Sales Enablement · Vertical Marketing
90%Sales adoption,
week one
Gave sales their exact use case — in their language.
The situation
Parloa's AI platform serves many industries, but the commercial team had no industry-specific materials. Newer reps struggled to articulate value per vertical, sales engineers were stretched thin on live demos, and generic messaging wasn't landing. Customers kept asking: "Show us what this looks like in our world."
The approach
I interviewed commercial leadership — SVP, AEs, and BDEs across the US and EMEA — to learn what they were hearing and what was missing, then mapped the use cases and personas that mattered most per vertical with customer success. From there I built complete plug-and-play packages for each industry: problem statements, context, use-case narratives, and persona-specific messaging — both long-form sales content and short-form marketing videos. For the videos I built the AI agents myself with prompt engineering, chose realistic use cases, recorded the demos and audio, and edited everything end to end.
Key deliverables
- Banking — credit-card replacement flow
- Insurance — claims filing with UI walkthrough
- Home & auto — claims submission flow
- Utilities — billing-inquiry resolution
- IT helpdesk — service-ticket automation
- Hotel — booking modification & upsell
Results & impact
First assets shipped within three weeks; 90% of the sales team adopted them in the first week, at 5–7 assets per vertical. They became the foundation for commercial conversations across the US and EMEA, the short-form videos were repurposed across landing pages, email, and social, and everything lives in a central, reusable library that updates as the product evolves.
"This work was about translating our technical platform into industry-specific stories that actually made sense. You can't just swap a logo and call it industry-specific — insurance has sub-verticals, banking has compliance concerns. I'd do two to four rounds of feedback with the commercial team, tightening the story and adjusting use cases based on what didn't resonate."— Lane Kuska
Strategic Partnerships · Partner Marketing
50+Microsoft sellers
enabled
Made it easy for Microsoft to sell us.
The situation
Microsoft is Parloa's biggest partner — we're built on Azure. As the partnership grew, Microsoft sellers needed a way to confidently introduce Parloa to customers exploring voice automation. The problem: nothing explained Parloa simply. The product is highly technical and messaged differently by industry and persona, and sellers needed something they could send straight to customers without deep product expertise.
The approach
I worked with our internal Microsoft partnership team, product, and the external Azure team to define the assets. Video was the clear choice — people would rather hear something than read a document. I scoped the project, chose a tangible use case, and built the full narrative: storyboard, script, and Azure-positioned slides. I built a live demo agent from scratch with prompt engineering for the showcase, recorded the video, and edited all the audio and video myself.
Key deliverables
- Microsoft demo video — partner-facing product walkthrough
- Partnership-positioned narrative script
- Co-branded Azure slide deck
- Custom live demo agent, built for the use case
Results & impact
These became the first assets Microsoft could send directly to their customers to sell Parloa on our behalf. The video reached 50+ Microsoft sales executives in the first distribution batch alone, with immediate adoption into their campaigns — six weeks, start to final cut. It set the foundation for how we built partner-facing content going forward.
"Partner-facing content has a completely different bar. You're not just explaining your product — you're making it easy for someone else to explain it. That means removing jargon, choosing use cases that don't require industry expertise, and designing something that stands alone without a presenter. It had to work whether someone watched it in a meeting or received it cold in an email."— Lane Kuska
PMM Infrastructure · Asset Systems
50%Faster
new-rep ramp
Built the system, not just the assets.
The situation
When I moved into product marketing, one pain point was obvious — I'd felt it myself as a BDE: we had no good way to show our product. We always needed live demos, which isn't always possible. The product keeps changing with new releases, and there was no up-to-date place, internal or external, to see product content, UI walkthroughs, or narratives in one spot.
The approach
I built a centralized library of demo and knowledge assets that reflects our new brand, stays current with product changes, and is easy to find and use. I partnered closely with product to track feature releases and understand what mattered and how to explain it. I chose Notebook LM as the platform — it integrates with Google Workspace, works for less-technical users, and auto-updates from Drive.
