ASI | B2B Lead Generation & Thought Leadership Content
ASI is the leading authority in the multi-billion-dollar advertising specialty industry—the space of branded promotional products used across nearly every sector. During my time there, I developed acquisition campaigns, lead-generation emails, and B2B sales materials that helped distributors and suppliers understand product value and drive engagement. I also created white papers, seasonal catalogs, and premium placement and trigger-marketing campaigns that shaped buying behavior and supported supplier growth.
Beyond campaign and editorial work, I contributed UX copy to ASI’s ESP product shopping engine, helping clarify complex search experiences. This role also marked my first opportunity to lead and mentor junior writers, strengthening my creative leadership and collaborative skills early in my career.
Acquisition and Lead-Generation Email Campaigns
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Driving Product Visibility Through Premium Placement
This campaign promoted a premium placement within ASI’s distributor shopping engine, ESP — a top-tier “Recommended for You” position that features supplier products above the fold for maximum visibility. The messaging strategy focused first on the value of elevated exposure, then on the measurable return for suppliers, emphasizing impressions per visit and the impact of consistent, high-visibility placement. The goal was to clearly articulate why this paid position delivers meaningful results and why it’s a smart investment for suppliers looking to stand out in a crowded marketplace.
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Staying Top-of-Mind With Targeted Trigger Marketing
To help suppliers stand out in a crowded digital marketplace, ASI introduced a trigger-marketing tool within its ESP shopping engine. This campaign showcased how the system automatically sends a targeted discount email to users who previously browsed a supplier’s product — a simple, effective way to stay top-of-mind during high-intent moments. With 2.7 million searches happening across ESP, the message was clear: capitalize on every opportunity to be remembered.
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Equipping New Entrepreneurs With a Complete Starter Package
Starting a new business can feel overwhelming, especially for first-time entrepreneurs. This campaign positioned ASI as an advocate for self-starters by promoting a heavily discounted, all-inclusive package designed to help new distributors enter the multi-billion-dollar advertising specialty industry with confidence. The messaging focused on lowering barriers to entry and giving newcomers the tools they need to begin selling immediately — a clear, motivating value proposition for anyone looking to launch their own organization in this space.
Making the Case for Video in B2B Marketing
In the early-to-mid 2010s, producing video content required far more time, budget, and expertise than it does today — leaving many business owners unsure whether the investment was worthwhile. This white paper was created to make a clear case for video marketing within the advertising specialty industry and to demonstrate how even a single, well-planned video could drive measurable results.
The content broke the argument into four focused sections: an introduction showing the versatility of video across multiple channels, compelling industry statistics illustrating its long-standing effectiveness, guidance on the types of videos best suited for this market — including demos, testimonials, interviews, site tours, and product announcements — and practical advice for maximizing reach through platforms like YouTube, embedded site content, and social media distribution. The goal was to give business owners a clear, actionable roadmap for leveraging video to increase engagement and ROI.
Inspiring Holiday Gift Ideas for Distributors
ASI published a range of industry magazines designed to inspire distributor shopping habits during key buying seasons like the holidays. For this mini-catalog, I developed editorial themes and product narratives that helped distributors see how curated items could meet real client needs and translate into meaningful gift ideas. My role included shaping a clear, visually driven flow, crafting copy that balanced creativity with practical selling points, and collaborating with designers on pacing and hierarchy to ensure the catalog was both easy to navigate and compelling to shop. The result was a seasonal marketing tool that drove product discovery, supported distributors with ready-made ideas, and reinforced ASI’s position as a trusted resource for holiday buying inspiration.
