SERVICES
I scoped, managed vendors, conducted interviews, wrote scripts, copyedited, and created outcome-aligned content in the forms of whitepapers and explainer videos to help internal stakeholders, customers, and prospects initiate dialogue around this new approach, from the top of the funnel, thought-leadership level.

PROBLEM
An excess of content is being created across the global organization and only a fraction of it was being used. Much of the content narrative leads with products, and many campaigns were segment, persona, and lifecycle-based.  Rich databases of customer product usage were untapped for targeting improvement of the way they use their SaaS tools. Growing research supports leading with empathy rather than fear to motivate interaction. 

STRATEGY
Shift tone of content from product-focused to outcomes. Layer the way customers use the SaaS currently on top of the persona, lifecycle, and targeted industry for more effective and targeted interactions on a one-to-many as well as a one-to-one basis. 

SOLUTION
Create a series of whitepapers and explainer videos that were outcome-focused and then advise on use-cases throughout Enterprise Americas.

Use cases are:

• CTAs in Marketo, LinkedIn, banner ads, digital community group links, or customized homepage experiences

• Invite or follow-up assets to virtual or in-person events and meetings

• Internal platform link pitching for ongoing customer engagement

• Follow up assets before or after business reviews