Key deliverables
- AMP platform demo — complete UI walkthrough
- General demo slides — platform narrative deck
- Notebook LM centralized knowledge hub
- Ongoing feature-release video library
Results & impact
The hub serves 200 internal users and holds roughly 100 assets including 25 demo videos. New commercial team members now ramp in two weeks instead of four — a 50% reduction. Sales engineers have video backup when they can't demo live, and marketing can pull short-form content without starting from scratch. The internal feedback was emphatic: "Thanks for finally having content for this."
"The challenge wasn't just creating content — it was creating content that wouldn't immediately become outdated. The product is always changing. So I built a system, not just assets. Everything goes back into the central library so it can be reused, iterated on, and updated as the product evolves."— Lane Kuska
Field Marketing · Video Production
15Events,
US & EMEA
Told the whole story in the seconds a booth gets.
The situation
Events are a major pipeline driver for Parloa — Microsoft events, CX and customer-service conferences, tech conferences. The space is competitive, and our product touches many personas, so each audience needs to be spoken to specifically. After our rebrand, we had no updated event assets — the old booth video didn't reflect the new brand, positioning, or narrative.
The approach
I took on two roles. For ongoing events, I aligned sales, BDEs, marketing, sales engineers, and speakers on messaging before each one and built audience-specific briefings — how to talk about the Microsoft partnership at a Microsoft event, how to talk to CX personas at a customer-service event — then helped guide prospect conversations and refine positioning on-site, in real time. For the booth video, I led end-to-end creation of the new post-rebrand standard: multiple creative-brief iterations, collaborating with branding, product design, our head of content, and an external agency. The goal was visually interesting but really simple — big letters, nothing complicated, optimized for busy event floors where people aren't looking for long.
Key deliverables
- Post-rebrand booth video — the new standard event asset
- Persona-specific event briefing documents
- Standalone UI demo assets for booths
- Cross-team messaging alignment
Results & impact
The booth video became our standard asset, deployed across 15 events in the US and EMEA — Microsoft AI Tour (San Francisco & Atlanta), CCW Vegas, ICMI Orlando, Reuters NYC. Each event generated 50–200 new contacts, and the consistent narrative kept every team member aligned on the product story.
"Designing for a busy event taught me about constraints — people aren't going to spend much time looking. Each part had to be interesting and easy to grasp fast, telling Parloa's new story in seconds, not minutes. And the on-site work reinforced why product marketing needs to be in the field: watching real conversations tells you what resonates and what falls flat in a way no research document can."— Lane Kuska
Thought Leadership · PR Strategy
ForbesFeature +
4 publications
Put us in Forbes — in business language, from engineering's mouth.
The situation
Parloa needed US-market visibility to position for growth. That meant compelling stories showcasing both the technology and the work behind it — and translating insights from highly technical teams (engineering, AI strategy, product) into stories business audiences care about, aligned with marketing campaigns and upcoming releases.
The approach
I collaborated with a PR agency on a multi-platform publishing strategy. My role: gather information from product and engineering, create the stories, define messaging, align with campaigns, and ensure product strategy was represented. It was intensely cross-functional — I interviewed the Head of AI Strategy, PMs, the CPO, and customer success to fold in proof points from recent projects, then gave the agency polished briefings, reviews, and messaging guidelines so every piece connected our technical capabilities to outcomes readers would care about.
Key deliverables
- Forbes feature — 15 CX Predictions for 2025
- CRMXchange — building a multilingual contact center with GenAI
- DestinationCRM — AI voice vs. chat strategy
- VKTR — AI knowledge-base strategy
Results & impact
The Forbes feature was a major milestone — published in their 2025 customer-experience predictions roundup and recognized at the company all-hands as a boost for US visibility. The multi-platform strategy established credibility across CRMXchange, DestinationCRM, VKTR, and Microsoft channels, positioning Parloa as a thought leader in the AI contact-center space.
"I'm especially proud of the Forbes feature, but what made all of this work was the cross-functional coordination — pulling from so many stakeholders and condensing it into something cohesive. Everyone needed to be aligned along the journey. And it's not a one-time project; it's ongoing, and it evolves with the product and the market."— Lane Kuska
