to address a gap in the sales funnel, we created an interactive product tour that would let prospective customers take a peek under the hood. this tour operates as an on-rails version of the full product, where users follow a specific path. this became our most popular CTA for driving qualified leads.
role: overall concept and content strategy, copyediting, final story and creative approval
supported by: designer, copywriter, agency
the annual financial check-in is designed to drive repeat engagement from users who have completed our primary program. we used friendly language to make an intimidating topic as approachable as possible.
role: concept and content strategy, copywriting, coordinating SMEs
supported by: creative agency, product manager
proving the value of a relatively new product category was paramount to sales success. we commissioned a third-party academic research study to evaluate the impact of our product. the resulting study was used to create new messaging and sales collateral supporting our positioning.
role: commission research and partner on survey development, craft positioning based on survey outcomes, create associated marketing assets
supported by: research team, designers
this campaign was created to support a new product launch. it included two e-books, an animated infographic, and a digital advertising campaign. the in-market campaign was paired with live events, release marketing, and internal enablement, including a worldwide sales contest supported by a full internal campaign and microsite. our team also supported the development of product positioning and associated copy.
role: project management and overall strategy, design direction, copy editing, product messaging, final content approval
supported by: designer, copywriter, developer
the hallmark of good content is helpful content. this campaign was conceived as a back-to-basics way to present real, actionable education to marketers. an experts blog series was paired with an 85 page e-book (PDF) that was composed of best practices, worksheets, checklists and more.
role: overall content and campaign strategy, copyediting, contributing author (i'm proud to say my post leads the series in social shares)
supported by: graphic designer, copywriters, blog series lead
e-books, white papers and other gated content are the crux of our top of funnel lead generation at pardot. over the years my team has created dozens of these resources, all aimed at educating our audience with actionable, interesting information. some e-books are designed to address marketers as a whole, while others are targeted specifically to current salesforce customers.
over the years i've authored a number of articles for our pardot blog as well as industry publications. i've also been the ghostwriter for a number of other well-placed articles (samples upon request). as the liason to our pr team, i've worked hand-in-hand with internal and agency partners to craft our public position.
i spent six years writing about all things atlanta for about.com, and a few more covering food news for creative loafing. i love this city. i love food. i love writing. you could hardly call it work.
this is just a small sampling of my 14 years of professional work. looking for something else? just ask!
