Approach

Narrative Strategy for Complex B2B

I work with partner marketing teams and agencies on case studies, executive messaging, and long-form content for technically complex solutions.

Partner marketing content has to do many things simultaneously. It must reflect what your solution does, speak to what technically sophisticated buyers care about, and hold up under scrutiny from sales, legal, and the customer's own team. And it has to make clear why your solution, not just the category, is the right fit for this customer's situation.

My starting point is always the same: what does this audience need to believe, and what's the most credible way to get them there?

Coastline by Justin Biv, Unsplash

What I Bring to Sensitive or Complex Engagements

For case studies, that means:

Finding the narrative before the draft starts. The information can come from a pre-interview brief, background materials, or the interview itself. I'm looking for what changed, why it mattered, and what helps the next buyer see themselves in the story. The customer is the protagonist while the solution supports the transformation.

Selected Results

Yesler B2B agency, clients Microsoft and Trellix:

  • A Microsoft-focused case study that supported $300K in new business and contributed to an award-finalist enterprise ebook.

  • Trellix demand-generation content tied to a $4M attributed pipeline and $7.9M in revenue in the FY23 AOR program.

Accenture Song, client Lumen:

  • A Hyper WAN eBook that drove a 345% campaign performance improvement and a 2,169% increase in website traffic.

BlackPoint IT Services:

  • A 10-post blog series that more than doubled location-specific search impressions and increased location page views by 70% to 182%.

Let’s Connect

If this sounds like the kind of work you're doing, email me, find me on LinkedIn, or click "Let’s Connect" above to schedule a short meeting.

For executive and partner content, that means:

Starting with the program's or leader's perspective. I listen for leaders’ insights and advice; the things they won’t hear elsewhere. For content aimed at Microsoft sellers, this means understanding what they care about—how a partner's solution drives Microsoft technology consumption, advances a co-sell motion, or helps them land a deal they're already working.

That's a different brief than one aimed at end customers, and it requires knowing enough about the Microsoft seller's world to write in their language.

Partner content is politically complicated. It’s shaped by approval chains, co-sell and customer sensitivities, legal review, and stakeholder alignment across marketing and sales. The earlier I understand the constraints, the better the content holds up through review.