B2B CommunicationIt’s not easy. And, let’s be honest, it’s not always sexy. B2B communication takes the right mix of information and inspiration. The ability to understand user painpoints and connect with decision-makers. The skill to turn complex information into reader-friendly material. Don’t let the name fool you, B2B is all about people.
web pages.
brochures.
product videos.
trade fair booths.
social media.
b2b impact is boundless.
Working as a native English copywriter, I’ve crafted campaigns and created content for marquee brands such as ZEISS, NFON, Siemens and Bosch. No matter how niche the audience or how strict the brand guidelines, I focus on developing clear and engaging communication that results in long-lasting relationships.
ZEISS CATARACT WORKFLOW
More than an optics pioneer, ZEISS is a global leader in medical technology, including microsurgery devices and workflow solutions. In collaboration with agency Saatchi & Saatchi Pro, plus film studio monomango, I helped introduce the new ZEISS Cataract Workflow, targeting eye surgeons and decision-makers.
lead writer, idea developmentMaking the complex clear
Grab some coffee, get comfortable and dive into the world of phaco surgery. A traditional medium, printed brochures still deliver impact for the right audiences, such as hospital executives and ophthalmologists looking to expand their practices. Turning complex medical jargon into engaging content is key for product campaigns like this, even when talking to people with M.D. in the names. The brochure, along with digital banners and a landing page, helped communicate ZEISS’s product innovation and industry leadership. Click the image below to open the PDF.
LEAD WRITER
first TRANSLAte, then create
Adapting text from German to English requires more than simply translating sentences word-for-word. It’s about understanding the intent of the original work, then adding the nuances of language and style. One of many cases, this transcreated video script brings to life the power and leadership of tax and consulting company DATEV.
GERMAN TO ENGLISH TRANScreationcommunicating a flavor explosion
MartinBauer is a leader in the food and beverage industry, creating plant-based teas, beverages, extracts and botanicals. For their product line called SuperFine, I wrote the brochure that was handed out at trade fairs. The final content is equal parts industry leadership, care for nature, culinary creativity and the fun of flavor.
lead writer
long-form storytelling
Bosch Business Innovations - formerly known as grow platform - is the intrapreneur incubator for the Bosch Group, with the mission to finance and scale start-ups that originate from internal divisions and entities. I was asked to create several stories and profiles that share the experience of being part of this leading intrapreneurship program. Using written and recorded interviews, I crafted compelling narratives that show the unique journey from initial idea to fully-formed start-up.
lead writer
Photo credit: https://www.growplatform.com/about
keep it simple
When it comes to naming projects, simple is always better. But you also have to make sure the name is unique, not only to forge a bold identity but also to secure a URL. After three communications agencies merged, I worked with strategy and design agency Whybrand to develop a list of names for the newly formed company. The simple name: RYZE Digital.
brand name conception