In today’s volatile supply chain landscape, Supplier Relationship Management (SRM) is the key to building resilient, agile, and sustainable supply networks. Traditional supplier relationships no longer suffice—businesses must embrace technology-driven collaboration to navigate global disruptions.

Challenge and Approach

SRM was not generating enough Marketing Qualified Leads (MQLs) to fuel the sales pipeline, as traditional marketing efforts failed to engage supply chain leaders. The challenge was to increase lead generation and brand authority by delivering compelling, narrative-driven content that influenced decision-making processes within target accounts.

To address this, I co-developed a multi-wave content strategy aligned with how executives evaluate and adopt new technology. A key component was a narrative-driven video using an orchestra as a metaphor, illustrating that just as musicians must stay in sync to create harmony, suppliers must collaborate seamlessly to ensure supply chain resilience—without alignment, both the music and operations fall into chaos. To drive further engagement, I leveraged a thought leadership whitepaper, POV decks, and digital advertising, which were critical in educating decision-makers, reinforcing brand authority, and sustaining visibility across key touchpoints. I led messaging, storytelling, and execution, working cross-functionally with designers, motion editors, and paid media teams to create a cohesive and impactful brand presence.

Results

By leveraging dynamic content personalization, the campaign maximized reach and conversions across organic and paid channels. Progressive lead scoring and retargeting strategies ensured that high-intent prospects received the right messaging at the right time, effectively moving them further into the sales cycle.