The challenge
Zone & Co was stepping up its go-to-market work. It needed to stand out in finance while creating new demand. Its experts had plenty to say. What they didn't have was time to write it, since the company was growing fast. The marketing team wanted demand-gen content that would be useful to buyers and build awareness of the brand.
What I did
The marketing team knew what it wanted. That was original reports with a clear point of view. They'd have to help sales, hold up in a field full of thin white papers, and be reusable in later marketing.
I worked with the company's experts to choose the topics, run the industry research and settle on the point of view. My team also interviewed their subject matter experts at length about finance automation and operational efficiency.
We wrote for finance professionals. The reports drew on the company's expertise in the back office, cash conversion and ERP optimization. The aim was to show readers it's a company that knows their work.
Results
In all, Zone & Co published four long-form reports. They included topical guides, industry-wide surveys, and a survey of women's positions, salaries and opportunities in finance.
The reports gave the marketing team original industry research to publish and gave sales material to use with prospects. They also helped position the company as a voice worth hearing in finance. That's what the marketing team had asked for.