Ulisses: fractional CMO for a software vendor

The first client who came in searching for a “fractional CMO”. A vendor of specialised business software: the Quinno and Comotel platforms (rental, service, CRM, KSeF integration). Over a decade on the market, deployments in hundreds of companies.

Diagnosis

A great, mature B2B product and serious clients, but communication that was too technical. It was hard to grasp at a glance what the platforms actually do and who they are for. The offer and the pages were inconsistent across products. A classic case: good product, weak story.

Plan and execution

• Tidying up the product offer and communication.
• New landing pages per product, with a clear structure and hierarchy.
• Videos in three roles: brand, sales and product, plus a brand film.
• Translating complex B2B software into clear business language.
• Advice on marketing and positioning.
• A test of Google Ads.

This was more of a consulting and offer-shaping engagement than pure content. It shows I can step into a hard technical product and simplify its communication without losing the point.

Result

• New landing pages for the products (one of them below, before and after).
• A set of brand, sales and product videos for use in sales and online.
• A complex product described in the language of benefits, not specifications.

What did not work

The Google Ads test did not bring major success. A B2B product with a long decision cycle is hard to catch cold in search. The takeaway: that budget works better on remarketing and educational content than on cold search campaigns.

Below is the landing page of one product (a rental platform), before and after: new structure, hierarchy and communication.