Inet

Client: Alpega Group, inet, Austria/Belgium

With customers all over the world inet, based in Dornbirn is a leading player in logistics software. They offer one of the worlds most respected Transport Management System solutions. Their cloud based logistics software is trusted by many companies who successfully and accurately use it to connect thousands of people every day. Long gone are the days of manual delivery logs and excel sheets, today logistics firms are fully automated and slick operations that require extremely complex and reliable software to keep them functioning effectivity.  However, converting players in logistics to use and invest in such a powerful tool requires building trust and understanding.

The Challenges:
TMS cloud based holistic software solutions can sound complicated. Simply put inet’s products allow people to know where goods are around the world – all the time.  But of course like all software solitons the services it offers and the potential the product can realise are vast, complex and overwhelming if you are new to the concept of digitalisation.  I had to find a balance in sharing the products with new customers without under valuing the product, or over complicating it, while demonstrating its advantages to new and existing customers alike. 

The work:
Over the course of several months, working with the marketing department of inet I researched, planned, wrote and delivered multiple long form content pieces to populate their strategy.  All the work had to distil the essence of what the software can do without dumbing down the technical advantages or the complexity of both the product and the market. Each piece had to demonstrate inets empathic approach to logistics management. They ranged from blog articles that explain new and additional services, through to Ebooks and the website copy.  The work spoke to varying customer groups and the tone, detail and format were all tailored to have the greatest impact.

The Results:
The Ebook is still the downloadable key sales tool when attracting new customers, shared on the homepage and across multiple platforms. The web text delivers against SEO and the articles fill the online resources pages and LinkedIn.