Full Website Design for B2B SaaS MDM Technology Startup

Full Website Design for B2B SaaS MDM Technology Startup

Full Website Design for B2B SaaS MDM Technology Startup

Branding | Web Design | Marketing Operations

Confidential Organization | 2020

A new branding structure and website redesign reduces confusion around this organization’s products and services, allows for dynamic account-based marketing messaging and content, and is integrated with a complete marketing tech stack for lead generation and conversion tracking.

Goal

When I arrived to fulfill the newly created Marketing Director position at this organization, the first major project to tackle (besides a full marketing infrastructure overhaul) was to create a new website. The organization had several disparate websites for its products and services, with an antiquated design and tech-heavy messaging. 

Take a peak at the old site here: Old Website Circa 2018

Approach

This was my first project in this position. Before I could get started I had to learn the ins and outs of the organization and its services. I did this by reading materials given to me by leadership, interviewing sales, operations, and development folks and by reviewing its websites. 

I quickly understood that the sites needed better organization. Disparate sites per product was an issue in navigation and confusing for the reader. This website re-design began to be a re-branding exercise. The product taxonomies and product structures themselves were a bit hodgepodge and difficult to understand. 

I took a step back and created a new brand strategy. This would take a number of services, all originally given obscure Latin names of course, and give them modern, easy to understand names and sensible relationships between with each other. 

With the new branding architecture, naming, and design I was able to create a sitemap that would combine three websites into a cohesive, easily navigable home site. I designed a completely new brand aesthetic with slim lined characters and simplified infographics and process workflows. I worked with several stakeholders to simplify the copy on the site and move away from overly-technical jargon written by developers, to relatable text for our audience and their level of understanding of the issues. 

Lastly, to boost our online presence, I built a blog and resource section with a complete SEO regiment per piece. I employed contract writers and worked with them to churn out relevant content to keep our readers exploring. 

Results

The new site infrastructure allowed us to move quickly with new campaigns. Unbeholden to web developers, our WordPress infrastructure gave me the ability to design and launch a landing page in less than one day. We were able to test content more efficiently and adjust as needed.

I was able to integrate Google Analytics, Hubspot CRM, Mailchimp, Salesforce and Terminus ABM software and use the site as one piece in the lead generating and tracking marketing tech stack. We began to see a major uptick in usership as we published blogs, whitepapers, videos, case studies and launched ads across our prospects’ ecosystems. 

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Katie Novo

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Corporate Blog Design and Content Development Strategy

Corporate Blog Design and Content Development Strategy

Corporate Blog Design and Content Development Strategy

Content Strategy | Content Development | Web Design |Marketing Operations

Confidential Organization | 2021

Multiple marketing strategies for this organization are supported by the creation of a blog and online resource center. Significant growth is then achieved with the onboarding of Subject Matter Experts as contracted writers to help keep a constant flow of relevant and insightful B2B SaaS content and to help education target audiences. 

Goal

This organization provides a complex master data management solution that is a necessary upgrade for process improvements in healthcare and life sciences companies. However, it is difficult to understand as a sophisticated backend technology and solves a problem that most don’t even know exists – or that they don’t know how to articulate yet.

Therefore, we not only needed strategies to improve direct sales, we needed to become educators in the process. 

Approach

My approach to marketing an “Unknown Unknown” was to begin with basic education around the problems it seeks to solve. I started by designing the blog and website infrastructure as a vessel for new content. I integrated it with Google Analytics and Hubspot for tracking and analytics, as well as with Mailchimp for new subscribers and privacy compliance. I developed and detailed an SEO regimen to be applied to each piece of future content for our interns and marketing coordinators to follow. 

Once the infrastructure was in place I began to develop content. I repurposed old material with important messaging into brand new whitepapers and case studies. I outlined and began to work on heavy-hitting content with our internal staff. And, most importantly, I found and contracted writers that could develop content for this complex technology with little input from our Subject Matter Experts. This allowed us to spend more time developing technical content with our SMEs internally, such as whitepapers, case studies, and demos, whilst weekly articles on less complex topics could continue to be published and boost our SEO. 

Results

The organization has consistently seen growth in its web visitors and content downloads. I was able to leverage blog articles and downloads in various demand generation and account-based marketing campaigns, as well as leverage data from the blog activity to better target accounts in our lists with their specific interests. The content developed was even helpful in developing the organization’s first email nurturing campaigns. 

A blog is a necessary vessel for any B2B SaaS company to be successful. Not because you will become a publishing company with avid readers, necessarily, but because it helps your audience understand why they need you and it helps you understand your audience. 

