This is goal-directed marketing
Marketing should be clever, creative, and compelling. But what it needs to be effective. A project needs to start with a clear objective, and fulfill a strategic need. My approach starts with that objective and uses it as a foundation for a strategic approach and collateral.
The project
The Analytical Artist
The client
Personal project
The objective
Education and coaching
The story
Every writer keeps a mental list of tips and tricks that we’ve gathered over the years: advice from colleagues, feedback from managers, direction from style guides and other experts. But it turns out that, if you don’t have a degree in writing or a long professional career, how are you supposed to pick up those tricks? The Analytical Artist began to take form when a non-writer colleague asked me to share some writing advice. Over the years, I’ve continued to add to refine that advice, passing it on anyone interested in improving their skills or establishing themselves as a copywriter.
The project
The Essential Guide to Machine Learning
The client
HouseCanary
The objective
Sales enablement
The story
Faced with the challenge of promoting HouseCanary’s advanced and nuanced real estate valuations technology in a complex marketplace, I partnered with Product, Sales, and Executive Leadership to forge a plan of attack. With my lean but formidable team of writers, designers, and web developers, I was able to create a new library of sales enablement and thought leadership collateral. An easy-to-navigate internal index gave Sales access to a growing catalog of white papers, products sheets, spec sheets, case studies, and more.
The project
Lead Intelligence: A Better Model for Lead Gen
The client
ON24
The objective
Category definition
The story
A long-time leader in webcasting technology, ON24 was struggling to elevate the perception of what a webinar can be. Armed with customer feedback and marketing data, I built a catalog of materials to tell the story of webinars as a powerful tool for lead generation, engagement tracking, and revenue generation. Playful infographics, social posts, and paid digital ad campaigns drove traffic to gated longform white papers and ebooks.
The project
State of the Industry Report
The client
AdRoll
The objective
Data-driven storytelling
The story
AdRoll, a leader in behavioral targeting technology, already had a reputation as one of the pacesetters in martech. I collaborated with the data team, PR, and external partners to craft informative reports to help tell that story to markets in North America, Europe, and Australia. Through a combination of product data and industry surveys, we were able to produce regular reports to position the company as a go-to source for press and influencers looking for data and trends in advertising technology.