53-bb0c-47281bb811e2/Screenshot+2025-02-09+183809.png Portfolio - Events Management - Make it stand out Evolve, the Asure customer conference for reseller partners in Burlington, VT https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/36f083bf-cb90-4cad-9a23-b6703135ab0a/Screenshot+2025-02-13+222521.png Portfolio - Events Management - Make it stand out Worksoft customer conference at the Omni at the Star in Frisco, TX https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739154712009-HKL43E6NNV04L48TQJKF/Screenshot+2025-02-09+182513.png Portfolio - Events Management - Make it stand out From national tradeshows to large-scale customers conferences to virtual events, I have orchestrated events of all types. During my tenure at FinTech leader Fiserv, I was responsible for communications and messaging strategy for annual bank and credit union customer conferences with more than 1,500 attendees. I also managed PR, branding, and event outreach for the annual 30×40 ft booth at the Governmental Affairs Conference for credit unions. I launched the new brand identity I established for Baker Hill with a 20-foot presence at the BAI Retail Delivery show. As part of my role at Worksoft, I led event-related lead gen as well as content development for the in-booth theatre at SAP Sapphire, a 30,000-attendee event where we were a top-level sponsor with a 30-foot booth. I also managed all aspects TRANSFORM, the Worksoft customer conference for global enterprise software developers as well as hosted and promoted a monthly webinar At Critical Start, I collaborated a wide range of fellow cybersecurity industry partners including Splunk and Palo Alto to co-host lunch-and-learns and other lead generation events. Events management is also my responsibility at Asure where I oversee all aspects (content, promotion, registration site, event app, signage, sponsorships, location logistics) of three hosted events annually — a sales kick-off event, a customer conference for reseller partners, and the annual sales award trip. I also oversee the strategy and execution of national trade shows, partner conference, regional events, and the employee Town Hall. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/35c63542-29ed-4dfa-99f7-371aa78620d9/Screenshot+2025-02-13+222245.png Portfolio - Events Management - Make it stand out Worksoft’s platinum sponsor presence at SAP Sapphire with an in-booth theatre to showcase customer presentations and panel discussions. https://www.aliciarosebell.com/portfolio-and-insights/product-launches monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/8188004d-018e-4baa-8c34-67217e58f8b0/Screenshot+2025-02-15+151034.png Portfolio - Product Launches - Make it stand out Diagram I created outlining how process intelligence fits in the overall connective automation model https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/eae34034-ba00-40c7-86a7-a27bc93fa801/Critical+Start+Evanta+Nov+2017_Slide_Mobile+SOC.jpg Portfolio - Product Launches - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/db97cab5-dd69-49e4-a233-54bf4694f6ef/Screenshot+2025-02-15+184438.png Portfolio - Product Launches - Make it stand out Process Intelligence Presentation and social media samples https://www.aliciarosebell.com/portfolio-and-insights/blog-content monthly 0.5 2025-03-10 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739155681251-M0IGJK9JA983KQCOABS3/Screenshot+2025-02-09+184744.png Portfolio - Blog Content - Make it stand out Blog posts can play many roles in a Digital Marketing strategy, creating opportunities to showcase thought leadership, customer stories, and other important news. They can help populate your social media feed and they’re also a fantastic tool for search engine optimizing (SEO), which can bring more prospective buyers to your website. As an informative and “non pushy” content asset, blogs are a great for dropping into sales outreach and Salesloft cadences. I have successfully used blogs for all of these purposes. At Worksoft, I wrote blogs on complex topics related to enterprise automation. Blogs were an important component of my SEO strategy and I routinely incorporated and added target keywords to my blog content to boost organic search engine results. Great blog content, combined with other strategies, including a website redesign drove a 300% YOY increase in traffic. In my last year there, the Worksoft website was the highest performing lead generator with 73% YOY SQP growth. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/b2ce2d3b-64bd-4b6e-9b91-25c4b2d55ce0/Screenshot+2025-02-09+182304.png Portfolio - Blog Content - Make it stand out At Asure, blogs are one of the ways I transformed the content strategy following my website redesign project. I increased the volume of blogs from one or two per week to an average of seven blogs per week (382 blogs published in 2024). I developed a content calendar to coordinate blog topics with other content outlines including social media, podcasts, and lead generation campaigns. I also enhanced the quality of the blogs with more informative topics, internal links, and promotion of high-converting assets like related eBooks and podcasts. These optimization efforts resulted in a 30% YOY increase in blog traffic with 97,00 blog views in 2024. As part of this cohesive content strategy, organic search traffic grew to 28% of overall traffic. with organic search traffic visitors more engaged than any other traffic source. https://www.aliciarosebell.com/portfolio-and-insights/web-content monthly 0.5 2025-06-15 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/6ee22304-46a4-4010-8b5c-6e3f2d49ef06/CS+Website+Bring+On+the+Noise+MSSP.jpg Portfolio - Web Content - Make it stand out At Critical Start, I created messaging and built a new website to articulate the value of the forward-thinking cybersecurity company’s approach to security monitoring and threat mitigation. