As Senior Manager of Sales Outreach at Upwork, Brian Murphy and his team are responsible for producing content that the sales organization at Upwork can use to engage prospects and customers at various points in the customer journey.
The challenge was - Upwork's multi-persona and multi-use case customer profile made it hard to scale content production – that’s when Brian discovered Regie.ai.
Upwork’s Enterprise Suite is a flexible workforce solution that enables organizations to connect with highly-skilled talent from across the globe.
As Senior Manager of Sales Outreach, Brian leads the production of sales and marketing campaigns targeted at a wide array of prospects and customers at various points in the customer journey.
Upwork is unique in its ability to serve several functions within businesses across numerous industries. CEOs, CFOs, CMOs, CPOs/CHROs, CTOs and COOs all turn to Upwork to implement more efficient and scalable talent strategies.
"We have so many personas we need to target with our content because our solution really can support every aspect of an enterprise business," says Brian.
Brian and the Sales Enablement team at Upwork built a strong reputation for delivering a high-quality output.
However, this presents an inherent challenge – it’s difficult to scale across a multitude of internal sales teams selling into a wide variety of scenarios.
Luckily, Regie.ai provided an avenue that allowed the Upwork team to use automation to scale up their content creation efforts.
"Our ability to scale content production is critical to our success. This was difficult before Regie.ai because we were without an automated process for content production."
Brian discovered Regie.ai during his market research and he was pleased to learn that Regie.ai could help the Upwork Sales Enablement team use automation to iterate on evergreen campaigns based on changes to the persona, industry, or value proposition.
"During the buying process, I had access to the whole Regie.ai team, who helped me understand the platform in its current state and prepared me for where Regie.ai's capabilities will be going in the future."
With Regie.ai's help, Upwork's content production rate scaled by up to 40%, enabling them to ensure that their sellers had the necessary content to engage with customers at all points of the deal cycle.
Using Regie.ai, Upwork has improved its content development process by consolidating information into a central database – involving key teams such as brand marketing, product marketing, marketing insights, sales training, and enablement. This helps standardize their content development process and gives Brian an additional layer of predictability into campaign performance and the outcomes he can drive for the business.
"Our ability to take inputs from key teams and consolidate that information into a central database, and quickly reference that in an automated way is so impactful. Human recall just couldn't do that."
Brian and his team use their CRM as a guide in prioritizing target audiences for Upwork's sales team. Brian then passes along essential information - such as persona type, pain points, and value props - to his team's copywriters so they can craft persuasive campaigns quickly and easily with Regie's help.
"Essentially, Regie.ai helps us generate differentiated and compelling messaging tailored to each persona while we supplement it with marketing assets to add more context to our outreach efforts."
Additionally, Regie.ai provides Upwork with a platform for collaboration and sharing, as well as an email analyzer to ensure that all email touchpoints are optimized for best practices. The platform also automatically exports email campaigns created in Regie.ai directly to Outreach, saving time and removing the technical requirement for Upwork's team.
Thanks to Regie.ai's partnership, Upwork was able to increase their content production rate by 40%, increase their availability of content by 300%, and improve their overall campaign conversion by 17%.
"Regie.ai allows us to scale our content production to ensure that our sellers have the necessary means to engage with our customers at all points of the customer stage or the deal cycle. And for revenue leaders like me, Regie.ai enables predictability in campaign performance and the outcomes I can drive for the business."
If you're an industry-agnostic organization looking for a solution to help you standardize and scale high-quality content production, Regie.ai is the perfect platform.