Insight that moves your market.
Content that moves your pipeline.
Tech buyers are hard to impress. They've seen the shallow takes, the content that's clearly written by someone who doesn't understand their space.
I help companies in cybersecurity, AI, and regulated technology publish content that’s credible and compelling.
Why the struggle to stand out?
Line up five pieces of content from competitors in your space, strip away the logos, and try to tell them apart. You probably can't.
Why? Technical teams are oversimplifying narratives, drowning in buzzword soup, and drawing from the same shallow pool of recycled ideas. In markets like cybersecurity and AI systems, where buyers can spot a surface-level take immediately, that sameness tanks interest and stalls deals.
Meanwhile, valuable insight assets — expert interviews, original survey data, customer research — rarely make it past an internal presentation.
The solution: Tap into insights
Your company is sitting on insight you haven't fully tapped. I help you turn it into content that captures discerning buyers.
My background is in B2B tech — with over a decade of experience working closely with product managers, solution architects, and security leaders. I know how tech buyers think, what they're skeptical of, and what earns their attention. I can interview your SMEs and interrogate your research to find the angles worth pursuing, then craft the resulting insights into content that feels genuinely compelling and credible, not just well-written.
The Insight Lab: A better way to do content
Original Data & a Clear POV
We’ll mine original insights from your research and your SMEs. Your content will have a fresh point of view that sparks conversations.
Meet the Insight Lab, my process for creating engaging content for tech. And best of all, it requires very little time commitment from you and your team. My process is flexible and designed to fit seamlessly into your workflow.
Strategic Alignment
The content we create together will connect to your business goals and move prospects along the buyer’s journey.
Technical Rigor
I specialize in domains where technical rigor isn't optional: cybersecurity, AI and data infrastructure, and health tech.
I’m Laurie (Laura) MacPherson. A lot of writers can conduct interviews and summarize research findings. Few can uncover those nuggets of meaningful insight that create perspective-shift for tech buyers.
My work is shaped by creative systems thinking: how design choices create downstream effects, how attackers uncover vulnerabilities, how a single reframe can shift an entire narrative. I like to pressure-test assumptions and explore “what if” questions.
Clients say I ramp up fast, connect ideas across disciplines, and help SMEs articulate expertise in ways that resonate. Companies including Immuta, Snowflake, Passport, Withings, and Knowde have trusted me with content that sharpens positioning and supports high-stakes go-to-market efforts.
Ready to put your your insight to work? Send me a message, and we’ll set up a call to explore a project.
Hi there!
What clients say…
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“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donelley, Seventh Sense
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“It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry Rose, Bonterra
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“We worked with Laura to build awareness of our solutions for healthcare professionals in the US market. She was passionate about reinforcing our positioning as a leading digital health technology company, thoughtful in her approach, and delivered high-quality work. I look forward to collaborating with her again in the future!”
Megan Cincotta, Withings Health Solutions
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“Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”
Julie Starck, Passport
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“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit rate. And our sales team is using them to close deals.”
Emily Hackeling, Front
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“Laura has been a tremendous help to Sigma as we’ve scaled out our content marketing and thought leadership initiatives. Her creativity and ability to translate technical information for different personas have been a lifesaver. I couldn’t recommend Laura enough."
Devon Tackels, Sigma
