Overview
Developed a new corporate website for a Nordic M2M technology company, repositioning its digital presence to support commercial growth into new markets. Delivered buyer-centric messaging translating technical IoT and M2M capability into outcome-led language, information architecture designed around B2B decision-maker journeys, content strategy, and an SEO foundation for organic market visibility.
Who This Is For
Nordic B2B technology companies, IoT and M2M platform providers, or specialist technology businesses with 50-500 employees at a growth stage. Moving from a founder-led sales model to a scalable digital marketing and lead generation operation where the website must work as a commercial asset not just a corporate presence.
The Challenge
The technology company has strong product capability and a growing customer base but its website does not represent either. Content describes features rather than outcomes. The information architecture follows the product structure rather than how buyers research and evaluate IoT and M2M solutions. There is no content strategy connecting the website to the company sales process or growth ambitions. Organic search visibility is low and inbound enquiry generation is minimal.
What We Propose
Website & Content Audit - Assessment of current website against commercial objectives including content gaps, information architecture, SEO performance, and conversion effectiveness. Positioning & Messaging - Buyer-centric messaging framework translating technical IoT and M2M capability into outcomes, business cases, and competitive differentiation. Information Architecture - Website structure designed around how B2B buyers research IoT and M2M technology solutions across industries and use cases. Content Strategy - Content plan covering core website pages, thought leadership, case studies, and supporting materials mapped to the buyer journey and organic search opportunity. SEO & Organic Strategy - Keyword research, technical SEO, and content optimisation strategy for organic visibility in target verticals and buyer search categories. Lead Generation Design - Conversion architecture connecting website traffic to qualified sales enquiries.
Why It Matters
Commercial presence - A website that represents the company actual capability and positions it credibly against competitive alternatives. Inbound generation - Content and SEO that attracts buyers actively researching IoT and M2M solutions. Buyer-relevant messaging - Content that addresses buyer problems and outcomes not technical features the sales team already explains in person. Scalable foundation - A content architecture and operating model that grows with the company.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
Developed a data operations strategy for a professional association to improve member and non-member insights and enable more effective marketing investment decisions. Designed a secure, privacy-compliant data architecture connecting CRM, web analytics and event systems, and implemented data governance processes aligned to GDPR obligations.
Developed a CRM activation strategy and workflow redesign for the advertising sales team of a Nordic digital marketplace, covering both B2B advertiser and B2C platform relationships. Redesigned sales workflows, integrated content and pitch assets into CRM stages, and implemented a pipeline governance model to improve revenue forecasting and sales team adoption.