Tackling the Challenge of Customised Content

The Twilio Independent Software Vendor (ISV) Sales team in the Asia-Pacific region faced a pressing challenge: they lacked adaptable, customised content for their speaking engagements across diverse markets.

Our team was tasked with creating a versatile presentation deck tailored for events throughout the year. The goal? To spotlight industry trends while focusing on two critical verticals in the communications technology resale market—telecom and technology.

Collaboration, Research and Visual Design Come Together

We began by working closely with Twilio’s subject matter experts to align on key objectives and priorities. This collaboration was followed by in-depth desktop research into telecom and technology industry trends across APAC, ensuring the content was both impactful and highly relevant.

The report produced during the research stage backed the PaperplaneCo team in creating a story around current trends, and gave the Twilio Sales team data to work with, in their own independent Sales initiatives. The desktop research report covered corporate spend in telco, consumer behaviour and trends in technology and telco, 

Drawing inspiration from the theme of construction, we developed a unique visual concept that unified the presentation. Alongside this, we crafted a cohesive narrative and talk track to elevate the impact of the deck at events. The result? A visually engaging and strategically versatile presentation that Sales teams successfully deployed across the region.

Designed for Flexibility and Thought Leadership

The deck was designed not just as a one-off tool but as a strategic complement to Twilio’s internal pitch deck, which delved deeper into specific solutions for interested prospects. Fully customisable, it features a series of slides with research tailored to multiple key APAC markets. This flexibility empowers Sales leaders and representatives to adapt the presentation to resonate with regional priorities and audiences.

In September 2021, Lysol Pro Solutions, a Reckitt brand, and Grab Philippines launched a webinar that has drawn over 4,600 viewers to date.  Experts from both teams came together to educate GrabFood and GrabMart merchants about hygiene science during the COVID-19 pandemic and introduce the Lysol Pro platform.

ADDRESSING A STRUGGLING INDUSTRY

At the time of the webinar, during the pandemic, the food delivery and restaurant industry had taken a major hit. Sensitive to the audience’s situation and needs, Lysol wanted to take a conversational, information-first approach to the webinar, putting education around hygiene and rebuilding trust in a struggling industry above all else. The content revolved around what viruses are, why they’re different from bacteria, and practical tips for keeping safe.

INTRODUCING A NEW WAY TO BUY

In addition to the educational content and how-tos, the webinar informed viewers of a special offer for the Lysol Pro platform. Combined with a special offer for restaurants, online sellers, and other hospitality businesses in attendance, the Lysol Pro platform was positioned as a way for business owners to efficiently purchase Lysol products that help to protect their businesses and keep customers healthy. 

ONBOARDING A GLOBAL TEAM OF SPEAKERS

The Reckitt and Lysol team came up with great ideas and enthusiasm for sharing their team’s expertise. With their leadership, the PaperplaneCo team worked with an all-star lineup of experts on hygiene, including Aleli Arcilla, President and General Manager at Reckitt Philippines;  Blake McKeown, Commercial Director AMEA, Business Solutions; Dr. Lisa Ackerley, Director of Medical & Scientific Engagement, Hygiene Research & Development; and Chef Rosebud Benitez Velasco as the webinar’s host.

The project managers at PaperplaneCo took care of introducing the project to the speakers, onboarding them through the webinar script and speaking process, and ensuring that the team felt comfortable before and during the live event.

CREATING CONTENT THAT KEEPS ON GIVING

PaperplaneCo worked alongside the expert speakers to develop a webinar structure that prioritised education, science, and how-tos for merchants and workers handling food on a daily basis. The Reckitt and Lysol Pro team wanted to take a conversational approach to the webinar—and engaging visuals—to ensure the scientific content did not feel like a lecture. PaperplaneCo also developed promotional copy around the event, which attracted over 1,500 live viewers when it aired on Zoom.

The webinar is still available online and has continued to grow, drawing in more than 3,100 on-demand viewers to date.

Xactly reached out to PaperplaneCo to develop a cohesive global campaign targeting its buyers to drive awareness and demand for one of its products, Xactly Forecasting. In addition to driving awareness, a broader campaign was developed to capture demand, drive demand generation, and drive pipeline.

As part of this greater campaign development, PaperplaneCo recommended an ebook asset to explore Revenue Operations – an emerging function at many organisations.

