Creating sales enablement materials to support client conversations
I led the creation and development of a visual recommendations process used by the sales team at an online marketing company to support new business and client conversations. What began as one-off mockups evolved over several years into a streamlined process, using tailored assets, interactive documents, and presentations to demonstrate how the company’s personalisation solutions could be applied to brand’s digital marketing strategies.
Creating personalised recommendations
Working closely with the sales team to understand each prospect or client’s requirements, I created tailored mockups that integrated platform solutions into existing digital (web and email) assets, as well as developing new designs from scratch. I researched each company’s visual identity, producing high-quality, on-brand designs, so that everything presented felt bespoke rather than templated.
The mockups were then showcased through highly visual recommendation documents, where I was responsible for both the design and written content. Alongside this, I created animated PowerPoint decks for sales presentations, and in some cases developed longer-form documents for enterprise prospects with more complex requirements.
Client
Various eCommerce brands
Deliverables
Email & website mockups
Interactive PDF documents
Copywriting
PowerPoint presentations
Software
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
FlippingBook
Microsoft PowerPoint
Monday.com
Hubspot
Developing an interactive sales process
Following strong uptake from the sales team and positive client feedback, I secured budget to introduce FlippingBook. This allowed me to turn static PDFs into interactive, trackable documents, improving how materials were shared and how engagement was measured. For example, I could notify the sales teams of which solutions had the highest engagement, or when documents had not been viewed before a meeting. Interactive features included zoomable images and embedded videos, helping prospects explore the mockups and understand the solutions in more detail.
As the system developed, I supported junior designers contributing to the work and created a repeatable process checklist for the team to follow, alongside a Monday.com request form for the sales team, helping to streamline briefing, maintain consistency, and improve efficiency.
Client-purchased email designs
A significant part of these projects involved designing email mockups. Over time, this became a core area of my work, and I developed strong experience in designing email layouts that take into account HTML constraints and email design best practice.
In multiple cases, clients who went on to purchase the marketing software also chose to purchase the proposed designs for use in their marketing campaigns. I worked closely with the professional services team to bring these concepts to life. Examples can be seen below.
Results
The recommendation system became embedded into the sales process. Documents were typically introduced once deals were established in the pipeline (around 20%+ progression), supporting client discussions and reinforcing the value of the solutions. Since implementation, I created tailored materials for more than 200 eCommerce and travel brands.
The impact of these efforts was significant, contributing to £1.4 million in new business revenue over a three-year period (2021-2023). HubSpot tracking showed that deals using recommendation documents consistently outperformed those that did not, with a 28% win rate in 2023.
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