Experience at Zeta Global

Example of creative collateral to promote our presence at Money20/20 conference in Las Vegas.

My role at Zeta Global was a challenging and amazing experience. I have never had to work harder at nor enjoyed a role more than this one. It’s a role I thought I could grow in and a team I thought I could build for years to come; but alas, a restructure led to our entire Nashville-based marketing team being terminated. But we all live to create another day.

Highlights and Takeaways from Zeta

Here are my top five learnings from leading content strategy and development and managing my creative team:

  • Leading an agile team for continued success as priorities pivot weekly
  • Turning rambling 30-minute briefings from multiple half-engaged sales people into bespoke, branded pitch presentations
  • Diving into an account-based marketing approach to our sales enablement content
  • Working across business units to accomplish shared goals
  • Saying “No” and strategically prioritizing work tied to KPIs

Deep Dive on Enterprise Sales Support, Verticalization, and Account-Based Marketing

Our marketing team provided strategy and creative support to our enterprise sales team. After getting established and getting my team up and running, we launched our verticalized go-to-market approach complete with an account-based marketing strategy for our top five account.

My team and I created bespoke assets pulling aesthetics from the brand being pitched and integrating our branding and messaging into harmonious pitch decks, booklet, placemats, gatefolds, and videos.

My two favorite examples of ABM include:

  • Designing an on-site sales booklet to look like an in-flight menu to accompany the custom video we designed for a critical airline pitch.
Full spread from our customized “in-flight menu” sales brochure.
  • Putting together a custom brochure and video for a luxury retail brand that pulls extensively from their iconic brand aesthetic and features great quotes from their executives.
Full spread for a luxury brand sales brochure that mimics their iconic aesthetic.

At a high level, we approached verticalization and then ABM with a layered content program created for extensive yet relevant reach in high-value markets. ABM’s hyper-personalization requires extensive research on prospects and their key decision makers, so our verticalized assets with custom value props and differentiators provided a foundation to build out and streamline ABM.