With 29 years of fine-tuning my business communications methods — let me help you ensure a smooth road to a successful B2B lead-generation marketing project. Communication is the key to both of us making positive progress.

Here's how I work with you to make it happen:

1. The Agreement: Project Scope, Terms and Conditions
   We begin with a clear picture of the project, its mission, and what you'll need from me. We discuss timeframe and expectations, and then I create a proposal. If you accept the proposal, we complete a project agreement so that everything is very clear up front. Then we're ready to begin working!
2. B2B Marketing Strategy
   • Usually we proceed by following the 7 steps in my ContentClear Marketing Method for Website Optimization.
   • The more material you can provide up front, the better. This may include product background materials, talking points and PowerPoint presentations, but...
     
     The most important information is usually gathered in a B2B marketing strategy document, also known as a Web Creative Brief. This outlines all the critical information I need to write great copy for you.
3. Business to Business Marketing Ideas: Concepts and Copy Recommendations
   
   Concepts: I will develop creative "theme" options for your B2B project—also known as the BIG IDEA. I'll send you the options with the premise that served as the foundation for each big idea presented. I'll provide sample headlines so you'll know exactly how the themes could be played out. We discuss these options and choose the one direction that stands out as the strongest. If I feel that one idea really nails our mission, I'll just send that one. Once you approve the direction, I can begin writing copy.
   
   Web Content Strategy Audit: If a strategic web content audit is within our agreed scope of work, I will conduct a thorough assessment of your site's copy or original Word drafts to evaluate them for benefit language, offer strength, search-engine optimization, links, and how they guide visitors to a call-to-action/lead-generation contact page. Then I will present you with a thorough Content Enhancement Report that outlines an improvement strategy for your B2B website. Once you approve this proposal, I can begin writing copy.
4. Copywriting, Reviews and Editing
   I will create a first complete copy draft for your review. The best two methods of reviewing and commenting on copy are to:
   • Read it as an electronic Word document of PDF that you can mark up using the "Track Changes" or "sticky notes" feature, especially if there are many comments or you need to share the draft with other staff members, or
   • Print a hardcopy, clearly hand-write your comments and then fax them to me.
   
   It's also highly valuable for me to see the copy in layout, just so I can make sure the copy elements are in the right place and have the best emphasis for readability, message logic flow, and sales effectiveness.
5. Final Approval and Completion
   I will make any final revisions requested and then send you a final Word document for your acceptance. Once you accept that document, I'll submit a final invoice.

Please note: I can work with your web designer, web developer or webmaster to make sure my recommended copy and functionality changes are going to work on your site. I can also recommend excellent web designers and programmers if needed. See examples of B2B websites.

Contact me if you’re ready to improve your website performance.