Balto

I was recruited to Balto and quickly saw a need to ramp up content production to fuel lead generation. I led a team of one direct report plus several freelancers to develop over 150 pieces of content in 12 months, organized by a monthly/quarterly content calendar. The content contributed directly to increased customer education, brand awareness (400% SoV increase YoY), and new deals.

Content highlights:

• Spanish GTM content – created messaging, promo campaign, product webpage, launch video, press releases, and supporting content (blogs, webinars) for the launch of new product line
• Video production – edited, storyboarded, and oversaw development of new explainer video that made our product’s primary users the heroes in the story rather than the villains, which was the theme in the old videos
• PR/Earned media – expanded GTM strategy to include AR/PR, picked up by thousands of publications with 100k+ direct views, plus organic mentions in Inc., Fast Company, Forbes, No Jitter, and major industry publications
• SME capture – interviewed internal experts in engineering, machine learning, product, and sales to develop original thought leadership and deep content that resulted in new opportunities with ABM prospects
• Content syndication – collaborated with demand gen manager to identify new opportunities for spreading content within industry to maximize reach
• Sales enablement – produced industry messaging matrix for easy sales reference and developed e-books based on sales team’s market feedback and needs
• Branding – worked with PMM and executive leadership to update stale brand messaging and reinforce market differentiation