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739500873075-E19YLOB92P3LCLBYZTTA/Screenshot+2025-02-09+183645.png Portfolio - Web Content - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/25becf00-5211-4711-be26-bde660eeda64/Critical+Start+website+home.png Portfolio - Web Content - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.aliciarosebell.com/portfolio-and-insights/podcast-production monthly 0.5 2025-02-16 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739155517344-D8VUZ6GTWIDOIUW1GLOH/Screenshot+2025-02-09+182231.png Portfolio - Podcast Production - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.aliciarosebell.com/portfolio-and-insights/public-relations monthly 0.5 2025-02-16 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/1739154879571-AC1SMQEZCTY2FVORNTVX/Screenshot+2025-02-09+182713.png Portfolio - Public Relations - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.aliciarosebell.com/portfolio-and-insights/social-media monthly 0.5 2025-06-04 https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/b4e5a45c-6f1d-4875-ad47-24d9d7e30b4a/Screenshot+2025-02-15+145621.png Portfolio - Social Media - Make it stand out More Social Media Results I also owned Social Media channels at cybersecurity provider Critical Start and enterprise automation software leader Worksoft. At Worksoft, I published high-value social posts that included industry research, blog posts, webinar and event announcements, and product and feature highlights. I increased LinkedIn followers by 400% in 3 years and drove social-driven web traffic up 54% YOY. The Worksoft website was the company’s highest performing lead source. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/8061b060-89bc-47fd-b33b-24690a9a5304/Screenshot+2025-02-15+145641.png Portfolio - Social Media - Make it stand out Worksoft delivers complex enterprise test automation for ERP developers. These social posts I created coordinated with blog posts and a lead generation campaign targeting Oracle users. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/c6752030-6c74-4ed6-9ef3-b678a790f990/Screenshot+2025-02-13+224150.png Portfolio - Social Media - Make it stand out Samples of the campaign to support Asure’s enterprise payroll tax management, which is a Workday certified solution. These posts help encourage visitors of the Workday Rising user conference to visit our booth. And tagging approved partners with extensive reach lifts exposure. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/62d5126d-9c41-4740-ad1a-0f059ec2bcbf/Screenshot+2025-02-13+214944.png Portfolio - Social Media - Make it stand out Payroll services is a crowded market and one of Asure’s key differentiators is the personalized service our CSRs offer to customers. To reinforce this value and simultaneously celebrate these employees who received praise in our NPS survey, I created a social series to thank them in the week leading to Thanksgiving. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/fd5ee161-ece6-4b20-b388-3abc571b6966/Screenshot+2025-02-13+215540.png Portfolio - Social Media - Make it stand out Employee communications, including recruiting support is part of my role at Asure. This image shows some of the art for a campaign to promote open sales positions. https://images.squarespace-cdn.com/content/v1/662dc3e43e082112d7b9db6f/0eac7701-d83d-4aae-8f4e-96dd581307c1/Screenshot+2025-02-13+214443.png Portfolio - Social Media - Make it stand out A key element of any good marketing strategy is to meet buyers where they are. And we know everyone is on social media, browsing newsfeeds that the algorithms carefully curate to fit their interests and preferences. According to LinkedIn research, 75% of B2B buyers use social media to make buying decisions. I have guided social media strategy as several technology organizations, defining the type, cadence, and look and feel of organic posts. I recognize the nuances of these channels and the need for attention-grabbing posts that compel readers to stop and engage with your content. I also have the writing and design skills to create and/or guide creative resources to develop high-performing social content. When I took over Asure’s Content Strategy in late 2023, I defined a cohesive plan to publish high-value content that synched with other content initiatives, including blogs, podcast, and lead generation campaigns. (Pictured above are posts from the campaign I drove that emphasized the value of switching payroll before January 1 along with key differentiators like Asure’s highly rated customer service and affordable HR Compliance subscriptions.) Driving Results I transformed Asure’s Content Marketing, elevating thought leadership content, increasing the volume of blog posts, and creating a weekly podcast with short clips to use across social channels. I also created a “Social Star Shoutout” segment for our biweekly sales education meeting to celebrate team members who engaged in social sharing best practices and encourage the same from others. In one year, our social audience grew 33% (with LinkedIn followers up 36%). Published posts nearly doubled with a 45% increase, providing more great content for sharing. Shares on LinkedIn increased by more than 600% and LinkedIn impressions grew by 445%. More Social Media Results I also owned Social Media channels at cybersecurity provider Critical Start and enterprise automation software leader Worksoft. At Worksoft, I established social media standards and published high-value social posts that included industry research, blog posts, webinar and event announcements, and product and feature highlights. I increased LinkedIn followers by 400% in 3 years and drove social-driven web traffic up 54% YOY. 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