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Katie Novo

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Thought Leadership Content Strategy: Infographic and Data Visualization Design and Development

Thought Leadership Content Strategy: Infographic and Data Visualization Design and Development

Thought Leadership Content Strategy: Infographic and Data Visualization Design and Development

Content Development | Graphic Design | Data Visualizations | Infographics

Azzule Systems | 2012-2019

Storytelling through data visualizations and infographics is a compelling way to help B2B SaaS and technology services educate, connect with, and onboard their audiences. This is one of my favorite types of projects. It allows me to go deep into the technology, analyze data, connect with Subject Matter Experts, and process and synthesize difficult concepts into consumable pieces with beautiful graphics. 

Goal

Primus Group offers a diverse set of services all centered around Food Safety and Supply Chain Compliance. Azzule systems is its technology and data management branch. It is a forward-thinking tech company attempting to connect with and sell to a notoriously traditional and tech-resistant industry.

It has to lead with Thought Leadership as its marketing strategy and seeks to explain how its complex technology works to solve complex problems while making the lives of its clients much, much easier. 

Approach

Below are a several examples of how we approached this problem – with exceptional, consumable graphic design and data visualizations and with compelling storytelling.

Results

Take a look. The work speaks for itself. 

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Katie Novo

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Customer Retention Marketing: Annual Client Data Analytics as a Service Campaign

Customer Retention Marketing: Annual Client Data Analytics as a Service Campaign

Customer Retention Marketing: Annual Client Data Analytics as a Service Campaign

Marketing Strategy | Product Design | Data Visualization Design

Azzule Systems | 2018

A B2B Data Management as a Service organization looks for new ways to engage with its clients around their data. This project lives where Marketing and Product design meet – where data generated by the product can be repurposed into insight and used as an incentive for the clients to use the software more.

Goal

Technology as a service can be difficult to package. There are no bottles or boxes to put labels on and there are not always client interfaces to see into the inner-workings of SQL database and API functions. This was, at the time, true for this Supply Chain Data Management software company.

At the time, this organization was finding it challenging to communicate the benefits of storing all of a client’s food safety and compliance data within the software. Users would login to send and retrieve compliance data and were not engaging with some of the newer compliance analytics features with the software. 

We needed a way to get them to see the organization as not just a transactional send and retrieve software, but as a compliance hub for management and insight. 

Approach

My approach to this problem was this — People love insight about themselves. People are constantly spending precious time on filling out click-bate surveys so that it will spit out a report or piece of insight about them. This principal applies in business as well, particularly for software and technology companies.

Coincidentally, as I was helping to design for this project, I had just so happened to receive my “Spotify Wrapped.” If you are not familiar with it or are not a Spotify user, it is an annual report that Spotify gifts to its users every December. It tells them weird insights about themselves that are fun and clever, while also telling them basic facts like what their most listened to song was all year.

Below are some examples of my Spotify Wrapped from last year (2022):

For this project, I imagined that our clients were inputting all of this compliance data into the software and that they might be surprised by what insights it could potentially generate. Some clients may even have specific questions they want answered from that data.

In fact, as a premium service, we had been creating custom reports for buyers to demonstrate various weak points in the supply chain or frequency of non-conformance, etc. However, the issue with the existing approach at the time was to generate graphs and charts from big data sets and send them to the client. The clients would have to then analyze the graphs and charts and look for insight.

With Azzule’s powerful data set and its scientific and technical compliance knowledge, it could pull those enticing bits of insight out of the data and present it to the client as a key finding, rather than just averages or general knowledge. For example: Instead of telling a client that they had a total of 1,000 lab results last year, tell them that their most tested area was San Juan Bautista and show them the top 5 regions. Make it visually stimulating and make it very specific.

I created a mock-up of this concept as the report below based on my own insight of what was possible with the data and presented it for consideration. 

Results

Delivering the data in this way presents a new way for the client to experience their data. It’s consumable, insightful, and best of all – it can be repurposed into the reports they share internally. It even helps them think creatively about their operations and about the potential for the data that they may not have considered before.

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Katie Novo

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Animated Explainer Video Development: B2B SaaS Content Copywriting, Storyboarding, and Graphic Design

Animated Explainer Video Development: B2B SaaS Content Copywriting, Storyboarding, and Graphic Design

Animated Explainer Video Development: B2B SaaS Content Copywriting, Storyboarding, and Graphic Design

Content Development | Storyboarding | Graphic Design

Confidential Organization | 2020

Difficult concepts are best explained in simplified terms and with visual support. Video is the number one way in which people prefer to learn online. This project is an example of an Animated Explainer Video that I copywrote for, storyboarded, designed and worked with an animator to develop for a B2B SaaS company. 

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Katie Novo

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