Trend2B

Trend2B is a B2B SaaS company with more than 12 years in the market, specialized in co-op marketing fund management through SIM (Integrated Marketing System). Its client portfolio includes brands such as Schneider Electric, ScanSource, APC, and Vipal, positioning the company as a reference in the segment.

The co-op funds market is naturally bureaucratic and complex: it involves brands, distributors, resellers, and multiple approval layers. The challenge was to communicate SIM's value to B2B decision makers without falling into technical jargon or a generic corporate approach that could not qualify and convert leads.

Main goal: Turn Trend2B's website from a corporate showcase into an active sales tool - able to qualify leads, build credibility, and guide B2B decision makers toward booking a demo in just a few clicks.

Co-op fund management is naturally bureaucratic: brands, distributors, and resellers operate different rules, cascading approvals, and recurring reporting. The central challenge was to communicate how SIM automates these flows without relying on technical jargon that pushes away the B2B decision maker - usually a Channel or Marketing Director focused on outcomes, not features.

The previous website presented the company, but it did not qualify the lead - it did not create urgency or guide toward conversion. Corporate content structure (history, mission, values) occupied the space where sales arguments should have been: social proof, clear benefits, and a direct demo CTA.

As a result, the sales team had to compensate during the sales process for what the website did not deliver. Leads arrived at meetings without understanding the product, extending the cycle and increasing sales cost.

To structure the website as a SaaS sales tool - not a corporate showcase - I conducted desk research in the segment, analyzed direct competitors, and spoke with Trend2B stakeholders and profiles aligned with the target audience.

I chose one primary persona because, although the website also serves tactical profiles (operations managers), the buying decision is concentrated in the strategic decision maker - and that is who the website narrative needs to convince.

Four pages - a deliberately lean structure aligned with B2B decision makers who scan and look for quick answers. Each page had a clear intent and visible CTA.

A corporate website that translates the complexity of co-op fund management into a clear visual narrative, guiding the corporate lead from unfamiliarity to conversion in a few clicks - without technical jargon or content overload.