Demand & Lead Generation
”Andrew is an exceptional content marketer. His reports, guides, and blogs made a significant impact on our brand’s engagement and growth.”
—Faizan Mehdi, Director,
Demand Generation, Affinity
E-books
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Affinity’s marketing team captured contact and lead-qualifying info upon download of these gated e-books, which were conceived of as a set and offered on webinar sign-up pages. Our markets were surprisingly tech-phobic; these assets demonstrated the advantage of our “relationship intelligence” platform over widely used but low-tech alternatives like spreadsheets by telling stories about familiar pain points.
Though there were commonalities among our verticals, the differences were substantial enough to warrant a fair amount of unique content for each e-book; the voice, photos, and terminology were also tailored to appeal to each target persona.
You can find other top- and mid-funnel material in the Product Marketing, Sales Enablement, and Partner Marketing sections of my portfolio.
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Long-form reports & data journalism
These research-based industry reports are tentpole demand-gen content for Affinity, a customer relationship management platform. I aligned data on industry trends with aggregated platform data to determine the business activities underlying the most successful venture capital and investment banking firms. Quotes from a diverse set of industry leaders added credence to the reports’ assertions. The content was later chunked for blog posts and LinkedIn carousels, and promoted via Twitter.
Long-form thought leadership
This long-form thought leadership piece situates a middleware observability platform within a marketing maturity model for the products it’s used to manage. The challenge was writing engagingly about less-than-cutting-edge technology that provides critical but unseen functionality, and doing so credibly for an audience of experts: C- and VP-level IT professionals.
I chose to take readers on a “journey” with which they could identify, and ended with a soft-pedaled pitch for the product. The report was conceived as tent-pole content that will form the basis for sales slicks, product one-pagers, promotional social copy, and animated infographics, and baseline messaging for other content and product marketing materials. I’ve also ghostwritten many short-form thought leadership articles for C-level execs.
Webinars
I produced a yearlong monthly webinar series whose goal was to deepen product usage and upsell new features of a content management and hosting platform. Because each webinar premiered live, the Q&A session that followed fostered our growing user community while raising the industry profile of clients who presented case studies. Recordings, promoted as part of a drip campaign for upcoming webinars, were offered on-demand, and these PDFs of the slide decks were offered as takeaways and downloads.
