Sana case study: a voice-led content plan

Sana.ai

A voice-led content plan to book more meetings.

TL;DR

Client: Sana, a hypergrowth AI scaleup in the L&D space.

Problem: Sana wanted more meetings, but its content didn’t sound like them or say why they were different.

What I did: Defined how Sana's content voice sounds, co-built a plan around that voice, interviewed internal and external stakeholders, authored longform and social content.

Result: Reduced the cost of high-quality booked meetings by 4x in under 6 months.

"She helped us create the fuel for our demand generation engine from the ground up".

Lauren Crichton, Marketing Director, Sana.ai

The brief

Copy | Content | Ghostwriting

Sana was prepping for Series B. They needed a storyteller who knew the HR space.

More than that: Sana needed a writer who understands their customer’s problems. And interview them, to learn their stories. To craft nuanced stories that would deliver ARR and growth.

The friction

SEO-packed blogs weren't the right fit for Sana's brand. To deliver compelling and effective B2B SaaS communications to bring warmth, humanity and sell the benefits of a product to their Ideal Customers.

Results

Seriously, do you ever share an ad? Love something so much you ping it to a friend? When the content works, it works. (Figures from one of Sana’s lead SDR, shared with permission when I finished the project in 2023).

5,362

profile views from one piece

1,175

Marketing qualified leads

My content lowered the cost of meeting acquisition four-fold.

The review

"Ann was more than a freelance writer to us; she was part of our team.

Collaborative, supportive, and flexible, Ann adapts to the changes of a fast-paced scaleup and communicates brilliantly.

She helped us create the fuel for our demand generation engine from the ground up.

Thanks to her customer and brand-led approach, Ann embraced the Sana tone of voice while consistently writing with empathy and nuance —whatever the context."

Lauren Crichton, Marketing Director, Sana.ai