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Choose Your Home Adventure
This is one of my favorite projects. It took a team of creatives to develop, design, and deploy this piece of content. The concept? A “Choose Your Own Adventure” quiz that helps homebuyers decide if they’re ready to buy while educating them on the steps to prepare. It was a lot of fun to write,…
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Optimizing for High-Value AI Searches
A case study about improve a B2B software brand’s presence in AI search, particularly for buyers in the final stages of product research.
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Building a Content Strategy for B2B Software
This is how I crafted a SaaS startup content strategy and iterated on it to generating meaningful pipeline rather than mere traffic. The strategy emphasizes answering specific revenue-related questions, structured content repurposing, and addressing AI search preferences for effective authority building.
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LinkedIn Love: Sales Team Social Training
The Goal: Help the Sales Team Post More Cold outreach is getting harder. Buyers ignore it, filter it, and increasingly never see it. But when a rep shows up consistently in someone’s feed with something useful to say, they change the game. They don’t land in the inbox as a stranger. I ran a LinkedIn…
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Pipeline Health Scorecard
This was my first successful “vibe coding” project. I used Claude to build an ungated Pipeline Health Scorecard app aimed at boosting user engagement and AI citations.
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Blog Content: 10 Win Rate Strategies
I wrote this blog post with Bret Larsen (CEO & founder) to capture demand for our revenue intelligence product and get active users on our website.
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Applying AI in Sales Workflows
This guide was designed to help prospects think about using AI in their organization, generating leads for our sales team to follow up with or nurture, and building authority for the Chief brand.
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Building in Public with a B2B SaaS Founder
We decided to make a strategic pivot on our approach to founder-led thought leadership on LinkedIn. We decided to try a “Building in Public” strategy, sharing learnings (including the missteps) from figuring things out in the business.
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LinkedIn Lunacy
We needed to build awareness ahead of a dual acquisition/product release announcement. Knowing that LinkedIn is now infamous for posters landing on the “LinkedIn Lunatics” subreddit, we hatched a plan to capitalize on the trend: we would create our own satirical “LinkedIn Lunatic” posts to capture attention and generate demand.
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AI Conference Panel
We aimed to build awareness for Chief by promoting Bret Larsen’s thought leadership at an AI conference.
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Banking-as-a-Service Focus Turns to Managing Financial Crime Risks
Educational Webinar The Goal: Awareness & Engagement We aimed to provide valuable educational content target buyers in financial crime at banks. We went for a topic that was timely and relevant to build demand for the session. The Process: Media Partnership I worked with a media partner to secure speakers for the discussion, mapped out…
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Optimizing AML Transaction Monitoring Through AI Technology
Educational Webinar The Goal: Buyer Education We aimed to help customers understand what AI means in an anti-money laundering context, and show them how it can improve their processes. The Process: Media Partnership & Subject Matter Experts We partnered with an internal subject matter expert, a well-versed industry analyst (who also spearheaded the marketing and…
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Hawk recognized as leader on FincrimeTech50
A press release announcing Hawk’s inclusion on the FinTech Global FincrimeTech50 — an annual list recognizing the most innovative companies in financial crime technology.
Ben Hale: Barely Hinged B2B Content & Marketing
Crazy enough to try it, sane enough to make it work.
