Our partnership with SBI began through a referral from HubSpot. It was one of the first enterprise-level HubSpot users that wanted to leverage the CMS, which helped to break the misconception that only smaller business could leverage the power of this CMS.
The process began with what would typically be our digital-onboarding workshop. These workshops usually identify and refine buyer personas, review business and revenue goals and establish benchmarks and key performance indicators, but SBI’s workshop was different. It initially came to us with six fully fleshed-out buyer personas. So, for the first meeting our team sat down with SBI’s CEO to dive deep into each of them.
After gaining a comprehensive understanding of each of its buyer personas, which were broad, we worked collaboratively with SBI to finalize these identities and how they played into the site’s navigation. In addition to having buyer personas previously defined, the team came to us with a specific strategy in mind. It wanted to design and develop a site around how its business can impact different roles within an organization.
Leveraging HubSpot CMS's Smart Content Features
To achieve this, the staff decided to leverage smart content and personalization. The goal behind this was to provide each visitor with a unique and enjoyable experience, while also qualifying these individuals from the first touch. With more than 90 percent of the company’s marketing efforts allocated toward the website and blog (strictly inbound practices), we collaboratively decided the site had to be simple, uncluttered and deliver that unique experience they sought.
With the information we gathered from different meetings and conversations, we completely understood the business SBI conducts, along with its goals and strategy. With this new knowledge in tow, we were ready to begin the website-planning stage. Typically, our web-strategy team creates website architecture, wireframes and conversion maps detailing how each persona would move through the finished website. In SBI’s case, the company came to us with developed architecture and wireframes.
SBI’s goal for the website architecture was to generate a greater amount of traffic while increasing its visitor-to-lead conversion rate. Therefore, we created a homepage that displayed different organizational positions (SBI’s personas), which visitors could click. Doing so would present them with a personalized journey of hand-picked blog posts and relevant services that spoke directly to each persona’s pain points.
Additionally, we offered SBI's team custom training in the HubSpot CMS. This way, it can manage and further develop its site internally.