Messaging
Messaging lives on consistency, and consistency starts from within. Aligning your organization to your values, identity, and messaging is crucial to scaling your brand and building the equity your voice needs to stand out in the marketplace over time.
Core messaging ensures your entire marketing apparatus sings in harmony. These truths likely already exist in pieces. I'll help you gather, sharpen, and shape them into a messaging bible that will provide a foundation for growth and evolution.
Cyolo
Personas & Message Map
Zero-trust startup Cyolo serves two drastically different target audiences that need Cyolo's solution communicated in entirely different ways. We started at the beginning, by defining these personas and creating lines of benefits and value propositions tailored to each target.
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Cyolo used our work as a springboard to launch an aggressive content play in a crowded space. But Cyolo was different. It was our challenge to create content that was actually as good as the product, which makes everything easier.
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Ultimately our work helped Cyolo land big clients in the OT space, which is exactly what they were shooting for.
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Keyfactor
Personas & Message Map
Keyfactor offers a game-changing solution for a cybersecurity function that is highly niche but relevant for every business in today's era of digital transformation.
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Keyfactor's message map needed to translate Keyfactor's insanely complex features into benefits that non-technical business stakeholders could understand.
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I conducted interviews with Keyfactor's leadership and product SMEs to create a message map that serves all of Keyfactor's marketing initiatives, from sales to lead gen to product marketing and more.
Vincit
Sales Deck, Staff Augmentation
Digital development agency Vincit needed a revamped sales deck to promote its staff augmentation services. As is often the case, the sales team had been creating their own presentations from an 80-slide monster deck without much guidance.
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The new deck comprises just 20 slides. A few slides offer different versions for the sales team to choose from, giving them just enough wiggle room to customize each deck to each prospect.
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I wrote and designed all slides after conducting interviews with Vincit's sales team.
Flock Safety
Corporate messaging
Flock Safety, one of Atlanta's startup tech unicorns, wanted to kickstart an aggressive content strategy from scratch, but they had no foundational messaging to guide content creation.
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Flock Safety's messaging guide contains mission/vision/values, brand positioning, taglines, personas, voice and tone, writing guidelines, and more. As Flock Safety's messaging bible, this guide helps them speak with authority and consistency.
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I wrote value propositions, key benefits personas, elevator pitches, and other messaging elements.
Lumina Analytics
Product marketing one-sheeters
Lumina Analytics makes big data actionable in detecting suspicious behavior like money laundering and insider threats. The capabilities of Lumina's Radiance algorithm are so powerful that they're hard to understand outside the context of a specific industry or use case.
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To communicate the value of its product, Lumina needed succinct, one-page documents that spoke to pain points various verticals were experiencing.​
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I interviewed Lumina SMEs, researched these topics heavily, and wrote all copy on these documents.
Tricentis
Sales assets
Tricentis connected with Content Workshop to help kickstart their partner marketing program. This program would work with Tricentis partners and resellers to create out-of-the-box campaigns and sales materials.
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The content need was enormous. From battle cards to use case documents, one-pagers and integration profiles, I helped Tricentis arm their sales team and their partners' teams with the content they need to close more deals.
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I organized information from the Tricentis team and into cohesive, easy-to-read documents. I designed many of the documents myself in order to quicken turnaround time.
