“Remind Fortune 100 CTO’s late in the sales cycle that we are the natural IT software choice for a top Formula 1 team. Make it punchy, scannable, and relevant.”
Front headline: an elegant analogy
Freshworks invited select C-suite prospects to VIP trackside events with McLaren Racing. These execs had already had multiple interactions with sales, so they didn’t need the whole pitch — just the desired framing for this exclusive experience.
Instead of a more obvious claim like “Freshworks IT software is the best,” we let this very smart audience connect the dots.
Brochure back: key details for busy execs
To pay off the comparison that our software was as high-performance as McLaren’s race cars, we needed some evocative quotes and eye-catching data points. To select the seven items that appeared here, I went through a ream of interview transcripts, press releases, and other materials (and then fed them into Gemini to make sure I hadn’t missed anything).