B2B buyers increasingly want to research suppliers and products without sales involvement. Yet when uncertainty becomes consequential, human validation returns. The emerging opportunity is not choosing between digital and sales - it is designing the handoff between them
Removing the Form Instead of Optimising It
A B2B CRM developer spent months struggling to move prospects into product trials. Instead of optimising a complex registration form, we questioned why the form needed to exist at all - and redesigned the journey so users could experience value before being asked for commitment.
When the Stronger Launch Strategy Was Not to Launch Independently
A global technology business unit was preparing a new digital product for international markets. Analysis showed that independent launch costs, market education and weak existing demand outweighed the benefits of a standalone entry - leading to a different path through the parent company's established service ecosystem.
The Business Asked for Better Ads. The Better Answer Was a Sales Team
A concrete manufacturer was spending heavily on Google and social advertising but attracting too few commercially valuable customers. The deeper issue was not only campaign efficiency - the company was using a retail-style acquisition model for a problem better solved through targeted B2B sales
Designing a Structural Advantage Competitors Could Not Easily Copy
A large automotive parts retailer wanted more than a version of what established competitors already had. We used competitor constraints to design a different catalogue, richer AI-assisted product information, vehicle-based search and trust architecture - creating advantages that would require major legacy changes for competitors to reproduce
When the Right SEO Decision Was to Stop Investing in the Site
A spring manufacturer wanted more profitable direct retail demand from a separate automotive website. Analysis uncovered weak product naming, missing vehicle compatibility, difficult navigation and duplicated products - but the most important finding was that rebuilding the site was not the best use of the company's limited resources