Medallia (Tech/B2B)

Background:
Medallia is a Silicon Valley tech company specializing in real-time business intel. It provides customer experience software, helping companies/brands understand the experience people have with them online and offline. Its specialness is that companies can improve or fix things on the spot, while customers are within the experience (not after, like a survey).

Action: 
The impression people had was complexity. The sales pitch was academic. It wasn’t an easy thing to explain. Not surprising, it’s a cloud-based SaaS platform for customer experience management. What? It’s the application of machine learning, artificial intelligence, APIs and predictive analytics to improve the moments between people during a business transaction. Simple, right?

They wanted to reach more people. Sell more software. Go public. They realized their product’s emotional appeal was just as important as its functional abilities. How do you make the technology approachable without diluting it?

The work was all about the power of reduction. We made it tangible and infiltrated preconceived notions. 


Adapt Magazine


Adapt premier issue, Vol. 0, The Foundation

Conceived as a survival guide. Designed for coffee tables, c-suite, investors, customers, prospects, and CX professionals. Focused on Medallia’s ethos and expertise. Developed with the VP of Brand. Pitched to the CMO as the anti-whitepaper, because those are beige.

(look inside)

Role: detective/journalist/writer/editor/CD
VP of Brand/CD: Tim Queenan
Art Direction/Design: Nate Dolce
Designer: Brad Matsushita


Medallia Perspectives ebook series

Created as a guide to break into vertical markets (insurance, retail, banking, telecommunications and media) illuminated what’s critical for business success within digital transformation. Focused on how Medallia’s software cultivates resiliency and adaptability.

Melded brand and content team. Partnered with industry analysts, sales and research. An iterative process—from vision, to content, to review. Interviewing, writing, evaluating. Repeat.


(look inside)

Role: writer/editor
VP of Brand: Tim Queenan
Head of Content Marketing: Alana Zamora
Designer: Brad Matsushita


Medallia for Government: DC Metro Station Takeover

Two weeks from go to out-in-the-world. Maybe a day to develop creative. Strikethrough headline style mandated. How do we say its software that’s built for all government customers: the applicants, constituents, veterans, employees, and patients?

Meet Medallia. It’s customer experience software for everyone.



Role: writer
CD: Brynn Haynam
Senior Producer: Ryan Clifford
Head of Content: Alana Zamora
Agency: Teak, San Francisco 

Site Renewal

Partnered with industry analysts to edit and refine pages. Content worked harder. Headline, subhead, CTA development. Headlines and cutdown for customer “win” stories/case studies. Helped define Athena A.I. Static homepage product imagery lacked humanity. Proposed motion video background concept featuring people using Medallia. Did not write the supers.