B to B Marketing | Matthew A Johnson
Business to Business Marketing
MarxImports.com
Marx Imports is the Marx family's business specializing in discovering & importing specialty meats to the US from around the world. As such, their target market is very large accounts - national & regional foodservice distributors, grocery chains, etc. MarxImports.com was redeveloped with new branding & all-new copy in late 2017. I wrote all copy for the site.
NewZealMeats.com
Silver Fern Farms is a massive co-op in New Zealand owned by many of the country's best beef, lamb, and venison farmers. They are an extremely important account for the Marx Companies, who as of 2017 had been awarded a national exclusive on Silver Fern's Angus & Reserve beef programs. The success we had marketing their products in the US was cited as a major factor in the decision to award the Companies this exclusive.
NewZealMeats.com is a website we built to promote the brand without explicitly tying it to Marx Imports. That made it useful as a marketing tool to distributor customers who didn't want MI branding associated with their product. I wrote most of the copy on NewZealMeats.com as of late 2017, including a recipe collection, cut guides, program breakdowns, and more.
Direct Mail
I wrote hundreds of direct marketing letters sent to segmented mailing lists of chefs, distributors, manufacturers, eCommerce businesses, retailers & more across the US. Subject ranged across 6-7 different proteins, a multitude of audiences and pitches.
We consistently received feedback from the New Jersey sales office that these letters were helping them crack new accounts.
Point of Sale Materials
I wrote copy for brochures, flyers, e-mails, recipe cards, postcards, and other materials to be distributed at trade shows or customized with distributor customers' information for use selling to their own customers.
Programs included Iberico pork, organic chicken, grass-fed beef (2 programs), grass-fed & grain-fed veal programs, venison, wild boar, kurobuta pork, quail, rabbit, and other specialty meats.
XMedius.com
XMedius was a software company specializing in Unified Communications and Secure Exchange (Fax over IP, Secure File Exchange) Solutions for both SMB and Enterprise level customers. XMedius was purchased by OpenText in March of 2020, and their website will eventually be transitioned into OpenText.com content. Though they were primarily a channel-driven sales organization, I developed blog posts targeting key verticals (Healthcare, Education, Finance, Government, Business), as well as completely overhauling copy on the product pages.
Previously it was difficult for outsiders to understand what, exactly, the company did. The corporate voice on the website (especially the Unified Communications portions) was steeped in 1980s/1990s technobabble. My charge was to change the language, without losing content, into something approachable not just to the IT professionals considering our solutions, but also the less techno-jargon-savvy C-Suite members holding the purse strings.
Marketing Collateral
At XMedius I have written brochures, datasheets, flyers, show banners and more.
Lead Generation Collateral
I have also written XMedius case studies and white papers.
