Marketing Automation Gets Results
- Analytics Consulting
- Digital Consulting
- Responsive Websites
- Web Design
Reaching the right customers
Websites tend to grow in stops and starts in response to the changing marketplace. In order to eliminate the noise that accumulates over the years, we led the client in the analysis needed to identify their core goals and core customers. Profiles detailing the personas of their target audience formed the basis of a revamped marketing strategy. Using analytics and insights from varying stakeholders, we produced detailed audience segmentation. Knowing who their customers are let us know what they value most from RiskSpan, therefore we developed a content strategy based on messaging that spoke directly to these customers’ interests An important touchpoint for this activation strategy was RiskSpan’s website. We believe websites should be more than online brochures; they are important customer touchpoints that should be built to add complementary value to the brand experience. In this case, RiskSpan.com would be redesigned to highlight its key strength: its rich library of valuable content. Finally, to drive the company’s technology forward, a plan was put in place to globally migrate their current website to the latest version of the market-leading WordPress CMS platform.
We used our persona data to layout ideal user journeys. These journeys formed the blueprints for email streams and activation maps for the marketing technology configurations. Now, they would be able to create effective content, distribute it, and measure its performance. A bright and colorful redesign refreshed RiskSpan.com and gave it an approachable feel. With WordPress and smart plug-in integration, the site was customized to fit RiskSpan’s needs. All of their most valuable content assets were migrated into the improved library experience. Engagement was driven through Salesforce and Pardot. A digital marketing strategy was implemented that leveraged lead scoring and smart segmentation for targeted marketing.