1. Client Success Stories
Copyright: Influential, 2015

2. Content Marketing for Cloud CMS Pioneer, 2014-present
 Stagnant content funnel had dried up sales leads; new website killed SEO,
no PR in 3 years, brand history lost
 Executive management of all CM program activities including message
strategy, AR/PR and product marketing. Managed agencies & staff.
Results:
 324% increase in inbound inquiries per quarter
 34% improvement in organic search results in 6 months
 38% increase in unique monthly website traffic
 21% increase in LinkedIn engagement during period
 Up to 34% conversion rate from webinars during period
 15% increase in newsletter performance in only 4 months
 100s of content downloads per month, 34% conversion from videos
 PR - award for “Best Cloud CMS For Enterprise”
Copyright: Influential, 2015
Chief Content Editor

3. Copyright: Influential, 2015

4. Content Marketing for App Security on Demand, 2011-2014
 Content strategy, creation and delivery supporting 3 product managers
and corporate marketing
 Mix of program, project and launch services
 Output includes whitepapers, datasheets, case studies, blog posts,
articles, ebooks, webpages, emails…
 Complete re-packaging and launch of major new solution in 2012 in two
phases (internal sales training & outbound public launch)
Results:
 VAST Solution successfully positioned to be the company’s major sales
initiative for 2013 and beyond
 One mobile e-book campaign has resulted in 11,000 downloads, captured
900+ sales leads, and returned 19X its cost of production into the
pipeline
Copyright: Influential, 2015
CM Agency of Record

5. Copyright: Influential, 2015

6. Content Marketing for Online Fraud Detection SaaS, since 2007
 Report directly to VP/Founders advising on content creation projects
 Product messaging for first 3 versions, launched all content incl. website
 Content producer for first value-based sales tools, RFP writing
 Developed first customer stories , fraud newsletter, social media programs
 Event management for company’s first RSA show appearance
Results to date:
 Company enjoys 130 customers today, 134% sales growth, 5th gen product
 Most successful lead gen program featured our industry content curation
 Increased Twitter followers 96%, Blog content 30%, in only 6 months
 Created branded company presence on LinkedIn, active participation
 Assisted production of first YouTube video series
Copyright: Influential, 2015
A Trusted Content Partner

8. Full Content Marketing Program Management Services
 2-year engagement at natural gas operations software provider
 Reported to VP Business Development running all outbound Marketing
 Full creative services including content, design, web development
working with in-house programs & events manager
 Positioned sector-specific solutions, expansion into adjacent software
category
Results:
 Complete rebranding with new integrated website, presentations,
exhibit, all sales collateral
 Execution of highly successful User Conferences, 2010 & 2011
 Initiated first lead gen campaigns and content offers
 Acquired by Weatherford International in April 2011 for 5X revenue
Copyright: Influential, 2015
Outsourced Marketing Dept.

9. Copyright: Influential, 2012

10. Full Content Marketing Program Management Services
 18-month engagement at $44M software security firm
 Reported directly to CMO advising on all aspects of content strategy
 Supported Sales, Product Marketing, LeadGen and PR/AR
 Content producer for completely overhauled 200+ page website
 Ran industry analyst relations program
Results:
 Leader in Gartner’s Magic Quadrant for Software Security Testing
 New brand promises: Trust Your Software and Find. Fix. Fortify.
 Repositioned to solutions selling from deep technical product
 Multiple successful launches of SaaS product and training services
 Acquired by Hewlett Packard in August 2010 for 6X revenue
Copyright: Influential, 2015
Brand Building to Successful Exit

11. Copyright: Influential, 2012

12. Brand Promise: VISIBILITY
 WatchTower: network monitoring software
 Young CEO and hip SF offices in SOMA district; CMO was our referral
 Content marketing team: 6 professionals, 6 mo. engagement
 Differentiation: “360-degree visibility on your entire IT infrastructure”
“The View’s Better Up Here”
 Integrated program for INTEROP appearance; netted 200 qualified leads
 Lead maturation device: Monitoring Capability Quiz (booth, website)
 How to help prospects reach The Penthouse of an ultra-modern skyscraper
 Branded content included Flash app, exhibit experience, customer event,
integrated promotion, multiple giveaways, white paper, sales training
 Board-level visibility for entire program
A Branded Event Experience
Copyright: Influential, 2015

