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Buyers Journey Mapping & Content Effectiveness

High Tech and Software industry - A leading B2B Data Storage Technology Services and an American publicly traded company headquartered in California, U.S.It develops all-flash data storage hardware and software products

Achievements

25%

increased lead form submissions

35%

increased asset download

56%

increased video views

Objective

To use a mapping program to manage buyer and customer journeys to increase their cross-sell and upsell revenue

To identify the various assets (gated, ungated, videos, blogs, infographics, analyst reports, whitepaper etc.) that have been downloaded/viewed by site visitors and map the buyer’s journey phase.

To evaluate the content effectiveness and personalize the landing pages based on the customer attributes.

To increase the overall key conversions like form submissions, asset downloads.

Solution

Collated data from various channels, digital touchpoints, and business tools (Adobe analytics, Salesforce, CRM etc.)
Defined buyer personas based on the type of industry/domain and content consumed
Performed audit of existing content/assets and segregated them into several buckets applicable to each stage of the buyer journey map
Mapped Buyer journey through keyword data
Identified data points specific to Topline Accounts and employed the concept of Buyer’s Journey
Supported in development and execution of content strategies for clients

Outcome

25% increased lead form submissions / 35% increased asset download / 56% increased video views

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