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Long-form

• eBooks • White papers
• Reports • RFP responses

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2 × eBooks for leading software company
 


The client:
Software developers specialising in digital workflow


The brief:
ServiceNow asked me to produce 2 major eBooks to establish their thought leadership in both employee and customer experience.
 

Comprehensive and insightful, the ideal lowdown we needed on the future of EX and CX.

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Kathy Neff
Director of Product Marketing

Disregard the inconsistent capitalisation of the title—the client requested sentence case, but sometime during design this one ended up erroneously capitalised. The horror of this incident still keeps me up at night.

My eBook was a key component of Avaya's Think Connected in Healthcare campaign, which won Silver at the Association of National Advertisers' 2024 B2 Awards.

>150%
ROI

26
opportunities

1m
impressions

219
healthcare leads

62
NHS leads

>1.5k
email opens

12
deals won

eBook for multinational tech company
 

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The client:
Leader in CX, cloud collaboration and contact centre solutions

The brief:
Avaya was looking to expand its reach within NHS accounts, so needed to deliver more relevant messaging to the right people at the right time.

Despite the deluge of healthcare content bombarding these individuals, the client was confident there was space for a layer of ABM serving more targeted, personalised, intelligence-led activity to key accounts through sales and marketing channels.

Avaya ideated a full-funnel ABM campaign, Think Connected in Healthcare, featuring a content hub to drive audiences down the funnel. Central to this hub would be my eBook, positioning Avaya as the communication and collaboration partner for the NHS, innovating experiences without disruption, and providing a steppingstone approach to digital transformation.

After familiarising myself with Avaya's products and processes, I threaded the campaign's overarching theme of Think connected through the 4,000-word eBook, conveying to key NHS decision makers how working with Avaya would transform and enhance experiences for staff and patients alike.

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Dave O'Shaughnessy
Healthcare Vertical Lead, EMEA & APAC

The most insightful and valuable British healthcare content I've encountered. A golden chalice of information and collateral. I've never seen anything so comprehensive targeted at a single vertical in my 18 years at Avaya. The big players like Cisco and Mitel don't have anything like this.

eBook in partnership with Microsoft
 

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The client:
Multinational IT services and consulting firm

The brief:
DXC requested a hero asset promoting their virtual desktop, created in partnership with Microsoft and cloud computing and virtualisation tech company Citrix Systems.

The eBook needed to explore the benefits of DXC's virtual desktop, and how companies could draw on their expertise to enhance their own digital employee experiences.

 

At DXC we're very particular about the technicalities of our virtual desktop, but we were proud to promote this fabulous 4,000-word hero piece.

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Danielle Velecka
Product Marketing Lead

3 × eBooks for system software company
 

 
The client:
Leading provider of enterprise cloud applications for HR and finance

The brief:
Workday requested a trio of eBooks demonstrating how their platform could deliver long-lasting change to the insurance and financial industries.

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Leona Keung
Senior Marketing Manager

Encapsulates the Workday platform for a wide-ranging audience—great job!

Disregard the inconsistent emboldening of the title—this happened sometime during design. The horror of this incident still keeps me up at night.

Report for specialist insurance provider
 


The client:
Insurance provider developing emerging-risk products like cyber, fintech and digital health insurance


The brief:
CFC Underwriting asked me to write a report supporting the launch of one of their emerging-risk products, carbon default insurance.

 

I had no familiarity with the subject, and only 7 business days to synthesise 30,000 words of sources and in-house data into an insightful piece designed to position CFC as leading the way in the carbon market.
 

Joseph turned around an expertly written report in just 7 business days, and it’s become a vital asset in a recent marketing campaign. He communicated in great detail, liaising with multiple stakeholders and fielding feedback in rapid time. Joseph researched the subject so thoroughly that our amends were minimal, and solely technical.

We were incredibly impressed by our first project with Joseph, and it's paved the way for an excellent working relationship ever since. I can’t recommend him highly enough!

