ShareFile AI

Product Campaign

Led the first AI marketing campaign, earning press in major industry publications and double-digit results across channels.

- Client — Progress ShareFile
- Industry — SaaS (Professional Services)
- Date — April 2025
- Role — Content Strategy & Execution, Video Production
- Audience — SMB leaders and professionals in accounting, finance, legal, and other services
- Goal — Position ShareFile as a leader in AI-driven workflows and drive both new customer acquisition and feature adoption among existing users.
This was ShareFile’s first external campaign with AI messaging. The campaign needed to:
- Cut through SaaS and AI marketplace noise.
- Show customers that AI isn’t just hype—it’s practical, efficient, and solves real workflow pain points.
- Drive measurable impact across awareness, demand, and product adoption.
I built a multi-channel strategy that stretched across dozens of touchpoints:
- Partnered with PR to develop press release and land coverage in top trade outlets to reposition ShareFile as an AI leader.
- Launched AI landing page to anchor the campaign.
- Developed full-funnel content for every buyer stage:
  - Brand awareness blog/video
  - Thought leadership webinar
  - Practical checklist
  - In-depth ebook,
  - Evaluative white paper
- Activated multi-channel distribution across paid social, YouTube, organic, and targeted email nurture.
- Produced :30 video for paid and organic social promotion
- Set the strategic vision for ShareFile’s first external AI campaign, translating business objectives into audience-centric messaging.
- Drove the creative and channel mix—aligning awareness, education, and product positioning to accelerate adoption.
- Orchestrated executive buy-in and cross-team execution, establishing ShareFile’s reputation as an AI leader in a competitive SaaS market.

Results

In the first five months of the campaign, I positioned ShareFile as an AI leader and delivered measurable impact across multiple channels:

Press coverage in publications like Accounting Today and KM World, reaching 185K+ potential readers, reinforcing credibility in a crowded SaaS market.
Drew 9,391 users and 9,817 sessions via the landing page, generating 14 product trials with an engagement rate of 18.4%.
Maxed out webinar registrations, with 32% attendance and 48% engagement.
AI content performed above benchmark — 54% engagement on the AI blog and 199K YouTube views.
Customer adoption accelerated, with AI feature use growing 13% weekly.
Email campaign outperformed, driving a 40% open rate and strong CTA engagement.

Video Ad

I planned and executed a :30 video ad to generate awareness of ShareFile’s AI capabilities on paid and organic social.

AI Thought Leadership Webinar

I planned and executed a webinar for small to mid-size (SMB) businesses, busting common myths that prevent SMBs from adopting AI capabilities.

Fireside Chat

I planned and executed an exclusive video interview with the Director of Product Management at ShareFile to address common questions and concerns about the company’s approach to developing AI capabilities.