Data Storytelling: Showing Not Telling

Content Strategy | Sales Enablement | Content Creation

This B2B SaaS company had a powerful product–a data visualization tool that helped public servants like Fire Chiefs understand where their response times were the slowest and why. Explaining the product succinctly was a challenge. The company had just finished a rebrand and needed to translate its new positioning across channels and collateral.

Skills & Deliverables

Content strategy
Copywriting
Design
Case studies & sales collateral
Industry thought leadership
Website build (Hubspot)

RESULTS

A content strategy centered on showing the product in action, highlighting specific use cases and customer stories. This approach enabled the audience to go deeper than software features and understand the impact the tool would have in their work.

Show the ROI

The most important content the team needed was compelling case studies that clearly showed the use cases and ROI of the product and how it empowered people to better do their jobs. Including increasing their funding and buy-in for key initiatives.

I worked with the sales and marketing teams to identify which stories would be the most inspiring and the proof points we'd need to stress. Then, I interviewed our champion customers, wrote the copy, built the web pages and collateral, and helped the sales team incorporate the new assets into their work.

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Meeting Felt Needs and Adding Value

Account-Based Marketing (ABM) | Sales-Support | Email | Prospecting Strategy

I worked with stakeholders to create a lead-generation campaign designed to help public health leaders meet a felt need–engaging communities in their initiatives.

This approach was effective because it 1. targeted specific organic keywords, 2. brought high value to our target audience, 3. built trust and showcased the team's expertise, and 4. Highlighted how peer health teams used the software to drive impact.

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Data + Stories = Buy-in

The target market at this company had two key problems: 1. Getting the data they needed. 2. Sharing that data in a way that would make their stakeholders care about their work and engage with their initiatives.

So, I created a content series designed to teach prospects how to do effective data storytelling AND showcase how people were using the product to do it better. For example, I wrote this article about how the Kansas City, Missouri, health department got its citizens to agree to higher taxation. The secret? Explaining WHY kids in unregulated rental housing weren't going to school.

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Finding Champion Customers

One practical content challenge the team faced was not knowing who their champion customers were. Who were the organizations that would make for a great case study?

Which had seen strong ROI? Who would be most likely to refer the company or give a raving testimonial? No one knew.

So, I worked with the Customer Success team to create guidelines and train them on what to look for in a customer "Evangelist." I also created a process for captureingthose critical details in Salesforce so the sales team could quickly filter and find what they needed for each vertical.