My B2B tech portfolio. Making complex technology make business sense.
Technology has a habit of making amazing benefits sound complicated. My job as a B2B tech copywriter is to reverse that. I turn technical propositions into clear reasons for business to care and buy, and I’ve put that approach to work across a wide range of technologies and major brands.
NAVIGATOR GLOBAL | DISPLAY ADS
Selling a global trade platform in five words
5G-POWERED TECHNOLOGY
Turning five technologies into an industry business story
E-BOOK / REPORT | 2020
Ericsson Connected Manufacturing
TECHNOLOGIES COVERED – PRIVATE 4G/5G · DIGITAL TWINS · ROBOTICS · AMRS · COBOTS · AUGMENTED REALITY · PREDICTIVE MAINTENANCE
I wrote this 36-page eBook on five technologies transforming manufacturing: from autonomous robots and AR to digital twins. I had to explain clearly how each worked, how 5G private cellular connectivity brought them together, and turn it all into a compelling business case around time, cost, productivity, and ROI. Here are some pages:
Download the full report. And two other similar ones I did.
I also wrote companion reports on Connected Ports and Connected Mining. You can read all three here.
TRADETECH
Simplifying a complex tradetech platform for its users
WEB PAGE COPY & CONTENT DESIGN
Navigator Global (Santander)
The challenge
Navigator Global aimed to bring everything businesses need for international growth into one platform. But research showed users struggled to understand the proposition, Santander's role, who the platform was for, and how its providers, tools and services all fitted together. A clearer homepage was needed.
What I did
Working with Santander and Merkle's UX team and designers in Figma, I helped simplify the entire homepage.
Together we developed a clearer proposition, messaging framework and content strategy that simplified the experience, strengthened trust and made the platform's ecosystem easier for businesses to understand.
The outcome
The revised messaging tested strongly with users, who preferred the new approach by three to one. Users better understood the platform proposition, the role of Santander, and how its provider network worked together.
To address the research findings, the opening section had to do a lot of work. We rewrote it to answer four questions immediately: Who is this for? What is it? How can it help me? Why should I keep reading? This gave users a clearer mental model before they explored the rest of the page.→
The platform's partner logos needed to feature to gain trust and provide social proof. I added a headline positioning them as a network rather than individual partners.→
Rather than presenting dozens of individual services, we grouped them into four sequential stages of international growth. This gave businesses a much quicker way to understand what the platform offered, with a link from each stage sending users to a use case page.→
Research showed people wanted to see tangible outcomes, so I simplified the data into measurable benefits such as faster market entry and cost savings.→
Users weren't clear about Santander's role within the platform. I made it much clearer by introducing a dedicated section explaining that Santander created the platform and curates a network of more than 280 verified providers who deliver the services.→
Research showed users mainly associated Navigator Global with its provider network. I rewrote this section to distinguish these from the platform's own tools and events. →
Users needed stronger signals that Navigator Global was designed for businesses selling physical products internationally. We introduced sector examples so the right businesses could quickly recognise the platform was for them.→
Research found people focused almost entirely on the provider network, overlooking tools, coaching, market intelligence and events. We rebalanced the page so the wider platform became much easier to discover. →
AI / AUTOMATION THOUGHT LEADERSHIP
Making AI work better by putting people first
E-BOOK
Sabio AI / Automation eBook
Agency: Collective London | Role: Freelance Senior Copywriter | 2021
Sabio specialises in AI and automation for customer service, but this eBook was really about the people living with it. Based on interviews with its experts, I structured and wrote a story about bringing teams through technological change, reshaping the way they work, and making sure automation works for the humans as well as the business. That was back in 2021. So I was writing about humans working with AI before we all were.
TRADETECH
Selling a global trade platform in five words
DIGITAL DISPLAY ADS COPY
Navigator Global digital display ads
Agency: Dentsu Creative London | Role: Senior Copywriter | 2026
The challenge
Navigator Global was a new platform struggling to pull in the traffic it needed. The platform had many features and benefits, The challenge was communicating the big-picture promise of international expansion without the complexity or long word count.
What I did
I wrote super-short benefit-led digital display ad copy to hook users and turn the complex mechanics of global trade into punchy statements. They successfully drove a increase in targeted traffic to the platform
CELLULAR TECHNOLOGY
Showing manufacturers the business case for connected cars
WEB PAGE
Ericsson connected vehicles web copy
Once upon a time, a car left the factory and that was pretty much that. Connectivity changed the rules. Cars are now less like finished products and more like technology that keeps evolving. I wrote Ericsson's automotive web content to show manufacturers what cellular connectivity could make possible, from over-the-air updates and global services to automated driving – and why it mattered to their business.
TRADETECH LIFECYCLE ENGAGEMENT
Keeping an entire platform of B2B users moving
Navigator Global / Santander
Client: Santander / Navigator Global | Agency: Dentsu Creative London | Role: Senior Copywriter | Oct 2024 – June 2026
While working on Santander's international growth platform Navigator Global, I wrote more than 80 emails that helped guide users through every stage of the platform experience. They included marketing emails, onboarding flows, webinar invitations and reminders, upsell emails, system messages, and support notifications. I also created emails that helped businesses and providers connect through the platform, including brief notifications and opportunity alerts. Here are some examples.
Marketing emails
Marketing emails like this one promoted features of the platform such as provider services, market intelligence, events, and a personalised coaching tool called Action Plans.
