Context
Marketing was filling the funnel, not closing it
At Scribenote, marketing was treated as a top-of-funnel function. It brought people in,
but converting them to paid sat with product and sales. Meanwhile, thousands
of veterinary professionals had signed up for the free plan and gone dormant. They already
knew the product, but for whatever reason, it wasn't the right fit at the time, and they'd
never had a reason to come back.
I wanted to prove something specific: that marketing could turn that dormant base into
revenue, directly and measurably.
Role
I led this campaign end to end. I designed the strategy and the trial offer, built the behavioral
segmentation and lifecycle flows, and wrote and designed every email. I ran the mid-trial research,
partnered with our data and front-end engineers to instrument the funnel and build the in-app
upgrade path, and turned the whole motion into a repeatable system the team can rerun each quarter.
Approach
One offer, two audiences, a dozen behavioral segments
I split the dormant base into two groups: users who signed up and never returned, and
free-plan users who were active but had never upgraded. They both got the same offer:
an extended four-week Pro trial, double our usual length.
Once we had our final list of trial reactivation opt-ins, I worked with our data engineer to
track their every move in a Metabase dashboard, then built roughly a dozen
behavioral sub-segments around what each person had or hadn't done in the product. From there,
nobody got a generic email. Everyone got the next step for exactly where they were.
Running a mid-trial survey
Halfway through the trial, I surveyed users to learn what they liked, what they didn't,
and what was holding them back from upgrading. Their answers reshaped the back half
of the campaign's content, and gave the whole team a sharper read on how trial users
really think about the product.
Building the path to the upgrade email
When it came time to ask for the sale, the one-click path didn't exist: upgrading from an
email meant hunting through the app. So I partnered with our front-end engineer to build a
deep link straight to Scribenote's Stripe upgrade page. The final email
could finally do its job, taking intent to paid in a single tap.
A campaign that runs once isn't a growth lever
So I turned the entire content-creation process into a repeatable Claude skill,
so the campaign can run every quarter without being rebuilt from scratch. Scribenote now has
an automated reactivation motion it can trigger on a schedule, a durable growth lever, not a
one-off.
The offer didn't convert anyone on its own; the right next message, matched to where each user
already was, did. Instrumenting the funnel and building a dozen behavioral segments turned one
generic offer into a dozen relevant ones. It's the lever I'd reach for again, because behavior data
is what makes a campaign feel personal at scale.
Results
Marketing put $32K ARR on the board, and a system behind it
The campaign recovered $32K ARR from a dormant base, the first time
marketing at Scribenote produced direct conversion revenue. It reframed the function from a
cost center into a growth and revenue lever, and left behind a repeatable system the team can
run every quarter.
