Marketo/Adobe
For six years, I worked for Marketo and (following its takeover) Adobe marketing execs creating ghost-written thought-leadership content. I must have been doing something right, as I was lucky enough to be retained by three successive marketing VPs as their personal thought leadership writer.
The work
How we did it
Each month I’d have a call with the exec and we’d figure out what they had fired them up and what they wanted to say. The beauty of this set up is that it wasn’t restricted by corporate messaging or a reluctance to talk openly, and once I’d proved I was trustworthy and capable, we were left to get on with it.
The results
The growth in profile we created with regular posting helped one of the execs land a new job in a more senior position. I didn’t know it at the time, but raising his profile to specifically appeal to potential employers was one of the reasons he wanted me to write for him.