The ebook, The Road to RevOps, serves as a comprehensive guide to answering key questions surrounding RevOps transformation as it relates to agile workflows, integration, and revenue growth. It serves as a guide for leaders who want to assess their organisations’ current maturity, drive their own RevOps transformation and become prepared to overcome challenges along the way.

Interested in learning more about our campaign development? See another element of the overarching campaign.

Xactly came to PaperplaneCo to create a video that would resonate with viewers at the top of the sales funnel, while also building awareness around other products for those deeper in the funnel.

STORY

Our objectives for this video were:

• Demonstrate how IRP accelerates the GTM process, emphasising agility and speed
• Incorporate Xactly’s updated branding and driven, goal-oriented brand voice, through a carefully written narrative and curated music
• Ensure viewers walk away with an idea of what Xactly technology can do for go-to-market planning, revenue team performance, and pipeline management & prediction
• Touch on Xactly’s unique selling points in a short video
• Enable the Xactly team to use snippets of the full-length video across social media

DUAL AUDIENCE

This video needed to reach two distinct audiences:

• Top-of-funnel viewers unfamiliar with the brand 
• A section of mid-funnel and current customers who were only familiar with one of the products in Xactly’s wider platform of solutions

THE VIDEO

Our team opted for a fresh, humorous take to capture viewer attention. The 68-second video starts off talking about things people never say.  The story continues by introducing the idea that Xactly wishes more people would show their love for salespeople. Next, we show off several tools and features from within the Xactly Intelligent Revenue Platform, and highlight one of the brand’s USPs: their strong historical dataset for benchmarking.

This video was built for the long haul. It was initially translated into French and German for Xactly’s audience. More than two years later, this video is still the featured video on Xactly’s YouTube channel and has been updated with current numbers and a new typeface.

As a global leader in communications technology, known for transforming the way businesses connect with their customers, Twilio needed two keynote decks that would elevate their Sales and Product leaders in the APJ region. They wanted dynamic presentations that could capture attention and drive meaningful conversations at key industry events.

One of the decks, initially created for Twilio Segment’s Head of Solution Engineers, became a powerful tool embraced by their sales teams, sparking new conversations and driving engagement on stages around the globe.

URGENT STORIES, COMPELLING NARRATIVES

The deck, titled From Puzzle Piece to Masterpiece: Do your data and technology strategies allow you to see the whole customer story?, addressed a key question for business leaders across APAC: Is our data actually serving our business?

The keynote adopts a thought leadership approach, likening data to puzzle pieces—interesting but incomplete without the right framework and technology. Twilio Segment’s Customer Data Platform (CDP) is presented as the solution that unifies these pieces, empowering businesses to assemble the complete customer picture—the masterpiece—and take action,

Originally commissioned for the Head of Solution Engineers at Twilio Segment APJ, the deck has gotten a lot of mileage, being used by multiple sales representatives on multiple stages and in multiple languages.

KNOWLEDGE PARTNERS: PRODUCTS AND MESSAGING

In our continued collaboration with Twilio, we’ve created over 16 unique decks for teams across Sales, Product, and more. We’ve supported their efforts to transform complex products like Segment, Flex, and Comms into presentations that resonate with their varying audiences. From executives to sales leaders in APJ, these decks have played a key role in both live and virtual events, fostering thought leadership content that connects and informs.

LET’S TELL YOUR STORY

Ready to tell more compelling stories to your audience? Learn more about our presentation design work. 

After a successful first season, the Adobe Commerce Accelerator Webinar Series came roaring back with a second season featuring six two-part episodes. Each episode contained a thought leadership part and a more technical part that showed off the software.

The first season of the series, under Magento Commerce branding, explored modern consumers and their needs. It explored how new technologies and business models were upending entire sectors, creating ongoing waves of disruption for every business — and it was a success with over 90% of attendees reporting that they found the series helpful. Season 2 was developed as a practical business roadmap, putting a spotlight on the Adobe Commerce tools that help organisations advance and adapt quickly.

A SERIES THAT EMPHASISES SIMPLICITY IN A SEA OF COMPLEXITY

Commerce, by nature, is full of complexities. Adobe Commerce’s target market includes commerce brands with varied product catalogues, working in multiple markets and using multiple currencies, and running on multiple sites and channels. The array of Adobe Commerce solutions is also complex, allowing enterprises with diverse needs to grow and optimise their performance. The aim of this series was to acknowledge the complexities of doing day-to-day business while highlighting solutions in a straightforward way.

