imaginArt · B2B content & communications
Making specialist B2B communication clearer
Content structure, editorial communication and campaigns for professional audiovisual audiences.
Marketing & Communications Specialist · Jan 2023–Jul 2026
The challenge was to keep technical information accurate while making it easier for customers to understand across product pages, email and event campaigns.
At a glance
- The challenge
Make specialist technical information clearer and easier to act on.
- My role
Communications Specialist
- What I did
Content strategy · Product content · Email · Events
- Evidence
~24% → ~34% email open rate
~110–125 event attendees
Approximate recalled figures
Context & collaboration
Where the information came from
Engineering provided the technical detail, sales brought customer context, and I shaped the structure, framing and copy before management approval.
02
Turtle AV · imaginArt
Structuring the Turtle AV product page
I structured the product page and worked with technical specialists to decide what information to prioritise and how to present it to a professional B2B audience.
- Select
- Prioritise
- Structure
- Adapt for the audience
- Features → benefits
- Specifications → applications
- Technical terminology → customer-facing language
- Product families → navigation
Technical truth → structure → usable B2B content
03
imaginArt · Madrid Open Days 2026
Planning and promoting a corporate event
I worked across the mailing, web content, LinkedIn communication, Canva assets and registration flow for the Madrid Open Days.
- Mailing
- Web
- Canva and support assets
Approximate attendance figures.
I had used a similar event communication structure for the Bilbao event the year before.
04
AV Supports Catalogue
Structuring a technical product catalogue
I defined the product families and a repeatable structure for descriptions, compatibility, weight, VESA, movement, use cases and calls to action.
Repeatable product structure
- Description
- Compatible size
- Weight
- VESA
- Movement
- Use case
- CTA
05
Lumens
Adapting technical information for a B2B audience
I selected, prioritised and rewrote manufacturer documentation for imaginArt’s professional audience.
Abilene
- Select
- Prioritize
- Adapt
- Structure
- What does it do?
- Who is it for?
- Why does it matter?
- How can it be used?
The technical specifications came from the manufacturer; my role was deciding what to include and how to present it.
What I learned
The version I preferred wasn’t always the one that performed best.
We started A/B testing subject lines later. It was a useful reminder that a version can feel obviously better to me and still not be the one readers respond to.
Areas of work
- Content strategy
- Technical communication
- Campaign execution