Welcome to the Blog
campaign strategy
01
Industry
Report
02
Background
Challenge
Online education is increasingly tied to retention, product adoption, and revenue for larger businesses. But for their teams, the biggest challenge is proving impact. There was a clear opportunity to own this conversation and establish Thinkific as the authority.
Building a thought leadership content piece that connected learning directly to revenue outcomes in a credible way with data-backed industry benchmarks, making the report genuinely valuable and commercially effective.
03
04
Strategy
Results
The framework I built, the "Learning Revenue Chain":
Learning Activity → Behavior Change → Business Impact → Revenue
Became the backbone of the report and all campaign messaging and was eventually adopted by the company.
Three years of building this program helped establish Thinkific as a go-to source for industry benchmarks in online education, and stand out in a sea of AI generated content.
The evergreen distribution system I designed means each edition continues driving MQLs and organic discovery, and the data-backed research is leveraged by the team months after launch, extending ROI far beyond a typical campaign window.