CREATING A PRACTICAL BUSINESS ROADMAP

Sometimes, the best approach is to take it step by step. To encourage viewers to put their knowledge into action and drive business transformation — without feeling overwhelmed — the episode list was developed to reflect a step-by-step approach, moving through specific areas of the business that can be optimised with Adobe Commerce. The premier episode gave viewers a high-level look at Adobe Commerce. The second episode focused on increasing customer lifetime value among current customers, an easy yet valuable place to start for any existing business. The episodes moved forward through improving the checkout experience, reducing purchase friction, and keeping customers engaged via content. The season wraps up with a recap of the many key ways Adobe Commerce technology can help.

DESIGNED FOR ENGAGEMENT

No lectures found here! This series was designed for interactivity. Each episode of Season 2 contains two separate events, helping to separate thought leadership content from solution and demo content and preventing viewers from needing to digest too much information at once. Each part-one “webisode” was divided into sections, including introductions, learning objectives, theory and research presentations, case studies, and a coffee chat segment, followed by a live Q&A session and resource sharing. Each part-two “webisode” included introductions and learning objectives, a product demo or case study interview, and time for Q&A, giving viewers a chance to see Adobe Commerce features in action. Having a host, multiple speakers, and the coffee chat format made each episode lively.

BUILDING OUR TEAM’S KNOWLEDGE

The first order of business when we create a thought leadership keynote is getting to know the speaker’s objectives, as well as understanding the keynote’s target audience and pain points. This process includes an interview with the speaker, who is the subject matter expert. Then, we work with stakeholders to create a concept that both resonates with the speaker and aligns with business objectives. 

The process continues with research on the topic, including resources provided by the client and external studies, where we build the main arguments. In this case, we made the case for turning to individualisation early and collecting quality zero- and first-party data before third-party cookies go extinct.

LETTING THE SPEAKER’S PERSONALITY SHINE THROUGH DECK DESIGN

This speaker wanted a keynote that would extend beyond the show, so he could use it time and time again, and make it a part of his personal brand. We were asked to take a fresh and fun approach to this project, with memorable imagery and thought-provoking quotes and data. In terms of style? Think delicious-looking cookies and GIFs, not bullet points!

DRIVING CONVERSATIONS AND CONVERSIONS

By incorporating the speaker’s style and personality into the keynote, we were able to drive conversations after the keynote session. By driving attendees to Twilio’s booth, where cookies (the edible kind, of course!) were conveniently available, the conversation continued. Attendees were also encouraged to download Twilio’s recent CDP report, giving Twilio another lead-capturing touchpoint with prospective customers.

To take the speaker’s presence and the cookies and cream topic even further, our team also created an accompanying blog post based on the keynote’s content and deck imagery.

Our approach to crafting compelling keynote presentations is rooted in our deep understanding of our client’s target audience and pain points. We collaborate closely with stakeholders to develop a messaging strategy that resonates with senior leaders in the industry and positions the brand as a market leader, while also positioning the client stakeholder as a thought leader.

THE IMPORTANCE OF THIRD-PARTY EVENTS

Third-party events provide an unparalleled opportunity for brands to connect with prospects and raise awareness. These events are often attended by industry leaders, decision-makers, and other key stakeholders, making them an ideal platform for brands to showcase their expertise and establish themselves as market leaders.

Our team tailored the presentations to senior leaders in the industry, ensuring the content was relevant and valuable. The presentations were designed to deliver an engaging, powerful experience that would inspire the audience to take action.

By using a combination of compelling storytelling, powerful messaging, and visually engaging slides with interactive and animated elements, our team captivated the audience’s attention and left a lasting impression, motivating them to take action.

CATERING TO C SUITE

Our team approached the project with a strategic mindset, working closely with Adobe to understand their target audience and pain points. We crafted a powerful storyline that addressed these pain points and positioned Adobe’s solutions as the key to solving these challenges.

Our team’s writing and design skills were instrumental in creating engaging presentations that delivered the key messages in a memorable way. We wrote speaker scripts that were tailored to senior leaders, using powerful language and examples to bring the story to life.

