Here's an illustration of the types of content-driven marketing campaigns I have strategized and built…
Customer EVIDENCE PROGRAMS
Letting your customers tell your story is gold. Customer evidence programs help sales teams propel their sales cycles and provide proof to industry analysts and the media. I absolutely love building customer evidence programs — they’re incredibly valuable and the content can be repurposed in ways that elevate real business value. I like to strategize using customer evidence as the heart of content strategy and how to align it across community, PR, sales & customer success teams, conferences/events, webinar talk tracks, and more.
Company: Daptiv
Problem: Need to drive sales and increase awareness and trust in the market.
Solution: I was brought on to architect a customer evidence program, write the stories, and work with the PR team to elevate the customers’ voices. I also worked closely with the sales team to identify specific content needs and leaks in the sales process that could be propelled with content (a variety of targeted, metrics-driven case studies).
Value: Sales processes were propelled their sales process faster with the customer evidence program, and PR was able to elevate Daptiv further into the Gartner Magic Quadrant.
Demand GENERATION & THOUGHT LEADERSHIP
Content marketing goals should ladder up to your larger marketing goals, which align with your business objectives. You can start by asking where in your funnel there might be a leak or struggle. Then, you can figure out what kind of content could help people along through that stage of the funnel. You can also ask customers what type of content or data can help them either in their role or in using your product. In some instances, focusing on fewer, more valuable content pieces can deliver huge value (such as in the case of Thrive TRM’s data-driven industry reports) — which can become the backbone of a demand gen strategy.
Company: Thrive
Problem: To drive demand given strained marketing team resources, and build greater market awareness and trust among prospects and customers
Solution: Free, data-driven industry reports that review executive search volume, velocity and compensation metrics across different company sizes, asset classes, and roles.
Value: Upon launch, reports would produce over 800 downloads in a month with little marketing advertising spend. The sales team saw an uptick in demo requests after each report launch, and feedback from customers and prospects regarding the report was “These are fantastic” and (this is a real quote): “I have been reading your reports for years and have been bringing them into my weekly team meetings — I figured if your content is that good, I should talk to you about a demo.” These reports helped to drive around 75% of pipeline.
Revamped Website & CONTENT STRATEGY
There are times when company focus can shift for many reasons, including broadening market opportunities. I’ve had two rebrands under my belt that both included a website/messaging relaunch to happen at the exact same time —where we dove deep to hone in on our core messaging pillars. I conducted customer interviews, revisited value propositions, repositioned key messagesto the market, and everything in between. From a marketing perspective, it’s incredibly rewarding to do an overhaul like this and we can elevate both the language and value that customers are seeing.
Company: Hourstack
Problem: After years of the core product being stagnant, HourStack was going through a complete overhaul of their SaaS product and realized that the value propositions and messaging were off target. Branding was also off, as well as their non-existent content strategy. Marketing as a whole needed to be revamped to align with the company vision and goals.
Solution: I was tasked with overhauling everything marketing-related to include key messaging and our content strategy. In conjunction with product, we surveyed customers and completed a product-market fit analysis. With the fit verified, I proceeded to speak more closely with our customer champions and I built a messaging strategy that aligned with how they described their pain points, what drives value for them, and paid close attention to the specific language they used. The copy on HourStack.com’s website was then completely revamped to reflect the specific voice of our customers. The content strategy was focused on engaging and involving customers deeply in the product roadmap as well as highlighting customer interviews and time tracking strategies that they could use alongside the product. We also created an all-new onboarding workflow to include in-app messaging and tailored emails that addressed concerns and gaps in conversion flow. The primary goals were to elevate product useage and affinity, both by looking at NPS scores and ARR.
Value: Greater customer trust in the company and product vision as well as increased renewal metrics post-launch. We also saw greater engagement on the blog with a key focus on product updates, more loom videos with “how-tos” along with time tracking strategy blog articles.