B2B Marketing Materials and Websites
Writing for business to business (B2B) clients uses a different style of writing compared to writing for consumers. Building credibility and relationships, creating client case studies, producing informative brochures, and pointing your readers in the direction of interesting industry news and thought-leadership can all help elevate your profile.
“We asked Cathy to help us for a sustained period to write social media posts, case studies and blog posts to market our business, Xerini. Her professionalism, broad knowledge and ability to quickly pick up the more technical topics (e.g. AI, additive manufacturing, robotics) and concepts were immensely useful and impressive. She was proactive and asked lots of good questions, which is always reassuring to know that she has picked up all the information she needs to do her brief. Not only that, her humour and spark make it a real pleasure to work with her. I have no hesitation recommending Cathy to others, they will have found a gem.”
Portfolio
Xerini, software and AI solutions provider
Xerini is a software consultancy who create specialist software specific to business needs. The B2B company specialises in machine learning and data integration for a wide range of businesses, including manufacturing and construction.
Press release
I wrote a press release for Xerini to promote their work with the British Board of Agrément, a UK construction certification body. Xerini created a new data platform for them and wanted to promote their business. Alongside writing the press release, I created a media list and sent the release to a number of publications in the construction and civil engineering industry.
Brochure
I structured the digital capability assessment (DCA) brochure to guide the reader from introduction to how it offers businesses a solution; why a business would need a DCA; examples of advice given; cost overview; what to expect from an assessment and how to prepare; and finally, why a business should choose Xerini and how to get in contact.
I worked closely with the Directors to create a friendly, knowledgeable and persuasive tone.
Case Studies
Xerini, software and AI solutions provider
As part of Xerini’s marketing plan, and as a way of showing their industry expertise, I wrote a range of case studies for this company.
For consistency, each of the case studies followed the same format and showcased details of Xerini’s specific projects. I gathered information for the case studies from a range of sources, including client interviews, in-house Xerini team interviews, and general documentation.
Case studies are a key way to gain the trust of potential new B2B customers, showing the progress from problem to solution, and finally how the client’s day-to-day business efficiencies and productivity have increased. I wrote case studies for a range of clients, including The Manufacturing Technology Centre, MTC (case study: The Manufacturing Technology Centre (MTC) uses machine learning to detect defects in 3D printing, increasing efficiencies and product quality) and the British Board of Agrément, a UK construction certification body (case study: A new data platform increases accuracy and operational efficiency at the British Board of Agrément (BBA)).
LinkedIn Social Media Posts
Xerini, software and AI solutions provider
I planned, sourced content and wrote social media posts for LinkedIn for this business to business (B2B) software company. I wrote three posts a week which reach an audience of over a thousand followers.
UCM Education Ltd, Recruitment for the Education Sector
UCM Education is a recruitment company targeting the education sector.
Content for a new 15-page website
I wrote and edited the content for a new 15-page website for this company as in-house Marketing Manager on a short-term contract. The target audience for this business included primary and secondary schools in London looking to recruit new members of teaching and administrative staff.
The complete website overhaul included all website content, GDPR-compliant web forms, URLs, title tags and meta descriptions, and image alt texts.
The project involved close liaison between the company director and the website building company. Read more about this project in my project case study.