Tableau’s data visualization platform means everyone can see and understand the data, making collaboration easier and giving everyone from the CEO to the interns the power to make a difference. But the brand had only told that story to the insiders – the data analyst community, who saw the power of the tool but needed help convincing their bosses and bosses’ bosses that this was an investment that could have big time business impact. So rather than tell our core audience what they already know, we evolved their message to a new audience – the business decision makers in the C-suite, who held the power and the checkbooks. ‘All Hands on Data’ busted through the B-to-B marketing wallpaper with a larger-than-life story about a seafood company that is working the data, finding the answers, and crushing the quotas. Which helped Tableau grow from a data nerd’s secret weapon to a must-have business intelligence partner for companies everywhere.