Overview
Developed digital B2B strategies and content operating models for global manufacturers, connecting content production to commercial outcomes across multiple markets and customer segments. Delivered customer journey mapping, digital service definition, content operations design connecting global and local teams, and transformation roadmaps with prioritised commercial initiatives and measurement frameworks.
Who This Is For
Global manufacturers, industrial groups, or B2B enterprises with 5,000-50,000+ employees operating across multiple markets and customer segments. Undertaking or planning a significant digital transformation requiring a content and digital strategy that spans marketing, sales, and service functions. Common traits: complex product portfolios requiring structured digital content, multiple customer segments with different buying journeys, fragmented digital channels across markets, and no shared content operations model connecting global and local teams.
The Challenge
The organisation has invested in digital platforms - CMS, CRM, marketing automation - but the commercial return is not materialising. The website serves as a product catalogue rather than a commercial engine. Content is produced by multiple teams without a shared strategy. Customer journeys are unmapped. The gap between marketing content and sales enablement is wide. A digital B2B strategy must connect the content operation to commercial outcomes - defining how content supports customer acquisition, accelerates sales cycles, and enables after-sales engagement across markets.
What We Propose
Customer Journey Mapping - Mapping buying and service journeys across key customer segments defining the content needed at each stage. Digital Content Strategy - Content strategy aligned to commercial objectives across web, sales enablement, and service channels. Content Operations Model - Operating model for content production connecting global and local teams. Digital Services Definition - Identification and design of digital service offerings including self-service capabilities and customer portals. Measurement Framework - KPIs, dashboards, and attribution model connecting content investment to pipeline, conversion, and retention outcomes. Transformation Roadmap - Phased implementation roadmap with prioritised initiatives and success milestones.
Why It Matters
Commercial alignment - Content and digital operations directly connected to pipeline, sales acceleration, and customer retention. Cross-market consistency - Global strategy with local execution. Operational clarity - A working content model that teams can execute. Measurable outcomes - Digital investment justified through evidence attributed to commercial results.
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.