Bigtincan | Campaign Concepts
Bigtincan needed a campaign that could connect several product stories—AI, sales readiness, content visibility, onboarding, and revenue impact—without turning into generic B2B tech language. I contributed to two campaign directions (out of four total), including the winning concept. My role included manifesto development, headline and tagline exploration, strategic rationale, and close collaboration with the art director to connect the copy direction to the visual system.
Project type
Campaign concepting, manifesto development, headline exploration, strategic rationale, copy/art collaboration
Audience
Sales leaders, marketing leaders, revenue teams, enablement teams, and organizations managing distributed sales teams, complex content ecosystems, onboarding challenges, and AI adoption pressure
My approach
I start by identifying what the audience is trying to make sense of, what pressure they’re under, and what emotional obstacle the campaign needs to move them through. Understanding that shaped the campaign thinking. The concepts needed to create momentum without blaming teams for being slow, and clarity without treating hesitation as a lack of innovation. Especially in AI-era marketing, the best copy is is centered around a better diagnosis, not just faster language generation.
CONCEPT 1: MOMENTUM, MADE POSSIBLE (Winning concept)
Disconnected system create drag. Bigtincan helps revenue teams move with more confidence by bringing content, readiness, and AI into a clearer working rhythm.
The concept gave the art director a strong visual language while keeping the business promise grounded in the platform’s value: less chaos, more usable momentum.
concept 4: the clarity to move
Hesitation isn’t always resistance. Sometimes teams pause because the information, systems, and training around them are unclear.
This concept gave buyers a more empathetic entry point. Instead of shaming them for moving slowly, it acknowledged that forward motion requires alignment, not just pressure.