Don't Lose It Campaign

At Arctera, the Data Protection business needed to reposition Backup Exec in a highly competitive market while driving pipeline across SME and mid-market accounts globally. The challenge wasn't only awareness, it was moving prospects through the full funnel with clear value and urgency.

I designed and executed the 'Don't Lose It' integrated campaign, combining paid media (LinkedIn + digital), high-converting emotional creative, webinars and gated content, and email nurture flows across the funnel. I also built an AI agent in n8n to validate ICP fit, score leads on behaviour and intent, trigger personalised follow-ups, and route qualified leads directly to sales.

+35% increase in lead flow, +15% larger average deal size through better targeting and sales alignment, and +25% growth in marketing-sourced revenue. The AI automation layer significantly improved lead quality, conversion rates, sales alignment and pipeline visibility.