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Buyers Journey Mapping & Content Effectiveness

Client: B2B Data Storage - Tech/Hardware

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 Downloads
56
% Increased Video Views
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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

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Collated data from various channels, digital touchpoints, and business tools (Adobe analytics, Salesforce, CRM etc.)

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Performed audit of existing content/assets and segregated them into several buckets applicable to each stage of the buyer journey map

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Identified data points specific to Topline Accounts and employed the concept of Buyer’s Journey

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Defined buyer personas based on the type of industry/domain and content consumed

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Mapped Buyer journey through keyword data

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Supported in development and execution of content strategies for clients

Outcome 

 

25%

 
Increased Lead Form Submissions

 

36%

 
Increased Asset Download

 

56%

 
Increased Video Views

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