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

Connect with me on Linkedin or send me a message and I’ll get back to you as soon as possible.

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Marketing Strategy | Market Research | Account Based Marketing

Confidential Organization | 2021

You can sift the open ocean for treasure and never find so much as a sliver of iron ore. Or you can put in the time and research to find the best spot in a small cave in northern California to improve your chances of hitting it big. In B2B technology sales, casting a wide net is a surefire way to get nowhere. Intelligent prospecting sets you on the quickest course for success.

Goal

The B2B SaaS sales cycle for products ranging from 150K to over one million dollars is a long and tedious one. Your strategy for reaching leads and the processes by which you move prospects through the various stages of qualification must ultimately deliver your sales team the best possible candidates for this arduous sales cycle. 

I was given the challenge of marketing a Patient Master Data Management solution to an industry that had not yet widely, or even narrowly, adopted MDM as a technical necessity. 

Approach

I began by conducting standard market research. I studied the Life Sciences industry as it pertained to actual patients (vs. renewable energy and plant-based meats, etc.) We felt that the solution would help Life Sciences and Biotech organizations to better market to and manage their patients. So, I had to learn what methods these organizations used to reach prospects and how those patients moved through the onboarding to in-therapy lifecycle.

Once I understood better the mechanisms and technologies used by LS and Biotech organizations I was able to spot some key bits of insight that would help us narrow our target audience.

Once an organization got too big, it was less likely that we would be their first choice as an MDM solution. Afterall, we were in a startup phase and competing against billion dollar, well established competitors.

We found that the consultative portion of our product implementation was extremely helpful for Biotechs that were just beginning to set up their marketing and patient management infrastructures. However, we cannot just assume a Biotech with under 50 million in the bank is about to take off and become a multi-billion dollar business. It could be a failing business or a stagnate company with little growth on the horizon. We had to look at other metrics to determine if an organization would be a good fit to drop into our marketing campaigns.

I came up with a prospecting “equation” (featured below) that would help us narrow our targets to potentially successful, emerging Biotechs:

  • I first eliminated the big players by limiting revenue to 500 MIL.
  • I looked for any organizations with lesser revenue but that had just received massive amounts of funding.
  • I mined data from FDA Clinical Trial Data to understand where these organizations were in the clinical trial stage and when they expected to have their stage 3 trials complete.
  • I looked at anyone that would be completing phase 3 clinical trials within the next 6 months. This meant that they were going to have to begin preparing to go to market.
  • I confirmed this theory by looking at hiring data in Linkedin Sales Navigator for organizations within this phase 3 clinical trial parameter. I could see whether an organization had a major jump in hiring practices for their business development, sales, and marketing departments.
  • I could also see in Linkedin Sales Navigator if a major executive in those areas had just been hired – they were now my new best friend.
  • I searched job sites for biotechs hiring for change agents, marketing directors, business development and operations executives. I went so far as to note whether the words Patient Data Management or MDM skills appeared in those job reqs. This would indicate to us their technology stack which would otherwise be difficult to discover.

I turned all of this into a specific equation and process that could be followed by marketing coordinators or research assistants on a monthly basis to ensure every possible, highly qualified candidate entered our marketing funnel.

Results

Once I had this data answered and my list was substantially narrowed, I could do some more traditional research online. I could research 50 prospects thoroughly instead of 5,000 prospects poorly. We were able to drop extremely qualified prospects into a marketing funnel tailored specifically to their needs. Our spend on ads, content development, and ABM strategies was akin to using a surgical knife to extract leads rather than, again, casting a wide net and wasting a lot of our budget on dead ends. 

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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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New Software Branding and Product Launch Strategy Proposal

New Software Branding and Product Launch Strategy Proposal

Short- and Long-term Branding and Product Launch Strategy Proposal to the Board

The Category or Type

The Company | The dates or time period

Story

After creating the concept and designing the software, I was asked to contribute my ideas for the logo and future planning. I wrote and designed this preliminary proposal which has since been adopted with the addition of supplemental details and specific outlines.

The company had been integrating services for a long time, but we had not properly conveyed that integration to our customers in a way that would make sense. By designing the product to be an ecosystem for all dimensions of food safety and supply chain compliance, I was then able simplify the experience for all of our customers.

This branding strategy and product “roadmap”, of sorts, lends itself to that concept. We were able to transform our messaging to not only be a one-stop-shop, but to help the customer through experience and messaging the benefits of interoperability and service integration.

This was an exceptionally fun project and highlights when all of the elements of business design come together.

It was used to communicate to my CEO and the President of Primus Group initially. As it became more widely accepted amongst the “higher ups”, it was then proposed to the Board of Directors. After their overwhelming acceptance, it was then shared with department heads and managers and so on, until it was widely understood amongst all of our employees.

Katie Novo

Connect with me on Linkedin or send me a message and I’ll get back to you as soon as possible.