Alfresco
Alfresco is the world’s leading platform for business content management. Their innovative solutions help businesses run more effectively. They asked us to help create emails that generated more sales leads and run workshops with their sales teams to improve the quality of their writing.
The challenge
Like any tech company, one of Alfresco's biggest content challenges is to focus more on the benefit to the user, and less on the product features. Past emails were verging on boastful, so we had to find a new approach.
What we did
Emails
We wrote a series of sales emails and landing pages designed to generate sales leads.
White papers
We polished the quality of their opinion pieces and white papers. Often written by technical experts, these documents benefitted from persuasive writing techniques to bring the intelligence alive.
Workshops
We ran workshops to help the team develop a range of persuasive techniques they could use to generate more leads.
Tone of voice
We worked on tone with the team to create a more natural, but still an intelligent voice for the emails.
“This was a great campaign for us – we’ve generated 1000 white paper downloads so far – and I really think the focus on not selling Alfresco, but the usefulness of the content assets that we agreed was the right way to go.”
Alex Truby
Global Campaigns Manager
Alfresco
