Andrew Neal Danes

Situation

A SaaS startup that develops mobile field operation software was entering the fencing contractor vertical with no brand recognition and no industry relationships, but the market appeared to be a perfect product fit.

Task

Build credibility, connect with industry influencers, and generate qualified leads within 12 months on a total campaign budget of $10,000. The budget needed to cover research, production, and participation in the industry’s top trade show. In many cases, that budget wouldn’t even cover the event booth.

Action

Rather than chase a market we didn’t understand yet, I built something our ICPs actually needed: new data and original analysis. I produced the Homeowner Survey Report, which gave us credibility before our product had any reputation. From that anchor, I built the full campaign including webinars, case studies, sales videos, articles, press releases, and a lead nurture email sequence. At the industry’s top trade show, we ran out of printed copies of the report. After the event, our nurture campaign and sales team went to work and delivered impressive results.

Situation

Highly technical and scientific brands often struggle to find a platform that resonates with their audience online. My challenge was to build brand authority, create a repeatable content engine, and make a dense story more palatable to enterprise decision-makers.

Task

Produce a 10-episode video and audio podcast on global food security, poultry science, and agricultural policy. Own and oversee the full lifecycle including research, scripting, production, and distribution, functioning as both editorial lead and production manager.

Action

I developed the interview framework, scripted questions for each episode, and recruited guests from Shake Shack, the USDA, and leading food safety research institutions. Working alongside the external production team, I managed guest calendars, recording sessions, editing, and internal approval routing. Every episode was repurposed into a long-form article, a LinkedIn series, and email content. The podcast quickly became an important pillar of the company’s content strategy.

Situation

Healthcare financial technology is a credibility-first market. CFOs, revenue cycle managers, and healthcare administrators are trained skeptics, knowing that compliance officers and regulators always keeping an eye on their work. When you create content for this industry, you need to speak with authority and offer unique insights in order to stand out.

Task

Build a content program that earns the attention of an audience that actively distrusts brand marketing. I owned the anchor asset end-to-end: contracting the survey firm, developing the research framework, managing legal and leadership approval, writing the report, and building the full distribution campaign around it.

Action

I hired an external survey firm to field a study of healthcare providers covering payment technology adoption, patient communication preferences, and financial experience priorities. I developed the questionnaire, routed the project through legal, compliance, and executive review, and wrote the Healthcare Fintech Insights Report. From there, I built the full content ecosystem: articles, emails, social content, a gated landing page, and earned media pitches to healthcare trade publications. The report became the credibility anchor we leaned on for an entire content year.