Epicor

Enterprise software has a storytelling problem. Most brands lead with features, specs, and capability claims — and lose the human being on the other end of the sale. Epicor serves five completely distinct industries: automotive, building supply, distribution, manufacturing, and retail. Five different buyers, five different worlds, five different reasons to care.

The work started with audience strategy. We mapped each vertical's buyer — their motivations, pain points, and the proof points that would actually land — then built a content system that could flex across all five without losing the specificity that makes B2B content convert. Industry-specific content rollouts, HubSpot-driven nurture sequences, and retention marketing kept each audience moving through the funnel from first touch to renewed engagement.

Then we made it splash. The It Makes Sense and Know How to Know How brand campaigns translated audience intelligence into bold, cross-channel creative that ran in Fast Company and The Wall Street Journal — positioning Epicor not as a tech vendor but as the essential partner for the world's most essential businesses. Smart, targeted content strategy in the background. A high-visibility awareness campaign in the foreground. The two working together to build credibility and pipeline at the same time.