
It all begins with a creative brief
A strategic strategic document consisting of 2 key sections:
Project overview
Outlined objectives, target audience, industries, and key messages, supported by linked documents (buyer personas, service maps, and briefs). Defined the Intelligent Automation service, highlighting pain relievers, gain creators, and core value propositions to address business needs and engage the target audience.
Creative strategy
Developed a unique selling proposition and differentiators for the Intelligent Automation service, defined tone and style, identified content assets with CTAs, and ensured consistency in messaging and value propositions. Created strategies to enhance audience engagement and planned campaigns and launch assets.
A Hero Asset
I developed an interactive infographic on Intelligent Automation with the following sections:
- Introduction
3 columns for customers at different stages of their buyer journey. - Definition
Intelligent Automation service definition with industry statistics. - In-depth analysis
Comparison of the Intelligent Automation and Robotic Process Automation. - HOW and WHY businesses use Intelligent Automation
Added relevant statistics and company’s case studies to support the data and business-centric value benefits. - Challenges
Common challenges and how the company tackles them, providing unique differentiators. - Industries
A list of industries where Intelligent Automation can be applied, withuse cases and business-centric benefits.
- Introduction
Repurposing/other content assets
A service brief
(2 types)
A landing page
An online event (webinar)
A survey
Sales assets (internal)
Social media posts
A webinar deck
A website event page
Case studies linked to a webinar deck
A Service Brief
A two-page document describing the Intelligent Automation service
A Landing Page
Created a landing page for the asset, with an updated website copy on the Intelligent Automation service.
An Online Event
“Fact or Fiction: IA Myths Debunked" is an online event in partnership with Google Cloud.
Following a creative brief, a service practice lead introduced the Intelligent Automation service by outlining its core definition, value propositions, and how the company addresses specific business needs.
A presenter covered five common myths about Intelligent Automation, supporting each one with a corresponding case study that I provided to effectively illustrate the company’s expertise in each use case.
Additionally, there were three poll questions for attendees to answer in the chat box, which were later discussed during the Q&A session.
To support this webinar, additional materials were created:
A Survey
An online survey designed to assist customers in determining their current journey stage.
Results
Innovation
An innovative global campaign tactic led to a 38% MQL-to-SQL conversion rate. The hero asset, an infographic, provided a guided experience, allowing users to navigate the areas most relevant to their journey.
Conversion
This was the first campaign of its kind that increased the MQL-to-SQL conversion rate by 21% (from 17% to 38%).
Interest
More than 100 individuals attended the online event.
Engagement
The event achieved a 76% engagement rate based on attendees' responses to the polling questions during the online session.
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