Epic Games
Lifecycle marketing for Unreal Engine, Twinmotion and MetaHuman — global product marketing in partnership with Revenue Pulse.
Technology · Future of Work
Braintrust, a freelance platform designed for the future of work.
Braintrust launched from the IDEO Ventures portfolio with a unique approach to tech freelance marketplaces — one which redistributes value back to the freelance workforce, without impacting client experiences. We built the brand launch strategy to introduce Braintrust, and its business model, to the tech workforce.
The Opportunity
Where We Started & What We Delivered
Creating a brand launch strategy to introduce Braintrust — and their unique business model — to the tech workforce.
Braintrust launched from the IDEO Ventures portfolio to develop a unique approach to tech freelance marketplaces — one which redistributes value back to the freelance workforce, without impacting client experiences.
Because their approach creates ownership in the business for freelancers, our team worked with Braintrust to design a research project that included interviews with Silicon Valley CEOs, CTOs and CIOs to discuss their vision of the future of work.
This research project not only confirmed a shift toward a talent-led tech industry, but also confirmed Braintrust’s business model — and created warm leads with their target customers, helping to create the company’s initial client partnerships.
To support the launch, we stood up a new website, content and digital channels, and developed an integrated growth strategy to accelerate the brand’s growth.
- Where we started
- With research, not a logo. We led a research project and produced a white paper to confirm the business model and create warm leads before brand, website or channel work began.
- What the research did
- Confirmed a shift toward a talent-led tech industry, confirmed Braintrust’s business model, and created warm leads with their target customers — helping to create the company’s initial client partnerships.
- What we delivered
- A brand and content marketing engine that helped attract warm leads, convert customers, and build awareness amongst freelance tech pros and tech companies seeking talent.
The Scope of Work
What We Built Together
We led a research project and produced a white paper to confirm the business model, and create warm leads. Based on the findings of that paper, we worked with the team to complete their brand, website and channel development. Then, we stood up a content marketing plan. Six connected workstreams, sequenced so the research came first and the brand was built on what it found.
- 01
Research Project & White Paper
We designed a research project that included interviews with Silicon Valley CEOs, CTOs and CIOs to discuss their vision of the future of work, and produced a white paper from the findings — built to confirm the business model and create warm leads at the same time.
- 02
Brand & Brand Voice
Based on the findings of the paper, we worked with the team to complete their brand and develop a brand voice for a first-of-its-kind tech freelance platform.
- 03
Website
To support the launch, we stood up a new website — the place the research, the brand and the content would all land.
- 04
Digital Channels
We completed Braintrust’s channel development and stood up new digital channels alongside the site.
- 05
Content Marketing Plan
We stood up a content marketing plan — including thought leadership ghostwritten in partnership with Braintrust’s co-founder — to build awareness amongst freelance tech pros and the tech companies seeking them.
- 06
Integrated Growth Strategy
We developed an integrated growth strategy and marketing plan to accelerate the brand’s growth after launch.
Braintrust’s Content
See It Live
Brand Voice & Marketing Plan
To drive brand awareness for Braintrust, a first-of-its-kind tech freelance platform, we worked with the team to develop a brand voice and marketing plan. View now →
How Technology Is Democratizing Business Models
Collaborated with Braintrust’s co-founder to ghostwrite an article that positions their model as the future of business. Read on Medium →
Forecasting the Future of Tech-Enabled Work
In partnership with Braintrust’s co-founder, our team ghostwrote this article to capture a unique background and perspective that enabled the team to think outside of the box. Read on Medium →
Redesigning Existing Tech Business Models
As an exercise to prove the benefits of cooperative-based business models, we ghostwrote this article on behalf of Braintrust’s co-founder to explore Uber’s growth challenges. Read on Medium →
The Outcome
What Braintrust Had in Place
A brand and content marketing engine that helped attract warm leads, convert customers, and build awareness.
Braintrust came out of the engagement with a research-backed business model, a white paper that had already opened doors with target customers, a completed brand and brand voice, a new website and digital channels, and a content marketing plan aimed at both freelance tech pros and the tech companies seeking talent.
How We Got There
- Led a research project and produced a white paper to confirm the business model and create warm leads.
- Interviewed Silicon Valley CEOs, CTOs and CIOs on their vision of the future of work — confirming a shift toward a talent-led tech industry.
- Turned the research into warm leads with target customers, helping to create the company’s initial client partnerships.
- Completed the brand, website and channel development on the findings of the paper.
- Stood up a content marketing plan, including ghostwritten thought leadership with Braintrust’s co-founder.
- Developed an integrated growth strategy to accelerate the brand’s growth.
Notable Collaborations
- Braintrust’s co-founder — ghostwriting partner on the three published thought-leadership pieces.
- Silicon Valley CEOs, CTOs and CIOs — research interviewees whose vision of the future of work shaped the white paper and became the first warm leads.
- IDEO Ventures — the portfolio Braintrust launched from.
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