Note: This is work that Joanna did as Head of Marketing at FireHydrant (not as a consultant).
The Challenge
FireHydrant needed a way to generate qualified leads while also educating a growing audience of site reliability engineers (SREs) and technical stakeholders on how to think about incident management. Most industry content assumed a baseline of expertise—but FireHydrant recognized an opportunity to support those newer to the space with foundational knowledge that also reflected the company’s perspective.
The Approach
We created the Incident Management Buyer’s Guide as a resource-first asset aligned with our broader education series. The guide broke down the buying journey into awareness, consideration, and decision phases and positioned FireHydrant as a helpful expert rather than a hard sell.
The Solution
- Developed a long-form buyer’s guide focused on foundational concepts and buying criteria.
- Coordinated distribution across email, social, technical documentation, and via the sales team.
- Framed the content to help readers adopt FireHydrant’s strategic view of incident management, building credibility early in the buyer journey.
