Portfolio
Branded Content
Product Marketing
Writing Sample
The inspiration to write about text analysis stemmed from an onboarding call that I sat in on. While each feature is rather complex and dry on its own, I was asked to chime in during the call to explain how valuable and approachable they are. While we made social posts and blog articles for each feature months prior, adoption was lagging and our teams didn’t understand its value enough to communicate it to existing or prospective clients. The result was an easy-to-digest narrative with enough relatable details that readers would understand what the feature is and envision how and when to put it to use in their organization.
To generate the likely scenarios I used to form a story for the feature set, I stole from my experiences sitting in on other calls and meetings. The focus of the piece leaned more toward account managers and client adoption, yet on Slack it brought cheers from both account managers and the sales team. Most of whom promptly shared it on LinkedIn.
Bonus: Press Release
After two and a half years of working at Konveio as it’s first full-time hire and Product Marketing Manager, we were recognized as a top 100 GovTech firm amongst industry giants.
To make the most of the moment, I wrote a press release.
Marketing Videos
Please view in full screen
Bang the Table’s four minute platform demo video serves as their most important online sales asset. Reinventing it was the biggest project of my second month in the role. While in retrospect I’d do it much differently, the prescribed purpose was to cover a ton of ground. Prepare to drink from a firehose and learn a lot about the platform. Nowadays, my mission is to bring story design into all of my productions and this misses that mark. However, it yielded a positive impact on sales and received praise from my colleagues across all departments.
Sales enablement campaign
This was produced on a short turnaround to spark sales by end of year. My focus was on delivering a compelling script and getting the video to a deliverable state as soon as possible.
French Platform Demonstration video
Creating a French video required taking a step back at the processes I use to create a video. It was a big effort, but my plan made it quite manageable.
Remote video productions
This video was a collaborative effort with a colleague on the sales team, Michelle Stevens. Over Google Meet, we worked together every step of the way to create a coherent message that would drive traffic to our new demo site and then register for her upcoming webinar. Ultimately, the webinar received so many registrations that we upgraded our Zoom membership to allow for more participants.
Simplifying complex feature releases
During my fifth week on the job I wrote and narrated a video for the first time. My intention was to deliver a dead simple explanation of an otherwise complicated new feature.
Appearance Editor was critical to securing some renewals in the Australian market, and it was imperative to use an Australian accent. This video was created in collaboration with a colleague in Australia. I pitched the project, wrote a script, and rehearsed/recorded the audio in a live format through video conferencing. Once I had the audio, I was able to quickly round it out for use in an email campaign.
Efficient use of thought leadership
Not everyone can watch an hour-long webinar. Even if a segment addresses something that a prospect might search for on Google, there is no way they’ll discover it inside of a gated webinar on wistia. I began posting highlights of our best webinars, allowing us to get the most value from the work they were already doing. The strategy delivered easy wins on social media, grew our Youtube channel, and helped to fuel more engaging webinar recap articles on our blog
Tutorial Videos
Over the years I’ve helped three companies with their helpdesk, how-to articles, and tutorials. Before the acquisition of Specdrums, I launched its entire helpdesk using Wix Answers. At Bang The Table I worked with colleagues in Australia to revitalize our tutorial videos after a significant reskin of the platform and several new features. And at Konveio. I overhauled the information architecture updated its template, and worked to revise or create new articles. This also included the filming and narration of an onboarding tutorial series you can review.
In Product Communications using Appcues
This Appcues project was to designed support existing administrators in transitioning over to our newly overhauled website editing interface. My approach was slightly unconventional. What isn’t shown here is that there was a welcome video upon the first load of the new feature’s URL, which explained that this checklist is to serve as a guide that they can always refer. In the context of this feature, there was palpable apprehension amongst organizations around adopting the incredible new interface. After all, it involves setting up a new website design. The checklist was designed to make them feel supported and comfortable enough to experiment.
2017-2019
Why I’m a Product Marketer: Customer discovery, acquisitions, and product launches (Oh My!)
This was the period when my vision to become a product marketer became clear. Getting first-hand experience working alongside extraordinarily talented engineers and product leaders at Sphero was the cherry on top that led to an epiphany: the entrepreneurial mindset and the academic side of product marketing are almost a perfect match.
Customer discovery was the first tangible crossover between the entrepreneurship and product marketing world. And I truly love customer discovery. Here’s how I turned a few peculiar orders into a thriving customer segment that led to our acquisition by Sphero 9 months later (and our product landing on display at every Apple store in the US.)
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