Overview
Led content strategy and services for the migration of a global B2B website to Optimizely CMS for a major paint manufacturer. Covered content strategy for personalised B2B customer journeys, content tagging architecture and metadata design, URL redirect strategy and SEO migration planning, and web analytics implementation to measure marketing effectiveness post-launch.
Who This Is For
Global manufacturers, industrial suppliers, or B2B enterprises with complex product portfolios, multiple market segments, and websites serving both commercial and technical audiences. Typically 2,000-20,000+ employees, operating across 10-40+ countries with localised content requirements.
The Challenge
The B2B website has grown organically over years, accumulating content, URL structures, and workarounds that no longer reflect the business. The CMS is outdated or underutilised. Content is managed inconsistently across markets. Analytics tracking is incomplete, making it impossible to measure marketing effectiveness. A platform migration is needed but the website is a critical commercial asset.
What We Propose
Platform Migration Strategy - Migration plan from legacy CMS to target platform preserving SEO equity and commercial performance. B2B Content Strategy - Customer journey mapping across technical, commercial, and support audiences. Content Tagging & Taxonomy - Metadata architecture connecting products, solutions, industries, and applications for personalised content delivery. Analytics & Measurement - Web analytics implementation with conversion tracking, campaign attribution, and content performance dashboards. Localisation Framework - Scalable approach to multilingual content across priority markets.
Why It Matters
Commercial continuity - Migration planned to protect lead generation, SEO, and customer experience throughout. Personalisation-ready - Content structured for targeted delivery by segment, role, and buying stage. Analytics clarity - Post-migration measurement that connects content to commercial outcomes.
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.