Content & Product Marketing | Ericsson

Simplifying a complex set of AI-driven solutions and services and bringing it to market through a global campaign

Ericsson’s brief: “make managed services cool again.” Tall order! After months of interviews and analysis, we created an engaging concept to summarize a complex AI-driven offering while clarifying the value to customers. I guided sales & product teams and executives in simplifying their portfolio narrative, structuring dozens of tools and services into the “Operations Engine” concept. Then I led a cross-disciplinary team in executing the go-to-market strategy.

Challenge: Reposition AI-driven services function, and bring to market with global integrated campaign (2018-19)

My role: Strategist, project lead, editorial director

Actions: 

- Qualitative research interviewing end users, experts, marketing & sales stakeholders

- Developed creative GTM concept to bring to life entire offering ("Operations Engine") and restructured portfolio to align with it 

- Developed content pillars, marketing drops for 4 month multi-channel campaign (social, email, content, display, field marketing) to support entire customer journey, including creative, thought leadership and sales assets for See, Think, Do stages. 

- Developed a framework for adjusting tonality and content based on region and digital maturity of target customers

- Supported official launch at global tech tradeshow MWC Barcelona with interactive demos, digital marketing and sales enablement 

- Internal trainings and toolkits to educate org on new concept and new marketing approach

Result: The SVP of the function has reported increased mindshare among existing and potential partners, an increase in related 5G deployment contracts, and continued high grossing margins each quarter. The new concept has strengthened existing partnerships as well as the internal business unit, clarifying the offer and the value to a wide range of customer stakeholders.