Sara Holyavkin, Head of Experience & Data at entrapeer

“Hillary is a proactive communicator, a super-organized strategist, and a talented writer. She built entrapeer’s content marketing roadmap step by step, establishing a brand voice that uniquely positioned us to succeed. I would highly recommend Hillary to anyone seeking to elevate their branding and streamline their marketing efforts.”

Sara Holyavkin
copywriting for startups

Entrapeer is an innovation enablement platform for enterprises seeking to discover (and implement) the most promising use cases for emergent tech.

Since the platform launched in 2022, entrapeer has become the world’s largest use case database, as well as an AI-powered market insights engine. Their clients include industry-leading corporations spanning the finance, automotive telecommunications, manufacturing, and energy sectors amongst others.

Learn More About entrapeer

The Challenge

When entrapeer approached me in June of 2021, the SaaS platform was still in development. The team had worked with their parent company’s marketing consultant to some extent, however, this consultant did not cover brand development or assist with copywriting.

Entrapeer knew that they had a revolutionary product on their hands. But they also knew that, if they didn’t have a compelling brand story and messaging to highlight this novel technology’s benefits, no one would understand its value.

So, they hired me to develop their brand voice and draft their website copy. What began as a one-off project has turned into a fruitful collaboration spanning years, and today I serve as their fractional Chief Marketing Officer (CMO).

  • entrapeer brand style guide

The Solution

Phase 1: Brand Development

We began our work by developing a solid brand foundation to direct all content and communications going forward. This process required a lot of soul searching, but through my discovery questionnaire and a few meetings, I was able to sculpt a brand that captured entrapeer’s disruptive drive, dry wit, and visionary mission to democratize innovation.

Deliverables included:

  • a core messaging framework to define entrapeer’s:
    • UVP
    • mission, vision & values
    • buyer personas
    • customer journey
    • messaging for each stage of the journey
  • a brand style guide to inform all copywriting efforts going forward
  • a visual brand identity (fonts, colors, logos, photography guidelines)
  • a positioning strategy to highlight entrapeer’s one-of-a-kind service

Phase 2: Brand Storytelling

Once we had a solid brand identity in place, it was time to write.

I began by translating our messaging framework over to the website in order to tell entrapeer’s brand story. But of course, we had so much more to share. So I began writing the blog with the goal of positioning entrapeer as a thought leader in corporate innovation.

Next came, the newsletter, pitch decks, scripts for conference pitches, and more. Below is a sample deck from our early days.

sample pitch deck presentationPlay Video

The Solution

Phase 3: Content Marketing Strategy

The website was published in late 2021, but our content work had only just begun. Entrapeer recognized the value of good content to demonstrate their expertise and connect with their audience. So they asked me to stay on the team and support their content marketing efforts.

First I devised a content marketing strategy based on entrapeer’s target audience(s) and business goals. This included email marketing, blogging, LinkedIn, lead magnets, social selling, and much more. Next, I developed custom tools to streamline content creation and set up software tools to make content management more seamless. Ever since, I’ve been helping entrapeer execute and refine this strategy.

entrapeer's brand development package: messaging, new website, SEO blogs, social media strategy

The Results

While my work with entrapeer is still ongoing, and while their SaaS platform is continuously evolving, we’ve hit some major milestones along the way.

Today, entrapeer houses the world’s largest use case database and their platform is the only one to offer problem-based search for corporate innovation stakeholders. We can count some of the world’s largest, most successful corporations among our customers and collaborate with some of the most promising startups in nearly every industry.

In terms of metrics:

The corporate LinkedIn has organically grown to nearly 800 followers

Our founder’s LinkedIn (which was our primary focus) more than doubled in follower count (2500 and counting), while his engagement and shares rose over 2200%

Entrapeer was invited to pitch at Collision Toronto 2022

Our email open rate rose to 43% (as compared to the industry standard of 20%)

Our email click-through rate rose to 7% (compared to the average 3%)

We plan to make waves in the fall of 2023 with the launch of an entirely new entrapeer experience. Stay tuned for more.

Hillary Lyons copywriter & brand strategist
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