01 / context
Engineering and QA leaders are hard to reach with product messaging. Original research gives them something genuinely useful first — industry benchmarks from thousands of QA professionals — and gives marketing a credible reason to start a conversation.
The State of Quality Report ran every year from 2022 to 2025. The challenge each year was the same: a report gets a burst of attention at launch, then fades. The goal was to make one study work for a full year.
02 / my role
With the Demand Gen team, I initiated and coordinated the program. On the 2024 edition I planned and ran the go-to-market across both phases — launch, then optimization and follow-on content — working with the performance, web, design and product marketing teams.
03 / approach
Two phases, not one launch
Phase 1 launched the report with a dedicated landing page and paid distribution. Phase 2 reviewed what was working, fixed what wasn’t, and extended the story with an on-demand roundtable webinar where QA leaders from consulting and partner firms discussed the findings. The program closed by teasing the next edition.
Run by region, not as one global campaign
Paid distribution ran across Google (Performance Max, search, display, YouTube) and LinkedIn (document ads, lead-gen forms, single-image and message ads), split by region — Americas, Europe and Asia-Pacific/Middle East — so one large market couldn’t crowd out the others and creative could be localized.
Optimize on evidence
Mid-campaign changes came from the data: A/B testing messaging for QA vs. QE audiences, simplifying lead forms to reduce friction, replacing low-performing creative, tightening targeting around an ideal-customer account list, and using the report’s thank-you step to invite readers into the webinar.
Nurture by persona and market maturity
Follow-up email tracks differed by market (mature vs. emerging automation markets) and by role — practitioners were guided toward trying the product, decision-makers toward a conversation with Sales. PathFactory tracks were built per persona for both the report and the webinar.
04 / outcome
The report became a recurring annual program with a repeatable playbook: launch, optimize, extend with expert content, then nurture by persona — giving the team a flagship piece of thought leadership that fed content and conversations with technical buyers all year.