Project Overview
This was Fluke’s first dedicated sales enablement piece for the semiconductor industry.
Role: Product Marketing Manager – Master’s Degree Intern
Company: Fluke Corporation, Everett, WA
Time: Summer 2023
From stakeholder interviews and creative brief to final production with Creative Services, I led the project end to end.
The Brief
Fluke’s sales team was sitting on one of the strongest product portfolios in the industry. The ask was to build a sales enablement brochure that helped account executives walk into semiconductor accounts and tell the complete Fluke story.
The goal was straightforward: make current and new customers aware of everything Fluke had to offer, and give account executives a tool to cross-sell and upsell across the semiconductor industry.
The Challenge
The semiconductor manufacturing process is one of the most technically complex ecosystems in industrial manufacturing. I came in knowing none of it. Before writing a word, I spent two weeks learning how chips are made, mapping the ecosystem, and interviewing stakeholders across 14 product lines and four business units to understand how each one fit into a fab environment.
The harder problem was making it cohere. Every product line had its own language, its own customers, its own angle. The job was to find the thread that connected all of them.
The Work
I built a framework that mapped every product to one of three roles in the manufacturing process: monitoring the fab environment, keeping equipment calibrated and running, and maintaining the facility itself. That structure gave sales reps a clear, intuitive narrative to walk customers through the full portfolio without overwhelming them.
I wrote the creative brief, developed the content strategy, built mockups, and worked with Creative Services to bring it to final production. Eight weeks, three phases, and a lot of stakeholder conversations.
The Impact
The brochure became a go-to resource for the sales team across semiconductor accounts. After launch, it was used as a follow-up asset for a webinar with 300+ attendees, putting Fluke’s full product portfolio in front of a highly targeted audience of semiconductor buyers.
Read the full case study presentation
See how the project came together, from research to final deliverable.
Vivian Chen 