Sample content — replace via the CMS.
The client's product was genuinely good and genuinely hard to explain. Their existing materials were written by engineers, for engineers — and read by procurement officers who understood none of it.
The brief. Three white papers a non-technical buyer could read on a train.
The work. Interviews with engineering, sales, and — critically — three customers. The papers were structured around the buyer's questions rather than the product's architecture.
The outcome. Sales reports the series is now attached to every serious proposal. The company has commissioned a second series.