Turning brand reputation into integrated product marketing ecosystem for technical and business audiences
- Industry research
- Teamwork
- Ideating, writing, editing
- Content audit & gap analysis
- Journey & ecosystem mapping
- Stakeholder interviews
- Client and partner interviews
- Competitive analysis and web analytics
- Identify/anticipate buyer needs
- Agency and budget management
- Present, refine, roll-out, iterate
Define & discover resonant ideas
Our team determined five strategic pillars, and took a phased, interdepartmental approach to fleshing them out. Together with the Messaging team, we developed core ideas we’d need to communicate to gain buyers’ attention.
Develop integrated campaigns
I proposed assets aligned to learning journeys, and mapped to pillars with the wider team during frequent review meetings. Our bill of materials ranged from case studies and calculators to paid NYT and NPR placements. Our guides are still refreshed today.
Rollout, take stock, iterate
I flexed my creativity in both writing and managing a handful of agencies. Our analytics team gave bi-weekly reports to help us adjust our strategy according to areas of the most (and the least) success. Throughout this work, I refined our brand voice and style.
Read the assets
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