KAREN WU | B2B MARKETER
Fusing Traditional and Inverted Funnels for Full-Spectrum Growth
For decades, the classic marketing funnel has been the cornerstone of corporate strategy — guiding leads through a staged journey to build brand awareness, trust, and reputation. While effective, particularly when targeting SMEs, this approach often takes significant time to yield tangible financial results. The approach I’ve adopted and actively advocate combines the strengths of this traditional model with an account-based, inverted funnel strategy — starting from high-value targets and working backward. This fusion not only accelerates business growth but also builds sustainable brand equity, delivering both short-term impact and long-term value.
Hi, I'm Karen!
I'm a B2B marketer with over a decade of experience, specializing in growth strategy and strategic collaborations. I help businesses uncover key challenges and develop focused marketing solutions that drive performance. My expertise includes creating targeted account lists and leveraging CRM platforms to effectively deploy Account-Based Marketing campaigns that accelerate pipeline growth.
I’m driven by data and fueled by curiosity. I rely heavily on research to define target audiences, map the customer journey, and uncover market insights — all of which enable smarter, more effective strategic pivots.
Content creation is at the core of my approach. Whether it’s a landing page or a multi-channel campaign, I believe that high-quality, keyword-optimized content is key to increasing visibility, improving engagement, and driving meaningful results.
Campaigns
a strategic sequence of steps and activities that promote your company's product or service, with a specific goal in mind.
AWARENESS
Korea Build Week 2024 – Driving Booth Traffic Through Targeted Digital Campaigns
As part of a remote initiative to support the South Korea Sales Team, I led a comprehensive digital marketing campaign to maximize brand visibility and booth attendance at Korea Build Week 2024, one of the country's key trade shows. To ensure strong local engagement, I collaborated with a local agency to launch a campaign on Naver, South Korea’s leading search engine. I directed our creative team to develop a Korean-language, keyword-optimized one-page landing site, complete with a registration form to book booth visits. To encourage conversions, we offered exclusive incentives to attendees who registered online and visited the booth in person. The campaign was supported by a targeted ad strategy, including Naver Powerlink ads and branded search placements to drive qualified traffic. The results exceeded expectations—nearly 1,000 attendees visited our booth, and around 10% completed our on-site survey, providing valuable customer insights.
INTEREST
Award Recognition Campaign – Generating Interest Through Industry Credibility
To strengthen brand credibility and spark interest among industry professionals, I led the award submission process for SALTO, positioning the product for high-profile recognition. This initiative culminated in winning “The Best Innovative Crime Prevention Product of the Year” at the Hong Kong Security Association Awards 2023–2024. The award served as powerful third-party validation and social proof, significantly boosting the brand’s visibility within the security technology sector. To further amplify the impact, I crafted compelling copy highlighting the winning product’s features and benefits, which was promoted on LinkedIn for increased reach. By strategically incorporating keyword optimization into the content and aligning it with SEO best practices, the campaign not only enhanced exposure but also improved organic discoverability—turning a prestigious win into a strong interest-generating asset.
CONSIDERATION
Case Study Campaign – Building Trust and Supporting Purchase Consideration
To support prospects during the consideration stage of the buyer journey, I led a strategic case study campaign designed to demonstrate the tangible value of our networked electronic lock systems across various business environments. The primary objective was to create credible, real-world success stories that build trust and highlight product effectiveness. I collaborated directly with a key client to produce a comprehensive case study, which included not only a professionally produced video but also written content optimized for SEO and featured on our official website. To maximize reach and impressions, the campaign extended across multiple channels, including our corporate social media platforms. This multi-format, multi-channel approach ensured that prospects could engage with the content at various touchpoints, increasing both brand credibility and consideration for adoption.
INTENT
Sales Enablement – Driving Purchase Intent Through Strategic Messaging
At the intent stage, where marketing and sales often converge, my role focused on equipping the sales team with the tools and messaging needed to turn high-quality leads into customers. I provided tailored support by helping define clear Unique Selling Propositions (USPs) and outlining client-specific benefits based on each lead's industry, pain points, and goals. In addition to ensuring the sales team had a deep understanding of product features and software capabilities, I collaborated on technical proposals and pricing schedules to align with client expectations. By strategically bridging marketing insights with sales execution, I helped increase conversion rates and significantly improved our chances of closing deals—turning interest into committed intent.
Account-based
Marketing
From identitfy, expand and enage to advocate
Target Prospect Accounts
Engaged Target Accounts
Opportunity Target Accounts
Won Target Accounts
Account-Based Marketing (ABM) has become increasingly popular among marketers and growth leaders in the B2B space. While it’s not a new concept, ABM stands apart from broad-based branding and lead generation strategies that often rely on generic messaging. Instead, ABM focuses on highly targeted, personalized outreach based on in-depth knowledge of the customer base—making it a powerful catalyst for driving revenue.
In today’s digitally saturated landscape, where search engines, email, and social media are flooded with advertising investment, achieving a strong return on marketing spend has become more challenging. ABM offers a more precise approach to cut through the noise and improve ROI by targeting the right people within the right accounts.
I began implementing ABM during my time at Sustainable Office Solutions Limited. Building the program from the ground up, I started with thorough market research to identify high-value target accounts. I then acquired detailed contact information for key decision-makers within those accounts and imported all data into Salesforce, the CRM platform. This enabled seamless collaboration between the sales and customer success teams, ensuring a unified approach to outreach and follow-up.
To attract and engage prospects, I advocated for the development of a dedicated landing page with a demo request form - designed to capture interest and qualify leads quickly. Additionally, I organized webinars featuring compelling industry topics and guest speakers, such as thought leaders and company representatives, to boost visibility and generate qualified engagement.
By closely tracking ROI, performance metrics, and revenue attribution, I was able to continuously refine and optimize our strategies - ensuring we achieved measurable improvements over time.