Before Hue Du signed on with Equipment Depot – the Houston, Texas-based material-handling company – in 2015, she was struck by the company’s massive size. And by how poorly it presented itself to the world.
A newly redesigned website that took 20 seconds to load, for example, was chock-a-block with dated imagery.
Its collateral material was also “horrendous,” Equipment Depot’s vp/marketing and communications, bluntly told her audience at the Association of National Advertisers’ (ANA) 2018 Masters of B2B Marketing conference. “It looked like somebody did it in the garage.”
But Du, who had...