14. Startup Debut in Legacy Market
Brand Promise: PERFORMANCE
 Product: Software Build Automation
 Worked directly with CMO, all year engagement
 Created brand identity as a choice between 2 alternative approaches,
both reasonable: revolution vs. evolution
 Does your software development team embrace change or simply
manage It?
Results
 100 leads at first industry trade show appearance,
traffic 3-deep at booth
 New corporate/product messaging and brand identity
 Website re-launch, first 4-color brochure, first advertisement,
PR/AR support
Copyright: Influential, 2015

15. Copyright: Influential, 2015
Test Drive
PerfectBuild
Today
and
We’ll Give You
A Brand New Car!
(1:36 scale)
It’s All About Performance!

16. Big Data Delivery Platform - $30M in Sales
 4th fastest growing IT company in Silicon Valley
 Content Creation fully integrated with PR – cases, articles, bylines,
releases
 CEO Blog management & optimization, incl. micro-blogging at Annual
User Conference
 Highly disciplined PR outreach: messaging, news calendar, story engine
Results
 125% increase in major press coverage in a 9-month period
 2 CEO Roadshows, including a major product launch & analyst tour
 Revived long-dormant customer success stories, numerous exclusives
 69% response rate to Customer Reference Program launch
 Accomplished all this with a 2-person account team!
Content Driving Public Relations
Copyright: Influential, 2015

17. Mission: Generate Positive Analyst Coverage to Help Company Sale
In only 75 days, we delivered for this IT Storage Software provider:
 4 Quotes of analyst support, including 3 from Gartner (approved!)
 5 Active References for use by sales, investors
 Positive Coverage: anointed “turnaround story of the year” by prominent
storage analyst; positive company profile by 451 Group
 6 Inquiries with Gartner analysts for CEO on product & alliance strategy
 Custom White Paper from boutique analyst firm
 9 Analyst Briefings, including PR launch support
Successful Acquisition by HP Opsware
Industry Buzz to Find A Buyer
Copyright: Influential, 2015

18. Results:
 $300K in closed sales/Quarter influenced by positive analyst references
 58% bump in analyst coverage in 12 mos.; 52% relative to competitors;
100% coverage of open source product launch
 Press coverage relative to competitors: 4% to 29% in only 8 months
 Improved ACTU position in Forrester Wave, Gartner MQ (3 yrs. running)
Global Analyst Relations
 Acting AR director for 4+ years for $100M public BI company
 Reported to VP Worldwide Marketing and VP Product Strategy
 Managed $200K annual research budget
 Global research account management: Gartner, Forrester, IDC
• 70+ analysts in Americas, EMEA, Asia/Pac; 10 interactions per month
 Annual research contract negotiation, ROI tracking, sales support, product
strategy, IR/PR integration, annual Analyst Day event
 Acting Corp. Communications, PR agency selection & oversight (2 years)
Copyright: Influential, 2015

19. Brand Promise: DATA DEMOCRACY
 Invented enterprise reporting space, $100+M in sales in 2003
 Ran global industry analyst outreach for 4 years: maximize ROI on
$250+K annual spend; drive product strategy ; support sales cycle
The Brand in Action:
 Actuate maintained leadership position in Enterprise Reporting with
Forrester, improved Gartner MQ position 3 yrs in a row
 Defended “uniques” against larger, better funded competitors in a
crowded market (Crystal, IBI, BOBJ, COGN)
 Analyst raw coverage up 58% in single year, competitive up 52%; press
up 4 to 29% in only 8 months; owned ER space
(c. 2004) Defended its Brand
Copyright: Influential, 2015

20. PeopleSoft (c.1995) was a Great Tech Brand
Brand Promise:
Empowerment
Account management model with rabid focus on
customer satisfaction
Flat organization, light on policy, anti-politics
Every employee as a brand ambassador
Whole operation “lived the brand” carrying PeopleSoft's
mission and vision to the marketplace
Copyright: Influential, 2015

21. Client Success Case Studies
Copyright: Influential, 2015