Slack was a media and tech darling. It grew so fast, its messaging couldn’t keep up. Was it a startup company’s favorite email killer, or an enterprise collaboration tool? Its early adopters were small tech companies and engineering teams, but the next frontier would require a larger user base — going “wall to wall” and spanning multiple functions in the enterprise.

A year before the IPO, Slack began to hone its messaging for broader appeal. And we were brought in by the talented UK content marketing agency Velocity Partners to help.

Working with the marketing team and the global head of sales, we created a comprehensive playbook and point of view for marketing to sales leaders, along with a full suite of content (PDF downloads, social media campaigns, explainer GIFs, and videos) to illustrate how Slack greases the skids in a complex sales process. We then repeated this for selling to other functions, like IT, HR, and engineering.

At the end of the project, Slack went public in a very successful IPO.

Custom content created for sales leaders: interactive carousel ads for LinkedIn, a series of animated GIFs, and a testimonial video.

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