Breaking beyond the AI hype at IBM.
COPYWRITINGCONTENT STRATEGYSITUATIONIBM acquired Bluewolf and needed to define its value in the Salesforce ecosystem amid an AI partnership announcement.
CHALLENGESalesforce audiences were unfamiliar with IBM and its AI relevance for CRM.
INSIGHTSalesforce audiences don’t want AI vision; they want AI clarity.
RESULTS
Beyond the Hype Video Series
3X engagement rate than average for IBM thought leadership videos
+43% traffic To IBM’s Salesforce Solutions pages
State of Salesforce report
+7,000 net-new leads
Influenced $500M+ in pipeline, one of IBM’s highest-impact Salesforce assets
Forge Your AI Path Trailhead Quiz
72% completion rate
800+ opt-ins
STRATEGYPosition IBM as the pragmatic AI advisor with actionable insights.
Beyond The Hype social video series
A branded bus drove through the Dreamforce conference. Inside, we filmed interviews with industry analysts and executives from IBM and Salesforce to go beyond the hype of AI.
My role: Pre-production management, script writer, field producer, marketing copywriter.
The State of Salesforce report
The annual State of Salesforce report analyzes global survey data to uncover how the best companies use Salesforce across sales, marketing, IT, and customer service. It includes data visualization, customer stories, use cases, and original research.
My role: Data analysis, content writer, marketing campaign copywriter.
A physical field guide for Dreamforce attendees positions IBM + Salesforce as the partnership for AI transformation, driving awareness of what the Salesforce-IBM partnership means for businesses and IBM’s Salesforce consulting services. The collateral was also used in a digital format for a lead generation campaign.
My role: Content strategist, copywriter, growth marketing campaign copywriter.
Forge your AI path quiz
An interactive quiz that matches different user types with relevant Salesforce Trailhead curriculum, introducing IBM’s Salesforce AI capabilities and positioning IBM as a helpful AI partner for Salesforce customers.
