


The Client
Skillable’s goal is to take hands-on learning and deliver it anywhere digital and software skills are required to do a job, acquire a job or grow in a job.
Skillable skilling is the future of training and it’s hands-on. Experiences will be supplemented by videos and instructors, not vice versa. Challenge-centric learning is the next instructional design model. Validated skills development through scored labs and shared labs will innovate hands-on learning and we’ve been the category leader since 2004. Performance Testing (PBT) is the future of certification and badging.
The Challenge
Skillable knows that training and assessment professionals have numerous duties, and they can't adapt as quickly as they need to with the constant changes. Their employees are often a wide set of users, with a variety of learning styles, knowledge base, and familiarity with our software—making training even more complicated. Maintaining their training curriculum is tough—between trying to keep up to date with software changes and maintaining all the different labs we've created. Finally, companies, even enterprises, have limited resources and budgets to update training labs and keep current.
The Strategy
The marketing strategy leveraged a multi-channel approach to engage prospects at all stages of the funnel, focusing on 26 key accounts. LinkedIn ads and banner ads were deployed to build awareness and drive engagement, while account-based emails provided personalized messaging to nurture prospects further down the funnel. To align efforts, a highly-targeted sales playbook was developed, equipping the sales team with tailored outreach strategies to convert interest into action. This integrated approach ensured consistent messaging across channels, driving engagement and optimizing conversion opportunities within the priority accounts.
The Strategy
The marketing strategy leveraged a multi-channel approach to engage prospects at all stages of the funnel, focusing on 26 key accounts. LinkedIn ads and banner ads were deployed to build awareness and drive engagement, while account-based emails provided personalized messaging to nurture prospects further down the funnel. To align efforts, a highly-targeted sales playbook was developed, equipping the sales team with tailored outreach strategies to convert interest into action. This integrated approach ensured consistent messaging across channels, driving engagement and optimizing conversion opportunities within the priority accounts.

The Creative
The "Guessing Can Get Messy" concept highlights Skillable's core messages: "Skillable provides the most efficient path from proficiency to mastery" and "There’s a fine line between knowing and guessing."
The creative design, featuring a test sheet marked with key messaging input into multiple choice answers, vividly illustrating the inefficiency of guesswork. Skillable’s targeted training solutions replace uncertainty with clarity and mastery, equipping employees with the skills to excel. This concept resonates across industries, reinforcing Skillable’s role in transforming guesswork into expertise for a more productive workforce.




Client: Skillable
My Role: Writer, Strategy
ACD: Pete F.
Art Director: Leslie P.
This up-sell playbook targeted existing account to encourage referrals within other business units. It included 5 different tracks depending on the client relationship with multiple touch points.


This up-sell playbook targeted existing account to encourage referrals within other business units. It included 5 different tracks depending on the client relationship with multiple touch points.
This account-based playbook included 25+ touches over a 6-week period. The purpose of this playbook was to build relationships with the target account list (TAL) and encourage consultation sign ups.
