Leading B2B Identity Provider
Creative and strategic ideation | Content development
In a time of remote work and increasingly sophisticated digital experiences, identity and access management has become a necessary tool for businesses that want to modernize their infrastructure, delight their customers, and increase their security posture. Organizations in this space are developing cloud-based solutions that navigate the fine line between usability and security, and enable companies to streamline how they build applications for their end users.
The ask
As a leading enterprise B2B technology solution, the organization’s marketing team often needs support to execute on comprehensive campaigns that target prospects at each stage of the marketing funnel as well as existing customers. The asks for this account have spanned writing a webinar summary blog post to conducting creative ideation to launch a new fiscal year of content opportunities.
The work
In two and a half years working with this client, I have become a reliable partner, supporting capabilities across the marketing organization—from corporate marketing to demand generation and customer success—in a variety of ways:
Led the development of hundreds of technical B2B assets including 200+ blog posts across three brand pillars, 30+ infographics, 30+ whitepapers, 20+ videos, 20+ email campaigns, and supporting social visuals
Crafted a new approach for developing persona considerations, key messages, and calls to action for all demand generation email campaigns
Designed and oversaw the execution of a massive content audit where 700+ pieces of content were mapped against the company’s new go-to-market pillars
Partnered with the organization to develop content leading up to and following its yearly conference
Helped conceptualize an approach to summarizing whitepapers in infographic form that tripled conversions and increased revenue. This series went on to win the CMI 2019 Content Marketing Award for Best Use of White Papers
Project managed the design of the company’s yearly report based on original data
Participated in multiple creative ideation sessions to help build out the content pipeline
By becoming immersed in this organization, I have become a point of continuity for its marketing team, often connecting the dots between initiatives so as to avoid redundancies. My in-depth knowledge of the company’s solutions and product roadmap also makes me a valuable resource when it comes to thinking critically about each piece of content and the role it will play.