A few work samples

Case study

• I made this while at YouVisit (virtual tours).
• It shows how our client Pilot Flying J (truck stop chain) used our product to aid their recruiting efforts.
• I like how this reads like a product brochure — nice and visual.

Sales enablement

• SwipeSimple Connect was our direct-to-merchant GTM motion.
• SwipeSimple Connect Zero was our zero-fee offering.
• This brochure explains the details of the program.
• I think it does a nice job explaining the minutiae while keeping it simple for the merchant.

LinkedIn Ads

Reporting

The biggest two things I learned about running B2B ads on LinkedIn are:

1. Frequency and Reach metrics. When doing ABM-type campaigns, LinkedIn tends to blast your audience with the same ad unless you put safeguards around it. We found that this happened a lot when our target audiences were relatively small. Balancing frequency and reach means you can get more impressions from the right people and utilize your budget effectively.
2. Delivery reporting. This is where you can see the job titles, functions, and companies that make up your impressions. Super useful for making tweaks to targeting if a company or job function is over-represented.

Content types

At CardFlight, we experimented with many different types of sponsored content to promote our thought leadership content. Each type supported a specific awareness goal.

• Sponsored posts: Promote "organic" LinkedIn posts from our execs sharing timely news, company updates, new product releases, etc.
• Native video: Primary metric was % viewed; used for webinars, thought leadership videos.
• Lead-gen forms: Native-to-LinkedIn forms for gated content. Used for thought leadership and white papers.