ARC XP
Building a Messaging System That Scales
(and Uncovering What Actually Drives Engagement)
Arc XP needed messaging that could work across industries and audiences—and a campaign that could reveal what prospects actually respond to.
01. The Challenge
One Platform, Multiple Audiences
Arc XP serves broadcasters, publishers and media conglomerates—each with distinct business models, pressures and definitions of value. And within each industry, executives, editors and technical leaders evaluate solutions differently.
The messaging needed to stay consistent—but flex across both industry context and persona.
02. The Approach
Finding the Narrative Pulse
Led workshops to define industries, audiences, priorities and decision drivers to create a structured messaging framework that:
• Establishes a clear, consistent voice
• Adapts by industry, segment and persona
• Scales across web, campaigns and sales
Then created a multi-channel nurture campaign across email, LinkedIn and Reddit focused on the consideration stage.
The goal wasn’t just action—it was understanding what drives it.
03. THE Results
Metrics Meet Meaning
Engagement was strong across channels, with email open rates reaching up to 27%, paid social outperforming benchmark expectations and website engagement exceeding typical baselines. But more importantly, the campaign revealed a clear pattern in how different audiences engage.
Product-led content, demos and case studies saw limited traction, while research, benchmarks and insight-driven content consistently drove deeper interaction. The takeaway wasn’t about conversion—it was clarity. At this stage, across industries and roles, prospects weren’t looking to buy. They were looking to understand.
The result is a messaging system that holds across complex audience and industry dynamics, and a clearer, evidence-backed view of what content actually earns attention and engagement early in the decision process.