With key data privacy regulation deadlines approaching in late 2022 and early 2023, this issue was top of mind for our in-house counsel customers. We capitalized on the trending topic with a campaign focused on the emerging regulations and how to comply with them. This paper was the tentpole content for the campaign.

Preparation

• Researched new and existing data privacy regulations

• Consulted with a customer success manager to document a real workflow that he had helped a customer set up to identify and remediate noncompliant contracts

Content

I wrote and edited the paper myself, presenting:

1. The challenge

2. The solution

3. Our SaaS platform as that solution

Results

This paper quickly became one of the company's two most-downloaded and highest-converting assets to date, along with the white paper below.

This was the first step in a company rebrand and website relaunch.

I led the development of this message house by guiding a series of meetings with leadership from the company's marketing, product, and sales teams, and iterating on the messaging based on feedback I received during each meeting. We discussed the company's mission and key differentiators in terms of value propositions and the features, or proof points, that deliver that value for customers.

I also extended the customary message house framework by including a section about measurable benefits, so the sales team would be able to see a direct link from value propositions, through proof points, down to relevant KPIs to discuss with prospects and customers.

While this was an internal-facing asset, I worked with the design team to ensure that the presentation (e.g., colors, visual cues) was on-brand. I then presented the final message house to the sales team to drive alignment around the company’s new messaging.