Sydney Dusselier

Brief: Recognizing that CFOs at mid-sized organizations are often tasked with modernizing isolated financial close processes, we created a consideration-stage buyer’s guide, The Utlimate Financial Performance Platform Buyer's Guide, to support platform evaluation and purchase decisions. 

Strategy: The goal was to move prospects from solution-aware to product-aware by addressing common questions about solution types, vendor evaluation, and pricing—focusing on actionable takeaways rather than broad thought leadership.

The core asset was repurposed into two additional guides: The Ultimate Guide to Next-Gen Finance for awareness-stage leads and Maximizing Your Prophix One Investment for existing customers, allowing us to extend the campaign across the full customer lifecycle.

Role: I was the Senior Writer for this campaign, contributing to strategic positioning, research, and copy across all guides, landing pages, and ads.

Created with support from:
- Roshanak Ghadiry, Senior Designer
- Emily Campbell, Brand & Content Strategy Manager 
- Mandy Poon, Director of Brand Marketing

Brief: Acknowledging a need for greater brand awareness within target markets, we created a brand trailer and an influencer-led video series for finance leaders at mid-size organizations.

Strategy: The goal was to modernize the brand and strengthen its ownable presence by framing Prophix as a motivational partner for finance teams. We chose a video-first, influencer-led approach to humanize our message and appeal to the next generation of Financial Analysts and CFOs, with the intention of keeping Prophix top of mind with prospects.

Results:
✔️Exceeded page visit target by 13.6%
✔️6,640 page visits from ads (target: 400)
✔️ 3,663 page visits from emails (target: 700)

Role: As Senior Writer, I contributed to the overall messaging and copy for the brand trailer and video scripts, and led the ideation and selection of Prophix’s new brand tagline–“See What You Can Do.”

See the campaign emails here.

Created with support from:
- Roshanak Ghadiry, Senior Designer
- Emily Campbell, Brand & Content Strategy Manager 
- Mandy Poon, Director of Brand Marketing
- Kirstie Hatt, Brand & Content Specialist

Brief: Building on Prophix’s proprietary survey results, we created a strategic guide to finance trends and priorities in 2023 for CFOs.

Strategy: Drawing on a campaign theme of “Be Brilliant,” we created three data-backed personas to support audience self-identification, translating survey results into relatable, actionable insights. The goal was to move prospects from awareness to consideration by helping finance leaders understand how to prioritize investments, modernize their processes, and rethink how their teams work.

Results:
✔️ 24.93% click-through rate on prospect emails (2.74% conversion rate)
✔️ 23.94% click-through rate on customer emails (12.65% conversion rate)
✔️ $450,000 in pipeline influenced

Role: In my role as Senior Writer, I synthesized and analyzed the survey results, developing personas and copy to support the survey guide, ads, and landing pages.

With support from:
- Roshanak Ghadiry, Senior Designer
- Emily Campbell, Brand & Content Strategy Manager 
- Mandy Poon, Director of Brand Marketing