Canon B2B Campaign (small-to-medium business)

The Zoo Republic
Senior Copywriter (Freelance)
January 2018
B2B communications – internal and external

Every Canon campaign I worked on for 2018 had to engage both internal staff (Sales reps) and prospects. Elements included a Playbook to sales staff highlighting essential but often overlooked strategies – such as talking to the product benefit rather than highlighting product features, engaging prospects in terms they could relate too, and identifying the key concerns and pain points of every stakeholder involved in the purchasing decision. They also included brochures, eDMs and Sales Decks that spoke to prospects directly, using a new and more engaging tone of voice that we called B2H – Business to Human.