One platform, a different site for every client.
Rethink Demand needed to launch gated whitepaper microsites for their own client base — without building a bespoke website every time. We designed and built B2B Whitepapers: a template-driven, multilingual platform where any campaign manager can spin up a fully branded site, capture leads on every download, and sync content straight from Hermes. It now runs live campaigns in English, French and beyond.
Three templates. One CMS behind all of them.
A bespoke site for every client
doesn't scale.
Rethink Demand runs whitepaper-led lead generation on behalf of their own clients — but every new client meant briefing, designing and building another one-off gated content site from scratch, then wiring up lead capture and tracking by hand each time.
The platform also needed to be genuinely multilingual from the start, not English-first with translations bolted on later — content, forms and UI chrome all needed to work properly in each client's own language. And once a site was live, whoever was running that client's campaigns day-to-day needed to manage it themselves — not file a dev ticket every time a new whitepaper needed publishing.
Four pillars behind B2B Whitepapers.
We designed and delivered B2B Whitepapers as a modular data product — engineered around how Rethink Demand's campaign teams actually operate, not around a reference architecture. Four pillars carry the platform.
Templates & brand customisation
Three distinct templates, each with a different look and feel. Whoever's running the client picks one, then sets the colours and hero imagery to match that client's brand — no code, no designer required.
A CMS built for campaign managers
Publishing a whitepaper, swapping an image or launching a new client site is a form to fill in, not a dev ticket. The system is used day-to-day by whoever manages the client campaigns, so it had to be genuinely easy to use.
Multi-language by design
Content, forms and UI chrome all localise per site — genuinely multilingual from day one, not English-first with translations bolted on after.
Lead capture, synced to Hermes
Every whitepaper download is a tracked lead, attributed back to its campaign. Whitepapers themselves sync from Hermes, so a client's assets can simply be allocated to their own site.
What B2B Whitepapers changed.
A core system,
not a side project.
B2B Whitepapers is now how Rethink Demand launches and runs gated-content campaigns for its clients — from the first single site through to a proper multi-client CMS shaped by months of real usage data.
It was built to keep going. Modular by design, so a new template, a new language or a new client site slots in without unpicking what's already live.
A new client site launched from a template in days, not weeks
Brand colours and hero imagery set by campaign staff, no dev needed
Campaign managers publish and manage sites without a developer
Live campaigns running in multiple languages, including French
Every whitepaper download captured as a tracked, attributed lead
Whitepapers allocated straight from Hermes to any client site
Where AI does the work in B2B Whitepapers.
Three features let one piece of content work across languages, psychographic profiles and reader questions — without a rebuild for every campaign.
Content that adapts itself, not a template swap.
AI is what lets one whitepaper flex to fit the market, the reader and the question — translated, re-tuned to how its audience decides, and answerable in a live chat rather than a search. Rethink Demand's clients get one build that adapts per campaign, instead of a rebuild for every one.
One whitepaper, every market
Translates campaign content into the language each market needs, without a separate build for every locale — a French launch ships from the same site as the English one, not a parallel project.
Content tuned to how people decide
Rewrites campaign copy to match OCEAN-compatible sentiment — the same psychographic model powering Hermes' lead scoring — so the same whitepaper reads differently depending on how its audience actually processes information.
Ask the document, not search it
Readers chat directly with a whitepaper — summarise it, ask follow-ups in context, and export the conversation. Guardrails keep answers inside the document, nothing outside it — turning a static PDF into a session that holds attention, and captures a lead, for longer.
Two weeks to launch, months to learn, two weeks to scale.
Phase 1 — single client site
2 weeks
Live testing & data gathering
A few months
Phase 2 — multi-client CMS
2 weeks
Ongoing enhancements
Currently in progress
What B2B Whitepapers is built with.
A deliberately unexciting stack — chosen because it holds up in production, not because it was new.
Microsoft Azure
Figma
Python
React.jsI like High Digital because they do what we need effectively and within our budget.Read more client stories
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Questions, answered straight.
Have an outcome in mind?
We'll help you
ship it.
- You're building a data product and need a team that can deliver.
- You want to get AI-ready — pragmatically, not theoretically.
- Your reporting is a mess and you need a real platform underneath it.