Digital Transformation: Tenth Edition State of Marketing
So long, PDFs.
Hello, trackable webpages. 👋
Sr. Copywriter and Content Strategy: Diana Raspanti
Graphic Designer and Co-Lead: Genesis Cardozo
Director of Digital Content: Matt Schultz
If you’ve ever scrolled through any Salesforce product’s LinkedIn, you’ve probably seen a State of Product report. These reports are the highest-converting asset that Salesforce releases for each product, full of information and data on where that particular industry is headed. The vehicle for this ultra-important asset, you may ask? PDF. Shudder.
I was tasked with transforming the static PDF template (used by Salesforce for over a decade) into an interactive, engaging, and trackable webpage experience. Copywriters get to be strategists too, sometimes!
How We Did It
Using the written report as my north star, I collaborated with our web developer and graphic designer to pull web blades (Page Builder) into our Figma environment. Through weeks of testing, staging, editing, and a bit of copy TLC, we created a wireframe in Figma that could be leveraged by any team wishing to convert their PDF into a web experience.
Along with the webpage, we also created a blade library that could easily be shared with other product teams. That way, they could build their own webpage using pre-approved blades and streamline their production phase.
