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IMA B2B

Helping a Traditional B2B Agency Build a Digital-First Mindset

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Client: IMA B2B
Sector: B2B / Industrial / Manufacturing
Notable Brands: MTA NSW, Case IH, Hitachi Forklifts

The Challenge

IMA B2B had deep experience in traditional marketing and brand strategy for industrial clients—but when it came to delivering digital work, they were under-equipped. Their team had limited technical knowledge, relied on templated landing pages, and lacked the digital strategy to deliver sites that converted or supported broader campaigns.

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  • No in-house digital strategy or UX knowledge

  • Lack of clarity around user journeys or conversion goals

  • Manual, inconsistent delivery processes

  • Struggles with scoping and selling larger digital projects

 

They knew they needed to evolve—but didn’t know how to do it on their own.

My Role

I came in as a trusted extension of the IMA team—helping them reimagine how they pitch, scope, and deliver digital work from the ground up.

 

  • Led digital discovery and strategy sessions across multiple client accounts

  • Mapped end-to-end user journeys and implemented best-practice UX design principles

  • Built internal frameworks for pitching and delivering scalable digital solutions

  • Advised on toolsets and internal systems to streamline workflow and boost clarity

  • Took lead roles in complex digital pitches, including full membership platform builds and integrated campaign architecture

  • Acted as a day-to-day digital lead, translating client needs into deliverables that delivered value

The Outcome

  • The IMA team gained confidence and credibility when offering digital services

  • Processes became clearer, delivery faster, and client outcomes sharper

  • Successfully delivered integrated campaigns and website builds for MTA NSW, Hitachi Forklifts, and Case IH

  • Internal digital maturity leapt forward, enabling better work—and bigger wins

"Craig demystifies the digital landscape with his unique ability to break down the complexities of digital projects.

Since early 2020, he’s been part of the IMA team, leading projects from digital strategy to web development. Craig has been an asset to the team—what sets him apart are his client-facing skills.

With broad digital expertise, project management, and communication skills, Craig can adapt to any project."

Laura Tesluk, Managing Director, IMA B2B

Key Takeaway

When your agency knows it needs to deliver better digital—but doesn’t know where to start—someone needs to lead the way.
 

I brought the strategy, clarity, and delivery chops IMA needed to evolve with confidence.

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Want to See What This Could Look Like for Your Team?

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