12 industries. One cohesive GTM engine.
The Problem
Generic messaging doesn’t close deals in specialized markets. Muck Rack was scaling its go-to-market motion aggressively, but the positioning was largely one-size-fits-all. A PR team at a regional hospital operates nothing like one at a fintech startup or a luxury hotel brand — their media landscapes, regulatory pressures, success metrics, and day-to-day pain points are worlds apart.
Without messaging that spoke directly to each industry’s reality, outbound campaigns felt generic, demo conversion rates were leaving pipeline on the table, and the sales team was rebuilding context from scratch on every discovery call. The opportunity cost was real: Muck Rack had a great product, but the market couldn’t see itself in it.
The Fix
Rather than retrofitting generic content with industry names, I approached this as a full messaging architecture project: start with deep research into each vertical’s PR landscape, build a distinct messaging framework, then systematically deploy that positioning across every customer touchpoint.
The program ran end-to-end — from the first research pass through industry reports, media trends, and customer interviews, all the way to live landing pages, demo experiences, nurture emails, and sales enablement assets. Partnering closely with demand gen ensured the messaging translated into actual pipeline, not just content for content’s sake.
End to End Content
From research to revenue
Industry Research & Messaging Frameworks
Conducted deep research into each vertical’s media landscape, PR challenges, regulatory context, and buyer psychology.
Landing Pages & Demo Pages
Wrote and produced industry-specific landing pages and dedicated demo request pages.
Industry-Specific Product Tours
Collaborated with design and product to build interactive product tours customized to each vertical.
Dynamic Nurture Campaigns
Partnered with demand gen to build and draft multi-touch email nurture sequences per industry.
Whitepapers & Industry Reports
Produced original long-form thought leadership tied to each vertical functioning as gated assets.
12 verticals. Every channel. One cohesive playbook.
Industries Covered
Measurable pipeline. Faster closes.
The vertical program gave every team that touched the buyer a consistent, credible story tuned to each industry. The results followed.