I worked with a colleague to prepare this set of product guides in consultation with the product manager and the product marketer for each market. The guides—for a fintech platform’s newest feature—were used by account managers for upselling and as post-webinar lead-conversion and mid-funnel materials.

 

We reused content common to all three markets and then added market-specific content to each guide. The graphs, with abbreviated text, were used in LinkedIn carousels to drive website traffic.

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See the Sales Enablement page for an example of a best practices guide.

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See the Partner Marketing page for an example of a white paper.

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And check out this ghostwritten product blog post targeting a specific vertical.