Courtney Chuang
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Intercom

Intercom is the world’s first conversational relationship platform.

PROJECT: Scale

Scale is our new editorial destination where we explore how industry leaders are charting new paths for their customers – and their companies. Check out Scale here.

Role: Lead content sub-brand, from strategy to execution.

Responsibilities:

  • Developed content strategy to support company-level program focused on upmarket growth – and secured buy-in from Director of Content and SVP of Marketing.

  • Conducted competitive research and defined messaging & positioning for new content sub-brand, aligning it to our long-term brand and category strategy.

  • Collaborated with the Brand Design team to develop a differentiated visual system.

  • Executed go-to-market plan that activated key channels, including social and email.

  • Managed freelancers and edited assignments for clarity and adherence to brand voice.

  • Currently, oversee editorial calendar (blog & podcast), leadership bylines, and reporting.

Results: Coming soon

PROJECT: Intercom on Sales

Intercom on Sales is our book on how we scaled a $1 billion dollar business, featuring 28 sales plays and 10 ready-to-use worksheets. Grab a copy of the book here.

Role: Led project and managed all stakeholders, from concept to launch.

Responsibilities:

  • Defined project scope, goals, and targets and secured cross-functional buy-in.

  • Researched, conducted executive interviews, and wrote +120-page gated offer.

  • Oversaw all brand deliverables, including book design, landing page and GTM assets.

  • Edited all marketing copy – web, blog, social, paid, email, and in-app – for consistency.

  • Defined and drove multi-channel launch strategy, with 12+ stakeholders. New campaign tactics included: promotional videos, sales enablement, in-office activation.

  • Repurposed book for field marketing (print), partner webinar, AMA, and podcast series.

Results: Drove 6.9k new leads and influenced 1.2k MQLs in last fiscal year (FY20).

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PROJECT: Resolution Bot launch

Resolution Bot is the next generation of Intercom’s support chatbot. I partnered with Product Marketing to build awareness of the product and authority in the support space.

Role: Supported product launch as content lead.

Responsibilities:

  • Developed strategic content plan, spanning editorial, SEO, and podcast content, to seed market pre-launch, announce Resolution Bot, and drive demand post-launch.

  • Served as content lead and supported fellow editors to deliver 4 pieces of content (new and optimized), blog and podcast ads, and promotion in our weekly newsletter.

  • Edited launch post to elevate customer-facing narrative and ties to product benefits.

  • Presented content plan to key stakeholders in Product and Engineering, Chief Strategy Officer, SVP of Marketing, and Sr. Director of Product Marketing.

Results: Drove 8k blog visitors to launch content in Q1 of this fiscal year (FY21).

Additional work

  • Blog: Grew sales readership by 433% YoY, as measured in blog visitors, to drive top-of-funnel awareness of our Conversational Marketing solution.

  • SEO: Wrote and edited high-ranking SEO content, including two of the top 10 most trafficked posts on the blog in the last fiscal year (FY20).

  • Gated offers: Delivered gated offers – books, guides, webinars – for lead generation. Drove 16.5k new leads and influenced 3k MQLs in the last fiscal year (FY20).

  • Editing: Worked with colleagues across Intercom, from Engineering to BizOps and Customer Success, to share their knowledge and insights on the blog.

  • Executive comms: Worked with CEO, COO, and senior sales, marketing, and support leaders on thought leadership content, podcast appearances, and conference talks.

✏️ You can see more of my writing for Intercom here.