We lacked a flagship lead magnet despite having a thriving community of marketers constantly requesting salary benchmarks. I recognized a dual opportunity: to create something genuinely valuable for our audience while simultaneously building a new sponsorship inventory channel that we could prove out and scale. With an email list of 25,000 and an engaged Circle community, the conditions were right to launch our first-ever owned data report.
I owned the entire process from conception to launch. I designed and distributed the survey across our email list, Circle community, and social channels, ultimately collecting over 1,300 responses from marketers. Knowing the community's enthusiasm demanded a high-quality deliverable, I engaged a data scientist to analyze the results within our timeline and help design the report.
Rather than simply presenting numbers, I framed a narrative around the insights—telling the story of what the data actually meant for marketers' careers. Concurrently, I interviewed a negotiation expert and wrote a comprehensive negotiation guide to accompany the salary benchmarks, ensuring the report delivered actionable value beyond the data. I then built and executed the full distribution strategy for launch.
The Marketing Salaries Report became our most downloaded asset of all time, generating 7,000 downloads in the first six weeks and growing our email list significantly in the same period. Beyond the metrics, community members reported using the data in real salary negotiations to successfully secure higher compensation. The report validated a new potential sponsorship offering and established a repeatable model for future owned data assets.