Onboarding and activation
Onboarding sequences take a new advertiser from account creation to first live campaign. Activation programs push toward the behaviors that predict a second one.
Self-serve advertising lifecycle
I built the full-funnel lifecycle for a self-serve advertising product on DanAds by myself: 8 programs, 29 emails, a revenue model, and the 2027 forecast now in use for vendor contract renegotiation. It launches with the product.
Problem
A self-serve product has no account manager. Whatever onboarding, activation, and retention a human would do for a managed account has to be built into the lifecycle before launch, or you lose users before you ever get a shot at them. The whole kit had to exist on day one.
What I built
Retention, reengagement, and the revenue model
Retention and reengagement sequences catch advertisers who stall or lapse. Eight programs and 29 emails in all, and I wrote and built every one. Behind the lifecycle sits the revenue model, including the 2027 forecast that is now being used in the vendor contract renegotiation.
Stack
danads / salesforce / email automation
Outcome
Built, not yet launched. The programs are finished and staged, and they go live when the product does. Meanwhile the revenue model and the 2027 forecast are already in use in the vendor renegotiation.