David Claffey
Marketing Leader | B2B Content Strategist | Startup Certified
A strategic content marketing leader driving the organizational and tactical vision for multiple, high growth companies. I have 20 years of content creation and marketing experience, leading transformational projects across integrated campaigns, product marketing, demand generation, communications, email, thought leadership, and brand functions.
ServiceNow - Friant - The Outcast Agency - Earnin - Realty Shares
Gated, Campaign, and Sales Enablement e-books
At ServiceNow, I climbed from a content strategist for a single product line to lead content strategy and development for global campaigns. This team went on to produce some of the highest performing pipeline drivers and most access sales enablement tools. The heart of that effort were targeted asset series and formats that could be tested and repeated for any product or industry. Those were combined with topical, trend-jacking pieces that could be deployed at an instant.
Content Strategy - Thought Leadership - Gated Content - Campaigns - Sales Enablement
The Think Big Series was a massive scaling unlock for CET. With endless demand for fresh content, the Think Big series explored and sourced some of the most successful and relevant thought leadership content available, and repurposed the material for demand generation.
What started as a simple case study asset turned into one of the best examples of content sourcing efficiency for CET. The original concept gathered stories from client leaders at ServiceNow's annual customer conference. Seeing the value in this direct access, I reformed the program and republished for campaigns. The next, year, we expanded this series to five major product areas, and they all performed. The following year we covered all product groups, with industries variants, growing the series to dozens of books.
Sales Enablement with AI. Customer surveys and sales feedback loops all highlight cost savings as a core driver for new business in their decision making process. This series was repurposed for all product areas and was leveraged late in the buyer's journey as sales enablement and nurture content.
A late-stage asset, this was powerful reuse of value calculator metrics for nurture and sales enablement. This concept was often repeated, and ranked as one of the highest viewed assets quarter after quarter.
AI adoption has been rapid, but when Generative AI debuted, there was a lot of apprehension among executives. This asset took the topic head-on, gathering use cases and insights from our knowledgeable and talented Product Marketing Team. AI was poised to make a huge difference across all aspects of the enterprise.
The CXO guide series was an asset concept that addressed the top 4 questions keeping leaders up at night, written in the voice of ServiceNow's own executive team.
Friant Plus: Introducing eCommerce, a brand, and a future
For 30 years, Friant had worked directly with corporate clients through a traditional GTM structure. I was tasked to open up new revenue streams, starting with a direct-to-consumer portal that positioned our products as elite, mid-market options for business owners looking to upgrade their spaces. I owned the brand, design, product page structure, and campaign strategy for this new venture.
Branding - Messaging
Organic Social
Friant organic social channels are a canvas on which I test new concepts, ideas, and art styles that will eventually be elevated to paid advertising or become the genesis of a new brand campaign.
Social Media - Content - Branding - Messaging
Executive Thought Leadership
My strength has been writing. As a former journalist, I have an ability to connect with leaders, understand what drives them, and reframe those passions in a way that advances our marketing mission. I’ve had the pleasure of being the ghost writer for several c-suite leaders, scribing their blog posts, articles, letter, scripts, and announcements over the years.
Thought Leadership - Executive Communications - Public Relations
An Oofos Story Series
Sarah, from Westlake Villiage, CA, is an accomplished trail runner who loves the loves the view from her morning runs through the Santa Monica mountains. She balances her passion for fitness with her demanding career like many OOFOS fans. Capturing her story, and others like her, helped us tell the recovery story in a way our own words never could.
Videography - Photography - Social Media - Content - Storytelling - Case Studies
