Working with designers and product marketing managers, I led the content design of an interactive Trailhead matching quiz. Respondents answered questions about their AI proficiency and were subsequently matched with appropriate Trailhead curriculum.
The State of Salesforce report summarizes key insights from a global survey of over 2,500 Salesforce customers. This annual report shares how the best companies use Salesforce across IT, Marketing, Sales, and Service. As the lead copywriter, I was responsible for writing the report and all the promotional campaign copy and content. I interviewed PMMs, subject matter experts, and customers, and produced copy for an accompanying microsite and an interactive mobile experience. Take a look at the report!
SITUATION
IBM acquired Bluewolf and needed to redefine its role in the Salesforce ecosystem, amid an AI partnership announcement.
CHALLENGE
Salesforce audiences were unfamiliar with IBM and its AI technology.
INSIGHT
Salesforce audiences don’t want AI vision; they want AI clarity.
STRATEGIC APPROACH
Position IBM as the pragmatic AI advisor with transparency, education, and helpful resources.
SOLUTION
A video interview series with Salesforce and AI experts to go beyond the hype surrounding AI with candid insights.
MY ROLE
Script writer, field producer, creative strategist, pre-production coordinator, video editor, copywriter.
I developed the creative strategy and messaging, writing the copy for a social recruitment campaign that highlights how Bluewolf sees employees for all who they are in and out of work. This campaign resulted in a 15% increase in applicants during its six-week run.