Our captivating slide design with interactive and animated elements complemented the speaker’s script, creating a visually engaging experience that kept the audience’s attention throughout the presentation.

We took a full-service approach to the project, handling everything from developing the story to designing the slides. Our team worked closely with Adobe to ensure that the presentations were on-brand and aligned with their messaging, demonstrating our ability to deliver a comprehensive content solution that met our client’s needs.

Our team placed emphasis on captivating slide design with interactive and animated elements that complemented the speaker’s script.

Our design approach ensured that the visuals were not overloaded with text, creating a balanced and effective presentation that complemented rather than competed with the speaker’s presence on stage.

BUILDING PERSONAL BRANDS

Events not only generate brand awareness but also build the reputation and personal brand of the client stakeholder. We work closely with the individual to understand their passions, personal style, and unique voice, crafting keynote presentations that reflect their brand and position them as thought leaders in their industry. In doing so, we increase their credibility, build trust with potential customers, and ultimately drive conversions.

DESIGNING CONTENTS FOR HYBRID EVENTS

As the event landscape continues to evolve, hybrid events with both in-person and online attendees are gaining traction. We use tools like Mentimeter to engage both offline and online audiences simultaneously, ensuring a seamless experience for all participants, making the experience more engaging and memorable.

Our team’s ability to adapt to these changing event formats and incorporate innovative solutions like Mentimeter into our content strategy is a testament to our position as a leading content agency that stays ahead of the curve.

We understand that delivering an immersive and memorable experience for both online and offline audiences is crucial to the success of a hybrid event.

By incorporating interactive elements, we can deliver an experience that resonates with audiences and leaves a lasting impression.

The success of our approach is evident in our partnerships with leading brands and our ability to create thought-provoking keynote presentations that position our clients as thought leaders in their industry.

STORY

When it comes to partnership vision videos, our approach is to start by showing that we get you.

In this case, with the change in management, we researched the new CEO to gain an understanding of where he wanted to take the company. One line in particular stood out to us:

“To become a tech powerhouse, we must continue to adapt to the changing marketplace and evolving customer needs”

And in thinking about what it means to be a tech powerhouse, and historically tracing Xerox’s roots back to its heyday when they invented not just the copier, but also many other UI innovations, we decided to ground the emotional hook and story proposition around the idea that:

Every Copy Starts with an Original.

Xerox.

The Original Tech Powerhouse.

Now better than ever with SAP.

To produce this video, we researched footage from the Xerox Archives (thanks, YouTube!) and cut together a fast-paced, super inspirational video that got everyone proud and excited to be a part of the Xerox legacy.

The video was an absolute hit and SAP retained the account. To prove that that’s not just salesman-speak, Xerox eventually commissioned us to adapt the video for public broadcast and continue to use the video to open their own internal events.

BACKGROUND

We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

This approach to micro, bite-sized learning was important because we were targeting senior managers and upward-bound leaders that were working in the ever-evolving commerce environment. We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

The idea was Learn-Something — Do-Something.

The course was offered in two formats:

• Pulled via LearnWorlds, a learning management system
• Pushed to inbox via Marketo

SYLLABUS

The first program in the Commerce Learning Series was divided into 5 courses.

Over 8 weeks the courses covered the following topics, culminating in an exclusive workshop hosted by Martin Lindstrom that empowered the student to become a persuasive and effective agent of change within their organisation.

1. The Customer-First mindset – understanding the impact of CFM
2. Know your customer – persona profiling and journey mapping
3. The ROI of CFM – the business impact behind the CX imperative
4. Advocating CFM to the C-Suite – how to drive change and communicate with internal stakeholders
5. The CFM Boardroom Canvas – developing a unique roadmap that puts your customer at the heart of your business

PaperplaneCo developed the syllabus, wrote the course content and went on to:

• Design the ebooks
• Produce course videos
• Produce the keystone events
• Build the content on the Learning Management System (LMS)
• Manage reporting on the LMS
• Develop campaign content and drive the course promotion

KICKSTART DAY 

CAMPAIGN FLOW

COURSE EXPERIENCE

COURSE VIDEOS

COURSE BOOKS

STATISTICAL DATA AND COURSE INSIGHTS

To determine and understand how each course has performed in LearnWorlds, we created a reporting template using Google Data Studio to track audience trends, social interactions and key highlights to see how each learning course performed overall.