B2B data · SaaS · Social branding
RocketReach Social.
A commodity category needed a brand people actually recognized.
01 — Summary
Built RocketReach's brand voice and social footprint into something distinctive — blending humor, space-age whimsy, and category authority through original video, a flagship LinkedIn newsletter, and a steady cadence of webinars and events.
02 — Challenge
RocketReach had a powerful product but a generic social presence indistinguishable from every other B2B data tool. There was no consistent voice, no editorial point of view, and no creative engine positioning the brand into culture-relevant conversations with SDRs, recruiters, and marketers.
03 — What I Did
- 01
Defined a distinctive brand voice rooted in humor, space and astronaut metaphors, and category confidence.
- 02
Launched 'The Fuel Tank' LinkedIn newsletter as the brand's editorial home for sales and recruiting leaders.
- 03
Produced an ongoing stream of original short-form videos, snippets, and campaign creative tied to topical hooks.
- 04
Programmed webinars and live events — including a sales objection-handling masterclass with KD — to convert audience into pipeline.
04 — Results
Category voice
Recognizable brand POV in a commoditized category
Content engine
Newsletter, video series, and always-on social operation
Recognition
MarCom Award-submitted social branding program
In their words
Staci stepped in on an interim basis to lead our marketing program. She did an excellent job kickstarting our overall program, coordinated between multiple agencies, and integrated directly into our leadership team.
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