Co-Creating a Client Story with EMS and ACU: Golden Customer Record:
Webinar Strategy, Campaign Production, and Sales Enablement
Some projects start with a product. This one started with a question about what story was actually worth telling.
EMS Consulting had a strong relationship with Associated Credit Union and a Salesforce platform story worth sharing publicly. The goal was to turn that relationship into a webinar that would resonate with financial services decision-makers, generate pipeline, and give the sales team an asset they could use long after the event was over. That meant co-authoring something with a client. Not summarizing an engagement. Building something both organizations were proud to put their names on.
The Brief
The push came from the CFO.
EMS wanted to showcase its Data Cloud and MuleSoft capabilities to the market in a way that felt credible and concrete. Not a vendor pitch. A real story with a real client sitting next to us.
Finding The Story
I went to Michael Gaspar and Jeff Humphries first.
We needed to identify the right client relationship, one where the work was strong enough to anchor a public conversation and the client trusted us enough to show up.
ACU was the answer.
From there I conducted stakeholder interviews with the EMS team and with Chad Evans, EVP of Lending at ACU, to understand where the real narrative lived. What was the relationship actually about? What had changed for ACU? What would a financial services audience care about enough to register, show up, and stay for an hour?
The Hook
The answer was the Golden Customer Record.
Not a feature. Not a platform capability. A concept that speaks directly to what every financial institution wants and struggles to achieve: a single, unified view of a member across every system and channel that makes genuine personalization possible. That became the through line for everything.
Building The Plan
With the story identified, I built the full content framework.
That included the narrative arc for the session, a structured run of show with discussion questions and answer goals mapped to each segment, and the webinar deck. Every slide was built to move the audience through a specific progression: understand the tension, define the goal, acknowledge the obstacles, show the architecture, arrive at the outcome.
The deck and run of show went through multiple rounds with all four speakers before we locked it. Chad at ACU had final approval on everything that represented his organization.
Production
With the content locked, execution started.
A four-email promotional campaign was developed to drive registration from the EMS partner and prospect base, moving audiences from initial awareness through day-of urgency.
A targeted BASHO outreach email was written for high-priority prospects. A practice session was held the day before the event with all four speakers to run through timing, transitions, and the Q&A flow. Guest messaging and gifts were handled for webinar attendees. The sales team was briefed on how to use the deck as a standalone engagement tool in their own prospect conversations after the event.
Sample: BASHO Outreach Email
Part of a four-email campaign sequence built to drive registration and attendance.
Subject: Break Down Data Silos and Boost Profitability - Join Us!
Hi [NAME],
You are invited to join EMS Consulting, Salesforce and other banking and lending leaders to see how Associated Credit Union leverages MuleSoft and Salesforce solutions to transform, unify, and maximize their data potential to boost profitability and growth.
Join us to see how data integration enables real-time automations supporting regulatory compliance, and driving personalization for better member experiences.
Date: November 7th | Time: 3:00 PM ET | Location: Virtual
We look forward to welcoming you.
After The Room Closed
Post-webinar follow-up communications went to all registered attendees with a recording link and next steps. The session was archived in the EMS content library as a long-term demand generation asset and the deck was distributed to the sales team as an active engagement tool.
What This Work Demonstrates
This project was not a support role. It was full creative and content leadership from brief to post-event. End-to-end content ownership. Strategic narrative development across two organizations. Stakeholder alignment from C-suite to account executive. Demand generation campaign writing. Event production and enablement. If a recruiter is looking for evidence that a candidate can own a complex, multi-stakeholder content initiative from concept to close, this is that evidence.