Strategy & research
Campaigns and content are only successful as part of a larger plan. Here’s a glimpse at how I strategize.
Category Creation: Augmented Analytics
At Sisu Data, we faced a unique challenge. As a data analytics company, Sisu competes in a highly saturated market with many analysts committed to their tools or reluctant to even consider switching to another analytics tool that overpromises and under-delivers. To stand out, we decided to build our own category that better highlights the capabilities of the Sisu product called “augmented analytics.”
In the link below, you can see the playbook I put together demonstrating how we would work cross-functionally with marketing, product, executives, and engineering to grow brand awareness in this category.
New Vertical Research
In 2019, Mapbox wanted to break into new verticals and needed to get the sales team up to speed quickly. I compiled industry and competitive pain points on each new vertical (Telecom, Finance, and Insurance) to guide this go-to-market strategy. We then leveraged these documents to train the sales team to better outbound and position our tools. This research was also the foundation for new sales outreach email sequences and one-pagers.
Voice and Style Guide
At Mapbox, I built a diversified content pipeline with writers from across the business submitting drafts or ideas for email, blog, and even web content. To better use this content without it being too much work on our content and editorial team, I put together this comprehensive writing and style guide. Eventually, the guide was also used outside of marketing and became required reading for all new hires joining Mapbox to acclimate them to the company better.