Subject: Navigator Global – exporting made simpler and faster
Pre-header: Intelligence, providers, coaching, and events – all in one platform
Headline: Global growth without the growing pains
Event registration & reminder emails
I wrote a series of emails to encourage registration and attendance for webinars, balancing practical information with the reason for businesses to attend – insights they'll take away.
Subject: Here’s your link to access [Webinar Title].
Pre-header: Your link will go live on [webinar date] at [webinar start time].
Headline: Ready to turn insights into impact?
Provider opportunity emails
We had to keep all the providers in the ecosystem informed and motivated to respond to briefs from businesses that wanted to use their export services.
Subject: New brief from <Trading Business> has landed
Pre-header: You’re on their shortlist, so let them know if you want to connect.
Headline: New request. Huge opportunity.
Follow-up & reminder emails
Subject: Don’t leave <Business Name> hanging
Pre-header: It’s been <X> days since their request, so time to reply.
Headline: The door’s still open. For now.
Business user status emails
Likewise, we had to keep businesses informed of how the providers with the services to help them expand were responding to their briefs.
Subject: It’s a yes from <Provider Name>
Pre-header: They’ve accepted your brief, so it’s time to move forward.
Headline: A green light for growth
CELLULAR TECHNOLOGY | DIGITAL TWINS
Explaining why a digital twin is only as good as its connection
LINKEDIN BLOG 2023 / McCANN ENTERPRISE / VERIZON
Verizon digital twin blog
A digital twin that's out of touch with the real thing isn't much of a twin. That gave me a simple way into a complicated subject for Verizon: explaining how 5G and edge computing can help physical systems and their digital counterparts keep up with each other.
Why 5G can be the real power behind a digital twin
Digital twins have become a powerful tool for simulating and optimising real-world systems, reducing costs, and helping businesses make better-informed decisions. But twins that depend on large volumes of near-real-time data also depend on the network carrying it. For demanding digital-twin applications, this is where 5G can make a real difference. Here are some of the reasons why.
For a connected, near-real-time digital twin, it’s best not to think of the network as merely an enabler. It can be so integral to how the twin performs that it makes sense to treat connectivity as part of the overall system. Any sound implementation strategy should therefore prioritise a network capable of handling the twin’s demands. Network providers like Verizon have an important role to play here, with 5G and edge infrastructure designed to support these demanding applications.
Creating the twin is one thing. Keeping it useful is another. Central to this is what to do with all the data generated by the physical systems feeding it. For instance, to minimise ongoing cloud costs, it may make sense to send only the most relevant data to the cloud. Sensitive data can also be processed closer to where it is generated, reducing the need to send everything to a distant cloud – something mobile edge computing can help achieve.
In fact, edge really does give your twin the edge by improving the speed and responsiveness of data processing. Relying on distant cloud infrastructure can introduce latency that hinders a twin’s ability to reflect fast-changing conditions. 5G-powered mobile edge computing can reduce this by placing compute resources closer to devices and endpoints, cutting response times and enabling data to be processed faster.
5G can also work alongside existing connectivity technologies such as Wi-Fi and Ethernet. Rather than replacing them, it can complement them where mobility, coverage or device density makes wired or Wi-Fi connectivity less practical. This can make 5G particularly useful in outdoor, industrial or hard-to-reach environments. 5G also incorporates encryption, authentication and other security capabilities at the network level, helping organisations protect sensitive data as part of a wider security strategy.
For twins that need to track fast-changing physical conditions, low latency becomes critical. Too much delay in transferring and processing data can leave the digital representation lagging behind physical reality. 5G's ultra-reliable low-latency communications capabilities are designed to support millisecond-level latency, helping keep the digital representation closely synchronised with its physical counterpart. This can be particularly important in environments where conditions such as temperature, movement and pressure change rapidly.
Latency isn't the only advantage. 5G is also designed to support very large numbers of connected devices – up to one million devices per square kilometre under defined 5G requirements. That matters when a digital twin draws information from large numbers of sensors and connected devices. Combined with 5G's high bandwidth and capacity, this gives organisations an infrastructure capable of supporting data-intensive digital-twin applications.
A digital twin can only be as responsive as the infrastructure connecting it to the physical world. For applications that demand high bandwidth, low latency, large numbers of connected devices and near-real-time processing, 5G and mobile edge computing can provide the connectivity and computing capabilities needed to keep the physical and digital worlds closely aligned.
This article is based on insights from Verizon's white paper, 5G/MEC & Digital Twins: A huge opportunity for Global System Integrators (GSIs). To explore how 5G and mobile edge computing can support demanding digital-twin applications, read the full paper here.
B2B TELECOMS
Turning one product benefit into 1,245 upgrades
UPSELL EMAIL
BT Business | Cloud Voice
Problem
BT Cloud Voice is an internet-based phone system that replaces traditional office landlines so businesses can make and take calls anywhere using a mobile app. I had to persuade businesses to upgrade with just an email.
Idea
The easiest way to drive home "work from anywhere" was to let the email prove the point with an incredibly long email of all the places. The more people scrolled, the more places it revealed.
Results
1,245 businesses with BT upgraded to Cloud Voice.
After many customers quickly took up Cloud Voice, we sent a second email announcing the number and using a business success story to bring its benefits to life.
