Email campaigns I worked on saw notable gains in CTR and conversion lift – for the former, averaging 230% over benchmark.
“Michael has become a true extension of our team, tackling a wide range of content and copywriting projects. He’s gone above and beyond to learn all about our brand, our products, and our industry – not an easy task in a highly technical field. His flexibility, communication, and responsiveness have set the bar for our other contractors.”
Rachel Haberman
Director, Content Marketing
Ivanti is a global enterprise software company serving large organizations navigating the security and productivity challenges of distributed work. Its platform spans cybersecurity, IT service management, IT asset management, unified endpoint management, identity management, and more — built for the complexity of what Ivanti calls “Everywhere Work.”
The Challenge
Enterprise software at Ivanti’s scale generates an enormous content surface area: multiple product lines, multiple buyer personas, multiple geographies, and a constant need to generate and convert pipeline across every stage of the funnel. The team needed a reliable outside resource who could produce high-quality content quickly, work directly with subject matter experts, and maintain brand and editorial standards across a wide range of formats and initiatives.
The Work
Go-to-Market & Demand Generation
Over three years, served as a sustained demand gen resource for Ivanti’s marketing organization — writing and managing email campaigns across the full funnel and across multiple product lines, geographies, and audience segments. Campaign work spanned:
- Top-of-funnel awareness and general nurture tracks
- Mid-funnel competitive and product-specific series
- Bottom-of-funnel conversion and event campaigns
- Regional variants for both North America and EMEA audiences
The volume and consistency of this work made it a core part of Ivanti’s ongoing pipeline motion, not a one-off engagement. Campaigns covered Ivanti’s full product portfolio, requiring fluency in cybersecurity, ITSM, ITAM, UEM, and identity management — and the ability to write compellingly for multiple technical and business buyer personas simultaneously.
Blog & Editorial Content
Researched, wrote, and edited posts for Ivanti’s industry-leading blog across a range of topics. Work included SEO research and optimization, direct interviews and interactions with internal subject matter experts, and ensuring technical accuracy across complex cybersecurity and IT subject matter.
AI Content Quality & Tooling
Reviewed and edited AI-generated content for factual accuracy and brand voice compliance. Built custom GPT models and prompt frameworks to help Ivanti’s team produce on-brand content at scale — establishing a repeatable workflow rather than a one-off fix.
Demand Generation Campaigns
Crafted email and demand gen campaigns across the full funnel — top, middle, and bottom — covering general nurture tracks, competitive campaigns, product-specific series, and event campaigns. Work spanned both North America and EMEA audiences, requiring adaptation for regional context and tone.
Case Studies & Customer Content
Produced customer case studies end-to-end, including conducting customer interviews and managing the review and approval process through to final publication.
SEO Pages & Glossary
Wrote and edited longform SEO pages for Ivanti’s website, with a significant focus on their extensive glossary — one of the highest-value SEO assets in enterprise IT. Also edited existing pages and content for SEO performance, brand standard compliance, and editorial quality.
Digital Advertising
Contributed to digital advertising campaigns supporting Ivanti’s product offerings, with particular emphasis on unified endpoint management.
The Result
Ivanti’s content operation gained a consistent, senior-level outside resource capable of moving across formats, channels, and geographies without sacrificing quality — from a technically accurate blog post to a polished EMEA nurture campaign to a published customer story.
Blogging, Case Studies & SEO
Email Marketing
