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Cohesive Marketing Strategy & Implementation for Capturing Digital Leads – How Our Client Increased Lead Generation by 52% in 3 Months

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An IT Services company approached us to help them streamline entire inbound marketing process and increase its marketing ROI. Cygnet implemented a wide range of tools, served a responsive web experience, built an integrated mobile app, and improved reporting & analytics to help our client increase marketing qualified leads by 52% in three months.

Project Details

Customer Size: Mid-size
Country: USA
Domain: IT
Solution: Enterprise Content Management and Marketing
Methodology: Agile & Scrum
Integrations: GoToWebinar, GoToMeeting, ShareThis, Intranet Portal, Dynamics CRM, Android and iPhone App
Add-ons: Google Analytics, HubSpot Analytics, CrazyEgg, Visual Website Optimizer, StatCounter

Client Profile

A mid-size IT services company operating globally, focusing on providing innovative software solutions to a wide range of industries. Leveraging a wide range of technologies and domain expertise, the company delivers solutions that empower product companies & mid-size enterprises to improve operational efficiency

Business Scenario

Our client wanted to make a transition from its traditional marketing process to a modern, precise, sales-driven practice & framework. To accomplish this, targeted digital marketing, efficient content & design updates, and reduced cost of website maintenance were essential. Working closely with the client’s team Cygnet identified the roadblocks: 

  • Brand messaging not in tune with company’s aspirations
  • Randomized marketing strategy driven by ad-hoc requirements
  • Inadequate user engagement resulting into high per-lead cost and low conversion rate
  • Website performance issues – slow loading, duplicate pages, no search, outdated CMS
  • No system for quantifying & reporting impact of marketing efforts

Cygnet’s Solution

Cygnet analyzed client’s current infrastructure and process, and outlined expected future outcomes. By providing an end-to-end web content marketing solution, Cygnet facilitated targeted and effective digital marketing, empowering the client to increase overall marketing efficiency. Our team took the following actions to achieve the goal: 

Building Smart UX

  • Streamlined operations to ensure that both sales and marketing teams combined inputs for marketing content and design 
  • Revamped website – new graphically-rich responsive website with content-first approach, plus developed an integrated mobile app
  • Worked with client to identify target audience and create Information Architecture for maximum engagement
  • Created design templates and targeted content for PPC landing pages and more than 25 key web pages

Planned and Prompt Implementation

  • Migrated website to upgraded CMS version & implemented custom functionalities for faster content & design updates
  • Followed Agile development processes with Scrum framework to ensure timeliness and quality of output
  • Web optimization activities, and implemented Amazon CDN for speedy page loading

 Analytics & Reporting

  • Implemented CrazyEgg, various Analytic tools, BI reporting tools to quantify performance and report it in accessible graphical formats

Benefits

In three months, our client reduced the cost-per-lead by 33%. Streamlining operations between sales & marketing led to significant improvement in relevance of leads, while with advanced analytics & reporting, the client is able to constantly hone the digital marketing process.

About Cygnet

Our motto ‘IT is About You’ is more than just a tag line – it is the very heart of Cygnet. We always ensure the continued success of our clients and employees by placing problem solving ahead of anything else and walking the extra mile when needed.