FinancialForce

With an ERP built on Salesforce, FinancialForce (now known as Certinia) competed against Oracle and SAP with a fraction of their budget. The key advantage was in the name: FinancialForce was natively built on the Salesforce Platform.

Customers said having ERP and CRM on the same platform gave them a complete view of their business, so the brand refresh landed on a single idea: See your customers in full color.

As lead copywriter, I owned the message and how it showed up across digital, ebooks, video scripts, executive keynotes, and a monthly go-to-market newsletter to 800 employees worldwide. The refreshed site moved conversion from 2% to 7%. Multi-touch attribution grew from $0.69M to $2.56M year-over-year.