STRATEGIC COMMUNICATIONS FOR COMPLEX B2B
Make complex B2B value
clear, relevant and compelling
Messaging & positioning · Executive & thought leadership communications · Proposal & RFP communications
I help French and European companies communicate complex technologies, solutions and expertise clearly and effectively to US and international business audiences.
Strengthen an important commercial story
Build a clear, customer-focused narrative for a major proposal, tender or strategic business opportunity.
When complex B2B needs
clearer communication
Your company may have deep expertise, sophisticated technology and strong solutions. But that doesn't necessarily make them easy to explain—especially to people outside your organization or in another market.
I work with marketing and communications teams when they need to:
Communicate across markets
Communicate more effectively with US and international business audiences—not simply translate what already works in France or Europe.
Clarify a complex offer
Get beyond technical detail to explain what makes your company or solution different, why it matters and why customers should care.
Turn expertise into authority
Turn the knowledge and expertise inside your company into thought leadership and communications that strengthen credibility.
The starting point isn't more content. It's being clear about what you need to say, why it matters and who you need to convince.
Strong communications start before the writing. I first need to understand the business, the audience, the objective and what makes the company, technology or solution different.
That means asking questions, talking with executives and subject-matter experts, and identifying what really matters before deciding how best to communicate it.
My approach draws on an MBA, international corporate experience and years of working with complex B2B companies—combined with an American perspective shaped by much of my career working in France
and across European business environments.
From complexity to
clear communication
UNDERSTAND
CLARIFY
QUESTION
POSITION
STRUCTURE
COMMUNICATE
Business thinking
Corporate experience
American perspective
Areas of expertise
I focus on three areas where complex B2B companies often need greater clarity, stronger positioning and more effective communication.
MESSAGING & POSITIONING
EXECUTIVE & THOUGHT LEADERSHIP COMMUNICATIONS
Turn the expertise inside your company into communications that build credibility and authority.
The best ideas are often already inside the company. I work directly with executives and subject-matter experts to draw out those ideas and turn them into credible communications for the people they need to reach.
Executive articles · Thought leadership · Ghostwriting · Expert interviews · White papers
PROPOSAL & RFP COMMUNICATIONS
Make the value of your offer clear when the stakes are high.
I work with bid teams and stakeholders to understand the customer, identify the strongest messages and develop a clear, persuasive story around the value of the offer.
Executive summaries · Strategic messaging · Customer-value narratives · Stakeholder interviews · Proposal review
Clarify what makes your company, technology or solution distinctive—and why it matters to your customers.
I help bring complex messages into focus—working out what matters most, what makes the offer different and how to turn it into a compelling story your customers can understand.
Messaging frameworks · Value propositions · Corporate and brand messaging · Website messaging · Presentations
EXPERIENCE INCLUDES
Alstom · Nexans · IDEMIA · Cosmo Tech · ARISTID · Heliqx · Lynxeo · AI Verse · BBA · IMATAG · ALTios · OpenClassrooms
Business experience behind the communications
I'm Susan Langmann, an American strategic communications consultant based in France.
Before starting my independent business, I
worked in EMEA corporate roles with IBM and
Texas Instruments. Today, I bring that corporate perspective, an MBA, and years of experience working with complex B2B companies to the communications challenges my clients bring me.
My approach is straightforward: understand the business first, then determine the clearest and most effective way to communicate it.
INSIGHTS
Thinking about complex B2B communications
MESSAGING & POSITIONING
Why the most important work in complex B2B communications often happens before the first word is written.
US & INTERNATIONAL COMMUNICATIONS
The harder challenge for European B2B companies is making their value resonate with American business audiences.
PROPOSAL & RFP COMMUNICATIONS
A strong executive summary doesn't simply recap the proposal. It builds the strategic case for your offer.
