DENNIS HUNTER

Tableau (a Salesforce company) :: B2B Technology Marketing

 

Tableau is the leading provider of data visualization software for large enterprise clients. They asked us to develop a campaign to capture leads and grow Tableau's market share in insurance industry.

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We began with research and persona development, identifying four key roles within large insurance companies: underwriters, executives, IT managers, and sales & marketing reps. We explored their needs, their pain points, and how they can benefit from better data visualization solutions.

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Building on our personas, I researched and wrote a 16-page white paper that spoke to each of the four key roles, positioning data visualization software as a key to their success.

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I then developed a digital advertising campaign with four distinct ads targeting each of the key roles. The ads were animated as GIFs and videos for paid and organic social use.

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My team designed the white paper and digital campaign in the colorful, whimsical style of Salesforce and Tableau brand guidelines — with organic elements, illustrations from nature, and mascot characters — making a serious topic more relatable.