The Meteoric Rise of Maestro in a Digital Era for 3.1M Impressions
Overview
Facing a YOY dip in sales for a leading product, McGraw Hill launched Connect Master: Maestro for Music Appreciation, an AI-driven digital learning tool. As Senior Manager of Product Marketing, I led a strategic initiative to position Maestro as an innovative solution bridging knowledge and mastery.
3.1 M
Organic Impressions
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Despite being a market leader, sales were declining. The goal was to create and position an all-digital, self-updating product as an effective alternative to static textbooks.
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I led a comprehensive plan involving:
Market Intelligence
Conducted sales interviews to uncover reasons for the sales decline and align strategies with market needs.Positioning Excellence
Positioned Maestro as a dynamic, self-updating learning platform, emphasizing modern, flexible content.Competitive Analysis
Collaborated with engineering and product teams to reveal and leverage competitors’ weaknesses.Sales Enablement
Supported each GTM phase with targeted tools addressing SOM personas' pain points.Customer Advisory Board
Established a board to gain deeper insights and refine resonant marketing strategies.
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This strategy led to:
$13M+ Generated in ARR
3.1M Organic Impressions
10% Increase in New Customer Acquisition
249K Views from campaigns with an 8% click-through rate
14K Unique Page Views with an 11% CTA completion rate
Industry
Edtech
$0 to 13M+
Generated in ARR
10% increase
in new customer Acquisition
Dr. Simon Fink
Assistant Professor of Music University of Chicago
“This has the best suite of tools I’ve Seen.”
McGraw Hill
Results that stand out.
Revenue Realization
Revenue Realization
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