Funnel
How do you make B2B SaaS creative? You have to sprinkle in plenty of personality. Working across the entire Funnel organization as a copywriter, I helped guide them through changes to the brand platform, evolved their tonality, developed campaign concepts for different product lines, provided creative direction on a range of advertising and content marketing pieces and much more.
Some of the results?
50% reduction in lead acquisition costs
91% increase in organic traffic
318% increase in content engagement
Advertising
A collection of video-based ads developed for various products and brand awareness campaigns.
The “hero” ad launching Funnel’s marketing measurement product. This (and cut downs) ran across YouTube, Meta, LinkedIn, Reddit and more. I provided creative direction and copywriting.
White Papers
Funnel loves data and insights - so much so that they release annual white papers. These reports feature insider information from marketers around the world. Whether it’s unpacking the relationship between agencies and their clients or how marketers use AI right now, these content pieces aim to inform the audience while increasing the lead generation pipeline. To date, I have crafted the story and edited three of their white papers.
One of the most recent pieces was a deep dive into Funnel’s marketing measurement offering. In this highly technical piece, I distilled the advanced statistical and mathematical concepts to easily digestible and engaging content.
Funnel Heroes
This pilot program was designed to personify how the Funnel product makes marketers much more effective but turning their likenesses into comic book superheroes. These charicatures were executed to digital trading cards (based on Magic: The Gathering and Pokémon), which were shared with colleagues and on social media.
I created the character art from available profile photos using MidJourney AI, while the backstories and descriptions were hand-crafted from detailed traits and personal quirks.
Blog Writing
Scary stories
Halloween is a great opportunity to liven up B2B blog content. In this piece, I interviewed Funnel employees to dig up some of their scariest experiences from the marketing industry.
Highlighting customers
In order to infuse Funnel’s content with additional expert perspectives, I interviewed their customer and partner Happy Socks to distill several Black Friday marketing tips from the renowned Swedish sock brand.
Reaching senior execs
Much of Funnel’s blog content speaks to prospective users, who are often junior or mid-level performance marketers. In order to influence those with more purchasing power, though, they needed to speak to senior leadership. To achieve that, we developed a series of content pieces that delivered information and strategies that were relevant to chief marketing officers.