One story, tailored to each audience, wherever they look for it

A buying journey only matters if the right content shows up at the right step, on the channels your ICP actually uses. So, I plan the conversation first. Then I deliver it wherever the audience prefers to read, watch, or scroll, with one consistent story at each touchpoint.

That’s how you avoid what I call “online whiplash.” A prospect gets one message in an email, then clicks through or finds you through search or an AI answer, and lands on something that looks and sounds completely different. Whiplash costs trust. Consistency builds it.

The programs below span work for three companies and very different audiences: DocuSign users who needed a reason to try something new, ServiceNow leaders and teams who needed a reason to trust AI, and Firstup’s internal communicators who needed a way to prove their value.

What every program has in common

  • One big idea, built to last. Each campaign starts with a concept strong enough to carry months of content, not a single launch.
  • An anchor asset at the center. A whitepaper, ebook, or video series does the heavy lifting. Blogs, emails, social posts, and ads point back to it.
  • Built for the whole buying group. Different roles and lines of business get different entry points, all leading to the same story.
  • Chapters, not one-offs. Programs unfold over time, so every new piece gives the audience a reason to come back.

Featured programs

Put AI to Work | ServiceNow
A global AI campaign built for four lines of business at once: IT, HR, Customer Experience, and Developers. Templated content bundles let every audience follow the same topic path, from “what can AI do?” to the business case, without starting from scratch. It was also ServiceNow’s first move from PDFs to interactive HTML content experiences.
→ See the program

Sign Anywhere | DocuSign
A 3-month campaign showing that DocuSign works anywhere. Our “Regular Guy” spokesman keeps business moving from his phone while his family enjoys vacation.
→ See the program

Workforce Champion | Firstup
A five-chapter campaign giving internal communicators a practical model for turning communication into business results. It launched with a microsite and overview ebook, then released one tenet at a time.
→ See the program

DocuSign & Go | DocuSign
A brand-to-demand program that turned a lifestyle campaign into a business case. Visitors chose their department from a discovery landing page, then followed a path built for HR, Procurement, Sales, Finance, or Legal.
→ See the program

Beyond the Portal | Firstup
A manifesto-style campaign arguing that the intranet era is over, especially for frontline and deskless workers. A whitepaper anchored it, and a Forrester ROI study backed it up.
→ See the program

Digital Hero | DocuSign
An 8-month program celebrating the employees who took a risk on e-signature and changed how their companies work. It included 5 thought leadership ebooks, 5 how-to guides, 5 videos, and case studies featuring real Digital Heroes.
→ See the program

Want to see how these programs were mapped before they launched? → See my Strategy Work