B2B Product Messaging

Parsable is a software that digitizes frontline operations for manufacturing companies.

Parsable’s sales and marketing teams were struggling to convert that interest into executive-level engagement.

MY ROLE: 

  • Research Lead (stakeholder interviews, customer journey map, A/B testing)

  • Creative direction/content strategy (brand messaging, content writing, design direction)

  • Sales enablement strategy

RESULTS:

30% increase in contacts created (CEOs)
28% in account engagement
20% pipeline acceleration

THE SOLUTION: 

We developed a, “Convince Your Boss” campaign that empowered Operations Leaders to advocate for Parsable internally. 

The campaign equipped primary contacts with a tailored content package — including case studies, white papers, and partnership invitations — to support conversations with CEOs and COOs.

We also implemented intent-based signals to help time intentional, coordinated outreach between Parsable sales leaders and product experts.

BTS THINKING & STRATEGY: 

The core issue was a messaging gap: while Parsable’s value was framed around efficiency and safety, it wasn’t clearly connected to executive interests: bottom-line business impact.

The strategy focused on two key shifts:

• reframing operational improvements in terms of measurable financial outcomes
• leveraging existing internal champions to bridge the gap between operational users and executive decision-makers

The goal wasn’t to push messaging harder—it was to make it easier for the right people to advocate for Parsable. Rather than reaching CEOs directly, the campaign supported internal advocacy — turning engaged contacts into credible messengers within their organizations.

Not only did this establish Parsable as a collaborative provider, but it also laid the foundation for future deal expansions!