Writing Samples Qualifications Contact

About Me

I write case studies/success stories, solution briefs, blog posts, demand generation surveys, tele qualification guides (for sales), customer reference content briefs and interview guides, web pages, asset templates, and promotional copy, e.g., infographics, social posts, and email series.

Here are some of my external samples.

Zerto •

Why Cyber Vaults are Essential to a Bulletproof Cyber Resilience Strategy - Zerto

With the help of UserEvidence, we recently surveyed more than 100 Zerto users to learn why they purchased their Zerto solution, what’s their approach to cyber resilience, and what they are looking for in a cyber vault. Here are some of our key findings.
Zerto combines ransomware resilience, disaster recovery, and multi-cloud mobility into one solution. It solves the challenges faced by business and IT leaders, system admins, and DevOps teams managing virtualized and cloud environments.
Most of o...
SimplyDIRECT •

Craft the Right Pitch, Research-Based Selling | SimplyDIRECT

Research-based selling is an approach that SimplyDIRECT pioneered more than two decades ago. We begin by executing proprietary demand-generation marketing surveys to gather sales intelligence. Then we conduct a strategy session to help your sales team understand how to use the account based marketing data to gain the competitive advantage they need to outmaneuver competitors.
Starting with the right candidates
Your target contact may be a director or a VP. Their company has X number of employees...
Business Insider •

How technology helps a research-intensive medical school secure grants and attract top scientists

For more than 60 years, the diverse faculty and staff of the Albert Einstein College of Medicine have set the standard for excellence in medical and graduate education and patient-centered clinical care. Scientists have made major contributions to biomedical research that have enhanced human health in areas such as developmental brain research, neuroscience, cardiac disease, and more. During 2021, Einstein received more than $185 million in...

Prometeo | IBM

Field testing of the Samsung devices has been performed in controlled burn conditions in Spain, and field tests are continuing around the world. To support the growth of the project, the Prometeo team have worked with IBM developers to take the original monolithic application and fulfill the benefits that come from cloud-native development. The app has been split into a handful of microservices to handle specific needs such as processing the data and building the dashboard.
There are multiple ad...
IBM Blog •

Coca-Cola European Partners Accelerates its Strategic Transformation - IBM Blog

Case study: “Coca-Cola European Partners accelerates its strategic transformation“

IBM will help Coca-Cola European Partners (CCEP) modernize its IT environment by using the Red Hat Enterprise Linux OS to provide an open standard, cost-effective platform. A cornerstone of this transition will be the Red Hat OpenShift solution, the industry’s most comprehensive Kubernetes platform, which will allow CCEP to build mission-critical applications once and run them on the IBM public cloud.
SimplyDIRECT •

ABM Campaign Support Research-Based Surveys | SimplyDIRECT

When you take an account-based marketing (ABM) approach, you’re looking at each individual target account as its own highly specialized marketing opportunity.
This might seem like a daunting task and it is for many organizations, which is why they count on us at SimplyDIRECT to support their ABM campaign with one of our research-based surveys.
We’ve broken down our process into five key steps.
Step 1. Choose your target audience
This is the critical first step that will lay the foundation for yo...
SimplyDIRECT •

How to Enable More Effective Prospecting - SimplyDIRECT

Imagine you’re a business development rep. You need to make about 70 calls today to get the three leads you need to feel okay about where you are with your quota this month. You better get busy prospecting. You have a list of names in your CRM system. It’s time to start smiling and dialing – it’s a numbers game, after all, right? Well, not so fast. What if there was a way to work smarter, rather than harder?
Make cold calls less…cold
What if you didn’t have to try so hard to explain to an admin...
SimplyDIRECT •

How surveying your target audience enables 1:1 marketing | SimplyDIRECT

“While most marketing leaders continue to strive for one-to-one personalization, achieving this type of tailored messaging falls short, causing most personalization efforts to fail.” So says Gartner, Inc. in a press release earlier this year, following up its marketing personalization survey. The goal of one-to-one personalization in marketing is to create hyper personalized content that resonates with your prospects. Gartner continues to explain that the cost of getting personalization wrong is...
SimplyDIRECT •

