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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North County Rape Crisis Center Non-Profit Website Design and Process Transformation

North County Rape Crisis Center Non-Profit Website Design and Process Transformation

North County Rape Crisis Center Non-Profit Website Transformation Proposal

Non-Profit Organization | Web Design | Content Development

North County Rape Crisis | 2020

A small, purpose-driven non-profit in Lompoc and the Santa Maria Valley is attempting to wow donors and provide life saving and life changing services to people experiencing domestic and sexual violence. They must modernize their static, HTML web page and take advantage of the mobile web in order to provide crucial emergency accessibility.

Goal

A friend of mine began volunteering with the North County Rape Crisis Center in the Spring of 2019.  In taking up an interest their new volunteer effort I googled The Center and wasn’t surprised to see an “old-school” static html website – as so many non-profits tend to have due to budget, time, and volunteer constraints. After all, who has time to worry about websites when you’re saving lives and providing such critical services on a 24-hour basis?

I asked if they would allow me to help them out and they agreed.

Approach

I had an initial conversation with the non-profit director to understand hers and the organization’s goals. I then proposed that I use my expertise to take a stab at a full draft site that they could demo live. I would charge them nothing to build the site from scratch and would train them to use the backend to make updates and maintain a low website budget.

The director agreed and designed a full working website within two weeks, creating a modern aesthetic and modern mobile usability. I used their existing marketing content to create new, more succinct messaging for the site. I built a filterable video resource library to incorporate those currently available on their disparate YouTube channel.

I created volunteer, donor, and contact forms and integrated them with a newly created Mailchimp account. I set up the Mailchimp account and integration in such a way that if a user filled out a specific form on the website – volunteer, donor, or general inquisitor – they would be tagged in Mailchimp as such. This way, the organization can email subject relevant information to each subscriber.

Most importantly, I installed and set up a DIVI WordPress infrastructure that would allow volunteers at the organization to easily maintain and update the website contact on their own and any time they needed to. Divi is known to be the top, most user-friendly WordPress page and theme builder for beginning-level users. After just three trainings, the director was fully capable of updating complex content throughout the site. Thus, eliminating most financial and capacity barriers to keeping pace with their program.

Results

The website came out beautiful. It serves critical messaging with a powerful aesthetic. It includes special usability features and is 100% mobile friendly.  Its form, email marketing, and CMS integrations run themselves, contributing to a continuous infrastructure of donor and contact collection and management.

To this day, the Director needs only a rare bit of help to ask a one-off question, keep themes and plugins updated, and fix a password-change interruption in a social media feed integration. Otherwise – what you see is completely run by a go-getting, non-web developer, non-profit leader.

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Katie Novo

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Print, Web, and Video Marketing Campaign for Gloria Soto for Santa Maria City Council

Print, Web, and Video Marketing Campaign for Gloria Soto for Santa Maria City Council

Gloria Soto Campaign for Santa Maria City Council Print, Web, and Video Marketing

Non-Profit Campaign | Marketing Campaign

Gloria Soto for District 3 | Fall, 2018

A young community non-profit leader launches an ambitious campaign for a seat on the Santa Maria City Council. She will face a disengaged voting constituency and an even sleepier dais of returning, good-old-boy candidates. She will meet this challenge with a passionate group of volunteers and eye-catching digital and print marketing campaign that can not be ignored. She will win.

Goal

I was originally contacted by Gloria Soto’s team to help them create some vintage political campaign buttons (those 3 inch, t-shirt pins with bright colors and fun slogans). As an acquaintance of Gloria ‘s through a near decade’s experience of volunteering and serving on board’s of organizations that she supported, I was pleased to help and wanted to do more. 

Approach

I set out to be a graphic design resource to help Gloria with her digital and print marketing assets. I wanted her brand materials to be crisp and eye-catching. I wanted to lead with close-up, isolated visions of her on bright backgrounds with large, bold copy. I wanted voters to connect with her pictures and be sub-consciously impressed by and connected to her modern brand aesthetic. 

We designed an excellent set of handouts, mailers, social media posts to start. I then suggested a video series, knowing the power of connecting through online video and the tendency for young and millennial voters to watch vs. read content online. She agreed and set up a video studio in her garage. We wrote scripts and shot interviews for a full day. We covered all of the main points on her platform as well as some friendly, more personal, get-to-know-you type content to help make it all more consumable. 

I took that footage home and created a series of 6 interview shorts. Each included a custom intro sequence, branded title graphics throughout, and infographics to help connect the viewer to the concepts. Each features Gloria isolated against a crisp white background, allowing her to pop right off the page and speak directly to you. 

I created a landing page connected to their existing website and included the video series organized by campaign platform topic. I branded and connected a campaign YouTube page to guide voters and donors back to Gloria’s campaign website. We created promoted social media posts featuring the videos and connecting them back to the landing page where they could watch more or explore the site, getting to know Gloria as a candidate through the process. 

Results

In November 6, 2018 – Gloria Soto, at just 29 years old, was voted the youngest member to ever join the dais of the Santa Maria City Council in its history. This thanks to her incredible team of life-long civics enthusiasts and non-profit organizers, and perhaps in small part due to her attractive marketing campaign.

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Katie Novo

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Small Business Brand Strategy & Launch Campaign – Santa Maria Valley Wealth Advisor

Small Business Brand Strategy & Launch Campaign – Santa Maria Valley Wealth Advisor

Santa Maria Valley Wealth Advisor Small Business Launch Campaign & Branding Strategy

Small Business | Campaign Design | Brand Strategy

Santa Maria Valley Wealth Advisor | 2021-2022

I created a branding strategy for a local Wealth Advisor with a unique challenge. Their situation was such that they had to incorporate the parent brand of their main office in a big city in Orange County while creating a presence and messaging that would resonate with a small country town in the Central Coast of California. 

Goal

My client was moving her business from a large metropolitan community to a small, “rural-esque” community on the Central Coast of California. While still technically operating under this big-time corporate entity, she had to establish her name and create a presence in her new home town that would resonate with a tight-knit, ranching and wine community. She would need to include her existing parent brand with a newly established local brand somehow.

Approach

I started by examining the parent brand and their online presence. Their current website did not lend itself to her needs. She would need to begin creating content and marketing strategies relevant to her small-town, local market. The existing website was non-extensive and could not be altered. 

We decided to create a “satellite” website. This website would allow her to establish her new brand but link back to the corporate site to ensure a clear connection between the two entities. She would be able to tailor her marketing and content strategies to her new audience while also have the luxury of backing up her credentials with this major, corporate wealth advisory group with a proven track record. 

We created a sub-brand that would lend itself most obviously to her focus on this geographic area and community while including the brand stamp of her parent brand. The brand would be called “SMV Advisor” and would be accompanied by the tagline, “Your Santa Maria Valley Wealth Advisor.” Her brand aesthetics would include herself (to introduce her to the community by face), her family, and scenes of the Central Coast hillside. 

I created a branded website, I created Instagram and Facebook pages with coordinated branding, and I created a Mailchimp email marketing account and designed branded templates. I designed and ordered a full event booth with pop-up banners and give-away tchotchkes with her face and brand all over them. I created various targeted direct-mail materials and coordinated their release with USPS through their direct-mail program. I branded document templates so that when she gave in-person presentations that even her hand-out materials would be precisely coordinated with her brand and with the desired, professional but friendly aesthetic. 

Results

My client was very pleased to achieve a corporate-level, professional looking brand across all public and private-facing touchpoints. The brand, while maintaining a clean and pleasurable aesthetic, achieved a warm, Central Coast, family-oriented feel and established her as a friendly new face in the community. 

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Katie Novo

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