Transforming complex CPQ software into a compelling sale.

The challenge

KBMax's software was powerful and difficult to explain. It configured complex products in 3D, priced them, generated CAD drawings automatically and passed orders straight into Salesforce and ERP systems, and its buyers ranged from sales directors to the engineers who would live with the results. The website and content had to make that value clear to every one of them, and quickly.

The work

• Website UX copy. I wrote the website's UX copy, organising it around the solutions, industries and results manufacturers cared about most.
• Whitepapers and eBooks. Long-form guides on sales and engineering automation, CPQ implementation and visual product configuration, written to generate leads among senior buyers.
• Case studies. Customer stories based on interviews with the engineers and sales leaders who used it, presenting their results as evidence other manufacturers could trust.
• Expert interviews. I interviewed customers and subject experts so every piece spoke with real authority and included real-world detail.
• B2B emails. Email campaigns that nurtured leads from their first download to a sales conversation.

Impact and results

KBMax's own published milestones chart a company on the rise. It featured on the Inc. 5000 list of America's fastest-growing private companies in both 2019 and 2020, the second time with revenue growth of 189%. Its Tuff Shed customer story, which opens with an interview with Tuff Shed's sales leadership, was named Case Study of the Year by the Business Intelligence Group in 2019. In May 2021, Epicor acquired KBMax, and its software lives on today as Epicor CPQ.

Those results belong to KBMax's product, sales and customer teams. My part was making the case for the software clearly and persuasively, wherever buyers encountered it.