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Hannah Winchester
Senior Marketing Manager

RFP response for creative agency
 

 
The client:
Integrated creative agency for B2B tech brands

The brief:
MOI Global was crafting an RFP response for Aruba, the industry leader in wired, wireless and security networking solutions for the experience edge. An outsider compared to big spenders like Cisco and Juniper, Aruba needed a way of outsmarting the competition. This theme would ultimately go on to form the crux of my RFP response for MOI: How partnering with MOI will help Aruba optimize its global budget for success.

Rather than shying away from the fact that Aruba was something of a minnow against such industry behemoths as Dell, Huawei, Fortinet and Palo Alto, I fully embraced the theme of the disruptive underdog.

 
I drew parallels between Aruba's position as unabashed industry challengers and MOI's own recent history as disrupters, having tripled in size over the past 3 years, as 'Every day we face down big agencies with even bigger resources—and, more often than not, we get the win.'

I collaborated with MOI's designers to build a gorgeous and immersive deck, stuffed with stats, graphics, case studies and stakeholder profiles, interspersed with inspirational quotes and bitesized tales of underdogs gaining the upper hand in sports, history and mythology, bombastically and unapologetically driving the point home. In the meantime, I produced a mammoth 6,000-word exposition of MOI's response to serve as further reading for Aruba's stakeholders.

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Helen Haigh
Digital Delivery Director

Joseph is a master of words, an expert at making technical information simple and engaging. He's always ready to help, and works hard to turn things around fast.

3 × eBooks for leading travel company
 


The client:
Travel specialists working with banks, airlines and hotel groups to streamline CX

The brief:
Collinson needed to boost growth and brand awareness in the Middle East. Most banks in the region were already aware of the company, but only for its travel benefits programmes. The challenge now was to connect these to Collinson's wider loyalty and customer engagement expertise.

As part of their ABM campaign, Collinson requested a trio of hero pieces demonstrating how their capabilities set them apart in the marketplace. These needed to align with their sales and marketing efforts across every activation phase, and show leaders and budget holders at Middle Eastern banks just what was possible when partnering with Collinson.

We successfully implemented an ABM strategy targeting 9 key retail banks in the Middle East, strengthening existing relationships, regaining our reputation, and opening new revenue streams. In just 4 months we've reached significantly more potential clients, enhanced brand awareness and credibility, and increased our sales pipeline.

Amy Stafford
Senior Marketing Manager, EMEA

61
new target account leads

75%
marketing revenue share
May–August 2023

24
warming leads

3
MQLs

8%
pipeline attribution

Disregard the dodgy capitalisation of Achieving in the title—I explained that capitalising here is only correct (in US English) when the text after the colon constitutes a complete clause, but my cries went unheeded. (I also recommended not using the slightly weird term customer-obsessed, but my cries likewise went unheeded. The horror of this entire incident still keeps me up at night.)

White paper for software provider
 

 
The client:
Developer of attribution, ad tracking and AI optimisation software

The brief:
Market-leading software provider Hyros asked me to produce a white paper outlining the current state of cookies in 2024 and the future of ad tracking, to be coauthored with their digital marketing partner Pixated.

Hyros wanted the paper published in time for Q2, so as to still be highly relevant for the year. I rapidly turned around a 3,000-word exploration of the subject, ensuring it was accessible to both a technical audience and broader readership.

Carina Munro
Head of Marketing

We're incredibly excited to promote this, it looks amazing!

Lead magnet eBook for marketing agency
 


The client:
Fast-growing digital marketing agency

The brief:
Rapidly diversifying their performance marketing solutions in 2024, Pixated asked me to create an eBook packed with actionable insights to attract leads for their nascent PPC management service.
 

Joseph conducted in-depth research to produce this high-quality 3,000-word asset specifically aimed at marketers who had grown dissatisfied with their Google Shopping campaigns, all while preserving the upbeat and helpful TOV he's been honing for us for years at this point.

Arham Khan
Founder and CEO

JMB Copywriting           joseph@jmbcopywriting.com           (+44) 7367 886 918           Company reg.: 13037841

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