Professional services
Building a Better-Performing B2B Marketing Ecosystem for Workind
Redesign of the website’s strategic pages and deployment of multichannel digital campaigns, all aimed at optimizing the conversion journey, increasing Workind’s visibility, and driving more qualified traffic among HR decision-makers.
Optimizing the Conversion Journey
Workind, a platform for managing flexible employee benefits, wanted to improve the performances of its digital ecosystem in order to support its growth and better convert visitors interested in the company’s offerings. Our team revamped the website’s key pages by adopting a more conversion funnel-oriented approach: prioritizing messaging, optimizing calls to action, clarifying the offerings, and improving the overall user journey.
Deployment of a Multichannel Media Strategy
To increase brand visibility and drive more targeted traffic, we then launched several B2B-centred digital campaigns on LinkedIn and Google. These campaigns included initiatives focused on brand awareness, traffic, and remarketing. Additionally, targeted InMail campaigns were sent to Human Resources professionals and company decision-makers.
Acquisition, Insights, and Optimization
Although the optimization period was relatively short for such a complex B2B conversion cycle, the campaigns generated significant growth in web traffic: over 1 million Google impressions and nearly 2,000 new users on the Workind website. The results also helped identify the most effective audiences, messages, and channels, which will help in further refining future acquisition and optimization efforts.
