RingCentral
What Your Business Needs for a Hybrid and Remote-First Workplace
An argument for unified communications built on the return-to-office debate.
- influenced pipeline
- $30M
- MQLs
- 6,000+
- pipeline per MQL, approx.
- $5,000
The campaign
In early 2022, companies were deciding whether to stay remote, return to the office, or go hybrid. Many were still running the standalone video and messaging apps they’d adopted as stopgaps in 2020. This e-book positioned unified communications as the permanent answer and RingCentral MVP as the platform to deliver it.
Why it mattered
The timing was the opportunity. Every IT and business leader had the hybrid question on their agenda, so a useful take on it could reach a far wider audience than a product guide. The risk was sounding like every other vendor’s remote-work content.
How it was built
Research
I framed the problem with third-party data: Pew on remote work at the height of lockdowns, Accenture on hybrid preference, University of Chicago research showing executives wanted 1.2 remote days a week while employees wanted 2.2, and Bloomberg on employees willing to quit over a full return.
Concept
A three-chapter argument: hybrid work is harder than it looks, workers need the freedom to work their way, and cloud migration makes that possible. The tension between executives and employees carries the first chapter.
Writing
The opening puts the reader in their own commute before any statistics. I added a quote from RingCentral’s Chief Innovation Officer, Kira Makagon, and kept the product out until the final pages.
Design
Large data callouts for the survey figures and product screenshots that show a conversation moving from message to call without switching apps.
Results
More than 6,000 MQLs and $30M in influenced pipeline, the highest-performing asset in this portfolio. A timely question with broad appeal, answered with outside evidence, brought in readers well beyond RingCentral’s usual evaluation-stage audience.