3X more content, 2X less time: Anytime's secret to multiplying your production

How Anytime multiplied its production of premium content while reinternalizing its marketing strategy

Anytime, a SaaS expense management solution for professionals and associations, has taken up the challenge of accelerating its growth by radically transforming its approach to marketing content. Faced with growing demand and diversified targets, the company needed a solution to maintain quality and responsiveness without increasing its workforce.

Concrete results

• x3 increase premium content production (white papers, specialized articles)
• 5 LinkedIn posts per week maintained consistently despite the expansion of responsibilities
• 3 nurturing campaigns created and deployed in less than a year

‍

Before Mark AI, we were outsourcing almost all of our content creation. Today, we've brought all our premium content in-house because our product and target audience can be complex. To truly understand the challenges, it's better to be internal.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

‍

The challenge: managing the explosion of content needs

Like many fast-growing startups, Anytime experienced an explosion in its content needs three years ago, when Manon joined the company. The communication team, composed of only two people, faced considerable challenges:

• Strong pressure to deal quickly with sales representatives
• The need to adapt to a multiplication of target personas (transition from 1 to 10)
• Content production cycles of up to two weeks, between brief, creation and corrections
• Product expertise that is difficult to transmit to external service providers

As a communications professional, you do research, you try to understand who your target audience is. You can achieve this quickly for one target, but when you go from one persona type to 10 persona types, it becomes much more complicated to find the right sources and understand the issues.

— Manon Pantou, Communication and Growth Marketing Manager at Anytime

The solution: Mark AI, the assistant who multiplies abilities

After discovering Mark AI nearly a year ago, the Anytime communication team quickly adopted the solution to transform their content production. What seduced the team:

• An intuitive platform that is accessible even without technical AI expertise
• The ability to push the tool further for advanced users
• The ability to understand and integrate product specificities and brand tone

I find the platform extremely intuitive. I tend to be a bit more on the geeky side, more curious about prompts. But my manager needed an intuitive platform that she could use the same way I do without having to understand AI and prompting. I think it's a good middle ground.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

Two use cases that transformed Anytime's marketing approach

Use case #1: Creation of reinternalized premium content

Mark AI allowed Anytime to regain control over its high value-added content, by facilitating the creation of:

• 5-6 white papers on specific technical topics
• Dozens of blog posts optimized for SEO
• 5 weekly LinkedIn posts with remarkable consistency

I've been able to maintain this pace while taking on other responsibilities, something I couldn't have done normally without Mark. SEO requires being very consistent in publishing articles or having robust articles with videos, quotes... It's very demanding.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

Use case #2: In-house training and product knowledge sharing

The team recently developed an innovative use of Mark AI for internal training and knowledge sharing:

• Building a comprehensive product knowledge base
• Development of interactive quizzes by difficulty level to train newcomers
• Conversational assistant project to help CSMs answer technical questions from customers

We've tested the ability to create our own custom formats. I did a test this week to create quizzes by difficulty level for product training. I'd like to turn it into a training bot for new hires or even an interactive quiz that would allow a CSM, when their client has a specific question, to ask Mark and get the right answer.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

A profound impact on efficiency and quality

Adopting Mark AI has radically transformed the way Anytime approaches its content strategy, with tangible benefits:

• Considerable time savings on organization and research
• Better content quality thanks to in-depth product knowledge
• Ability to challenge habits and to renew existing formats
• Standardization of the brand voice across all content

I can't speak in terms of speed, but I can speak in terms of available thinking time. Where I can produce a white paper in one week, Mark allows me to do that effort 3-4 times in the first quarter. Whereas before, it required a lot of energy, research time, and interviews.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

Future perspectives: towards an Employee Advocacy strategy

Building on these successes, Anytime plans to expand the use of Mark AI to develop a true Employee Advocacy strategy, allowing each employee to become a brand ambassador with the right arguments and the right tone.

My dream is to implement a true Employee Advocacy strategy. Mark would allow us to give everyone the keys to have the right arguments and ensure that nobody makes a mistake in terms of product or values. It would be foolish to miss the AI shift at this point.

— Manon Panthou, Communication and Growth Marketing Manager at Anytime

‍