OneTrust offers a unified platform that fosters innovation while providing end-to-end data management.
Strategy + Negotiation
February 2025 - April 2025
At OneTrust, I led two targeted content syndication campaigns with ISMG to generate high-quality, high-intent leads for our Third-Party Risk Management (TPRM) and AI Governance solutions. These solutions cater to decision-makers in compliance and risk management roles, necessitating a campaign strategy that not only captured leads but also nurtured them with relevant, persona-specific content.
The overarching goal of the campaigns was to drive net-new MQLs, efficiently nurture them through the funnel, and convert them into product demos and pipeline revenue. Given the complex nature of these solutions, it was essential to implement a well-coordinated approach that delivered meaningful results.
To ensure the campaigns reached the right audience, selecting the right vendor was crucial. After evaluating several options, we chose ISMG as the ideal partner due to their precision targeting in the security and compliance sectors. ISMG’s audience aligned directly with our key buyer personas:
Once the vendor contract was in place, I created unique campaigns for each solution, prioritizing existing high-conversion assets for the vendor to syndicate to their platform to deliver warm leads to us on a weekly basis.
A critical part of the strategy was negotiating favorable contract terms with ISMG. Initially set at $60 CPL, I successfully reduced the cost to $45 CPL, which enhanced our ability to scale the campaigns while maintaining high-quality lead generation.