My Work

Positioning: AdRoll

The Challenge

Evolve AdRoll’s positioning from one product (retargeting) to a marketing suite with multiple products. Create an easy to understand narrative for sales & prospects.

The Approach

Ran global sales & customer interviews, competitive analysis, tested messaging with customers to develop a global marketing campaign with our exec team’s sign off.

The Execution

Company-wide launch & training, update of all external materials – including pitch deck, website, video, event assets, digital media, content – everything! You can still see the messaging today on the AdRoll product website.

The Results

Global adoption of message, more closed won accounts, bigger deals closed. Bonus: The engineering team even started using the new messaging in-product!

Attract, Convert, Grow Video

 

Messaging: Swell Foods

The Challenge

Develop a messaging strategy for a new health food brand based in Santa Barbara, CA.

The Approach

Interviewed founders and target customers, developed messaging hierarchy, website messaging, and label messaging.

The Execution

Discovered a key insight about health-conscious customers – they are “label lovers,” and are obsessed with checking what they’re eating. Based on this, the founders added not only the ingredients but the recipes to their website and packaging, making them seen as transparent and trustworthy.

The Results

Messaging and brand identity work is now core to their brand, currently in 50+ stores 6 months after launch.

Product Launch: Verto Analytics


The Challenge
Run the first-ever product launch for an audience measurement company with a team based all over the world.

The Approach 
Developed a custom go-to-market strategy and introduced milestones to keep product, marketing, and sales on task. Conducted customer surveys and interviews to validate the product and messaging, developed all marketing related content, and led messaging and design. .

The Execution
Launched in Beta in the UK & US on June 13, 2017 at an industry event in NYC, with owned channels (email, blog, web), digital push, PR, and content strategy. Momentum strategy has included 3 webinars, a whitepaper, and customer case studies.

The Results 
On track to surpass product adoption and revenue goals for 2017.

Content / Thought Leadership: Google

The Challenge 
Build awareness for new product – Engagement Ads – without seeming to “salesey.”

The Approach 
Partnered with AdAge to run a study to 400 consumers and 400 marketing professionals to uncover gaps in behavior vs. marketing, and offer suggestions for how to close this gap.

The Execution 
Published a whitepaper with AdAge entitled “Brand Engagement in the Participation age,” created sales materials and executive speaking series from content. Download the whitepaper here.

The Results 
Highest downloaded content on Think with Google, exceeded MQL target.