Enlightenment for the B2B
PXF Lighting is a European manufacturer of advanced lighting systems operating in a highly technical B2B market, where product communication and sales support are critical for growth.
Challenge
The brand lacked a consistent marketing digital framework, had no social media presence, and relied heavily on fragmented materials in sales and tender processes. There was no need for a revolution, company needed an integration.
Role & Thinking
Marketing Specialist responsible for building digital marketing foundations and supporting product presentation.
On the pure marketing end company needed more effective digial activity (social media) and closer cooperation with Sales department - especially for the tenders. On the other hand rebranding wasn't really finished, there was still style of photos to establish, print catalogues to be designed and much more to take care of.
Actions
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Led B2B product and brand campaigns aligned with sales and R&D
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Defined and launched social media strategy from scratch
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Delivered art direction across photo, video, and graphic assets
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Built an in-house photo/video studio to scale content production
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Co-created personalized tender materials with the sales team
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Managed key touchpoints: product catalogue and trade fair presence
Key Projects
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Product Catalogue 2016
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Light + Building 2016 (Frankfurt) – trade fair stand
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LED Poland Lighting Congress 2015
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LED new products introduction
Impact
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Established a consistent brand communication system
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Improved quality and scalability of content production
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Strengthened sales effectiveness through tailored marketing materials
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Built foundational marketing infrastructure (social + content + visual direction)
