B2B Marketing Platform
Strategic Alliances — B2B Marketing Tool to Win Business
Overview
A strategic B2B marketing platform enabling KPMG to showcase industry-specific expertise and win enterprise business through targeted partner solutions.
A hub connecting enterprise clients with KPMG's services: industry solutions, success stories, thought leadership and a team directory, all driving partnership enquiries.
Role
Lead UX/UI Designer
Platform
Responsive Web Platform
Client
KPMG
Tools
Figma, FigJam, Webflow
Team
PM, 2 Engineers, UX Researcher, Content Strategist, BA
Impact
6
Industry Verticals
40+
Success Stories
12
Executive Profiles
15
Solution Areas
01 — Industry Solutions
Six verticals, tailored expertise
02 — Automotive Expertise
Mobility and assembly solutions
Deep expertise in automotive sector transformation, from assembly optimization to mobility services and sustainable practice development.
Assembly & manufacturing optimization
Mobility service innovation
Sustainable practice development
Digital transformation roadmaps
03 — AI, Data & Analytics
Seamless integration and success
Partner with a trusted expert to navigate AI, data and analytics.
04 — Customer Story Insights
Real-world transformation metrics
+30%
Production Efficiency
-25%
Cost Reduction
-40%
Defect Rate
+20%
Customer Satisfaction
05 — KPMG Alliances
Empower your business with trusted partnerships
06 — Leadership Team
Executive profiles and expertise
Executive visibility
Dedicated team directory featuring executive bios, credentials, and direct contact information to establish trust and facilitate partnership conversations.
Domain expertise
Showcase specialized knowledge across industries with role-based filtering, social links, and downloadable credentials for enterprise client research.
07 — Closing Section
Your trusted partner in digital transformation
Summary
Overview
A B2B platform showing KPMG's industry expertise and driving partnership enquiries.
Challenge
KPMG's solutions, stories and team expertise sat scattered across touchpoints.
Solution
Six verticals, success metrics, thought leadership and team profiles — up 52% in qualified leads.
Key Results
08 — User Testing
Enterprise decision-maker validation — testing B2B engagement and lead intent
Enterprise buyers and C-suite tested whether the platform read as credible and prompted enquiry.
Executive stakeholder interviews
Eight moderated C-suite sessions on how buyers judge partners online.
Content preference and clarity testing
Metric-led, narrative and case-led stories tested — metric-led won.
Heatmap and CTA effectiveness analysis
Scroll depth and CTA tests; 'Get in touch' beat 'Schedule a consultation'.
Key Outcomes
52%
increase in qualified partnership enquiries following platform launch
Industry
vertical pages held attention 3x longer — expertise beat general positioning
Executive
profiles were the second-most visited section
"Get in touch"
CTA beat alternatives by 24% in click-rate
Automotive
copy rewritten after reading as generic to specialists
Methodology
Design System
KPMG Alliances — authoritative, enterprise-grade design
Rooted in KPMG's global brand guidelines, the system was extended for a digital-first B2B context — balancing enterprise authority with accessible, conversion-oriented layouts.
Colour Palette
KPMG Blue
#00338D
Primary brand, navigation, key CTAs, section anchors
KPMG Mid Blue
#005EB8
Interactive elements, hover states, card accents
KPMG Light Blue
#009FDA
Highlight elements, data visualisation accents, badges
Charcoal
#1A1A1A
Primary headings, body copy on light backgrounds
KPMG Purple
#6D2077
Insight category tags, thought leadership labels
KPMG Green
#43B02A
Positive metrics, success indicators, CTA accents
Light Surface
#F5F5F5
Section backgrounds, card surfaces, sidebar fills
White
#FFFFFF
Content cards, modal surfaces, team profile backgrounds
Typography Scale
56px / 300w
Hero Headline
Platform hero — KPMG uses a light-weight large headline for gravitas
32px / 700w
Section Title
Industry verticals, solution headings, team section
20px / 600w
Card Title
Success story titles, alliance partner names
16px / 400w
Body
Description copy, expertise paragraphs, insight text
36px / 700w
Metric Display
Customer story KPIs (+30%, -25%, -40%, +20%)
12px / 600w
Label / Eyebrow
Section labels, industry tags, uppercase category markers
Core Components
Industry Vertical Card
Dark image card with industry name, icon and value proposition.
Customer Success Metric
Bold percentage with label — outcomes readable at a glance.
Executive Profile Card
Portrait, name, title, expertise and LinkedIn — role-filterable.
Insight Article Card
Thumbnail, category, headline and date — filterable by topic.
Alliance Partner Logo Strip
Scrolling partner logos with hover labels.
Partnership CTA Section
Full-width blue block with headline, copy and outlined CTA.
"Chris transformed how we present our alliances — qualified leads rose 52%, now our primary B2B tool."
Rebecca Thompson
Director of Alliances, KPMG