Persona Creation: More Targeted Prospecting | SimplyDIRECT

Have you ever received a solicitation for a product or service offering that you have less than zero interest in or isn’t even demographically relevant? I’m talking about things like a free membership to gym that is 20 miles away, or lawn care services when you live in a condo complex. It’s annoying, right? You want to do business with companies who take the time to get to know you. Spray and pray marketing, where a company promotes its business to everybody anywhere, is ineffective in the long...
SimplyDIRECT •

Lead nurturing with content at any stage of the buyers journey - SimplyDIRECT

According to Entrepreneur, most prospects won’t buy from your website at first glance, especially if they’re only just becoming aware of you. You need to get on a prospect’s radar and build the relationship first. As a general goal, easing your buyers’ research burden by making their time as productive as possible can go a long way to position your company’s solutions as important and appealing. Throughout the buyers’ journey, which takes people from prospect to sales lead to customer, there are...
SimplyDIRECT •

Survey research types to Engage your targets | SimplyDIRECT

Wouldn’t it be great if you could get inside the heads of your target audience – to understand their current situation, their motivators, what keeps them up at night? What are their interests? How likely are they to make a buying decision? Are they even the person that makes the buying decision? This is what we help you do with our various types of survey research. We’ve been generating qualified leads for our clients with our opt-in surveys for more than two decades. Our research surveys help y...
SimplyDIRECT •

Make market segmentation more meaningful with psychographics | SimplyDIRECT

Common approaches to market segmentation include classifying the target audience by industry, geography, company size, or persona. These market segmentation methods don’t set you apart from your competitors, though, because while it might take a little digging or research, almost anyone can figure out how to align their target marketing efforts with demographic, geographic, or behavioral segmentation. Having specific knowledge of your prospect’s “why” can give you a distinct competitive advantag...
SimplyDIRECT •

B2B marketing: targeting the intersection of your offering and your audience’s needs - SimplyDIRECT

According to Marketing-Schools.org, “it’s important for B2B marketers to understand their clients’ needs before implementing any marketing or advertising tactic. In consumer marketing, an effective advertisement can be blasted out over wide channels, and a percentage of consumers will be driven to buy the product. However, since B2B marketing is so much more specialized, marketers run the risk of alienating their specific prospective candidates if they do not pay close attention to their needs b...
SimplyDIRECT •

Database marketing: The foundation of success | SimplyDIRECT

Database marketing — you have probably heard the term, but what exactly does it mean?
As opposed to the approach of blasting out the same message to everyone, database marketing is the discipline of collecting data about your target audience and crafting a message that resonates specifically with them.
There’s an abundance of data available today, both in a company’s CRM system as well as in transactional systems and external sources. Why not harness this data to make your next lead gen campaign...

Pasta Night: creating family where there was none

CherylFebruary 28, 2017 at 8:50 AMOmgoodness. This is beautiful. You will always be my Pasta Night Family. That is such a beautiful name for us-and that time, where we really all needed each other. Well done,Caroline. You are such a smart, and wonderful woman. (Amen. And a-women!)ReplyDelete

CherylFebruary 28, 2017 at 8:50 AM

Omgoodness. This is beautiful. You will always be my Pasta Night Family. That is such a beautiful name for us-and that time, where we really all needed each other. Well...

Addiction is not a Moral Issue - Serenity Vista

You fed your addiction and now you’re feeling the shame, remorse, and guilt.It might be just the fact that you drank or used again last night. You’ve been trying to quit but the temptation was too much for you to withstand. Or maybe you did something that you really regret: You "drank and dialed," spent money you couldn't afford to, or need to apologize to people for whatever you did. The fact that you don’t even remember how you got home or you had to look out the window to see how your car is...
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