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*This page represents work fulfilled within a Fractional CMO Agency as an account manager and UX copywriter.
Preparing a Brand for an Acquisition
Development & Application Security Consulting Firm and Code Scanning Tool
- The Project:
- An application software security firm seeking a merger/acquisition of its consulting services and lead product – a code scanning tool helping security teams spend less time manually correlating results and more time addressing security risks and vulnerabilities during application development.
The Requirements:
-
- Optimize assets
- Sunset brand
- Develop a campaign announcing the merger
- Develop a campaign announcing new and software updates requiring significant support
- Work within a Fractional CMO Agency as an account manager and UX copywriter
- Content Strategy:
- Worked with the agency’s Senior Marketing Director to prepare a marketing strategy aligned with North Star Metrics and critical business initiatives.
- Keyword Research & Competitive Analysis:
- Conducted keyword and competitor research for each product within the portfolio to determine website content strategy and optimization tactics.
- Curated lists of recommended keywords and phrases based on competitor sites.
- Technical Copy:
- Worked with the product owner and DevSec team to create optimized content explaining the scanning tool’s advantage while building banking and finance applications.
- Created digital strategy and wrote optimized technical copy for website landing pages, ad copy, and social scripts.
- Optimized content for product-specific landing pages, thought leadership articles, webinars, and social scripts.
- Audience Research/Defining the Need:
- Worked closely with development teams to create detailed explanations of the features and benefits of the tool and to gain an understanding of the target audience searching for this information.
- Defining Key Features and Benefits:
- Helped teams identify features and benefits and wrote optimized/UX wireframes and copy.
- The scanning tool enabled development teams to check for errors in the code as they were building the applications.
- The tool helped dev teams organize priorities, spot vulnerabilities quickly, automate and correlate results from other scanners, and reduce mean time to remediate.
- Targeting the Buyers:
- The scanning tool is used at an enterprise scale by global banking institutions. The challenge was marketing these benefits to the application security managers (ASMs) of high-performing DeveSecOps teams.
- ASMs are not easily accessible through traditional media outlets, so we used a paid ad strategy to target C-Suite titles and funnel engagement to optimized landing pages, lead gen materials, and thought leadership content.
- Wrote and wireframed optimized landing pages using existing analysis reports:
- Wrote and optimized landing pages, emails, inbound lead materials, webinar scripts, case studies, Google ads, and LinkedIn Copy.
- Provided a list of recommended internal and external linking opportunities.
- Formatted titles using H1s and H2s
- Wrote rich text media suggestions with tags and meta descriptions.
- Competitor Analysis:
- Provided detailed analysis of competitor sites, pulled SERP and website data, and analyzed content to provide content recommendations and funnel optimization strategies.
- SME Interviews & Product Meetings:
- Worked closely with C-Suites and product owners to create optimized content for landing pages, thought leadership blogs, webinars, case studies, and social scripts.
- Attended technical product meetings to deconstruct SME technical language for marketing copy.
- Created value propositions throughout all touchpoints, including thought leadership blogs, social media scripts, instructional videos, and client testimonials.
- SMEs and product teams often struggle to define their value proposition and explain their products to a buying audience. I conducted interviews, prepared outlines, and created frameworks and SOPs for junior creative teams to research topics, conduct keyword research, and create original, high-quality content.
- Inbound Leads & Feedback Loops:
- Provided strategy for incorporating CTAs, inbound lead captures, and feedback loops throughout all web and social touchpoints.
- Paid Ad Strategy:
- Created paid advertising roadmaps and content to support optimized landing pages.
- Analytics Reporting:
- Oversaw a team of researchers responsible for pulling together site data from Google Analytics, Google Ads, keyword performance reports, site speed/URL health, heat map data, and page performance reports.
- Worked with the Senior Marketing Director to prepare the monthly reports to present to key stakeholders with next step recommendations.
- Acquisition/Merger:
- In June/July 2020, the company merged with a leading security consulting and software firm.
- I helped develop new materials announcing the merger and a strategic plan for sunsetting the old brand.
- Roadmap Announcing Merger:
- Worked with the new marketing team to create a content marketing roadmap for creating campaigns announcing the new titles and roles of key leadership.
- Met the goals of building product awareness campaigns targeted to the newly acquired audience of the parent company and creating a sunset campaign encouraging people to transition to the new social channels.
- Deeply involved in creating strategic plans for product launches and sunset campaigns
- Leveraged strong writing skills to craft strategic plans and creative copy based on what the dual marketing teams collectively outlined as critical initiatives.
- Public Relations:
- Worked with a third-party PR firm to help write optimized content announcing the acquisition/merger while casting an exciting and optimistic vision for the future.
- Knowledge Transfer: Prepping the new team, digital asset transfer:
- Assisted in providing website traffic and performance data to the new marketing team to facilitate a seamless transition.
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