Integrated Website Strategy Drives 30% TOFU Growth for b2b Content Experience Platform
The Story
A B2B digital and content experience platform faced a positioning crisis as tightening budgets caused deals to slow and sales cycles to lengthen. Market discovery revealed prospects saw the platform as "nice to have" not "must-have." Their WordPress website wasn't strategically organized for the buyer's journey, required programming help for updates, and wasn't leveraging their own platform's visitor insights capabilities.
What We Did
Messaging and Narrative Workshop to align the company branding to the new wave of the company’s innovation and positioning
Rebrand and site redesign with modern visuals putting product center stage
Webflow + platform integration enabling easy marketing updates while leveraging proprietary visitor data
Homepage experience guiding prospects to role-specific micro-environments
Resource center transformation into essential go-to resource for marketers
Role-specific journeys for key buyer personas
The Edge Impact
16-month transformation
60% reduction in ineffective budget spend
30% increase in TOFU Opps
22% opportunity-to-close
90% retention
“We’re leading the future of B2B marketing. Yet as a scale-up, we needed to build our own marketing capacity, be seen as a must-have martech platform, and become our own best practice. IEC helped define and build a completely connected end-to-end GTM engine which is now an industry best practice and launch a content engine that leverages the best of the Folloze platform. They led us to become customer-centric and drove critical alignment across marketing, sales, customer success, and product. The team has become key to our success.”
