Challenge

Hex needed to convert two distinct data audiences into qualified leads: data leaders setting strategy and data practitioners doing the hands-on work. Gated content was used as the primary conversion mechanism, rather than a direct product pitch, to entice audiences to learn more about the product.

Strategic Approach

Each month, I took a creative brief and wrote ad copy for a new downloadable asset, covering topics like context engineering, Snowflake integrations, and customer case studies. I then provided creative direction to our designers to bring each concept to life.

Key Innovation

Framing each piece of gated content as a genuinely useful resource, not a thinly veiled pitch, let the ads earn trust with a technically skeptical audience while still driving toward the download-to-MQL conversion goal.

Business Impact

Monthly content-led campaigns gave Hex a consistent pipeline of new gated assets across LinkedIn and Meta, keeping creative aligned to MQL generation goals for both the data leader and data practitioner audiences.