MarketLauncher
Challenge
The team at MarketLauncher (ML), a B2B prospecting company, are experts in their field. Their website and brand image, however, weren't accurately representing who they are as a company. From inbound lead development, to market research and consultative sales, ML helps technology companies and professional service firms reach high-level decision makers with their products and services. Their work is complex, but their 100% virtual team is light-hearted and innovative. One of their company values is fun, after all. To help ML refresh their image and establish themselves as thought-leaders in B2B prospecting, Beacon Digital worked to update their visual identity and launch a new website. The Challenge MarketLauncher’s goal was to redesign their website to better reach prospective clients and educate them about their services.MarketLauncher’s previous site was launched in 2009, and the team felt it no longer reflected who they are as a company and the services they offer. Beacon Digital worked with MarketLauncher to completely revamp their brand identity to more accurately represent ML’s virtual work environment and 17+ years of expertise. In addition, MarketLauncher was using the Act platform for both their CRM and marketing automation needs. The website had been built on Wordpress, and ML found all three technology solutions cumbersome. They wanted a simpler technology infrastructure, more in line with the systems and tools of their own clients.
Solution
Beacon Digital laid out a comprehensive plan to help ML achieve their goals. Here’s what we did. Developed a creative brief We worked together with ML to fill out a creative brief that outlined what they were looking for in a new website and an overall look and feel for the company. Updated branding Beacon Digital’s creative team designed a new logo and identity package for ML, complete with fonts, colors and branding guidelines. We then built out email templates, letterheads, business cards, presentation materials and case study templates based on the refreshed branding. Now, ML can present a unified and professional face that reflects who they are. Reworked the site architecture Beacon Digital reviewed ML's existing information architecture and made recommendations to better organize the site content. The new information architecture is now more intuitive to the user experience. Audited existing site content As part of MarketLauncher's refreshed identity and goal of better explaining their services, Beacon Digital completed a review of all content on the existing site. Our team rewrote and optimized pages as needed and also strategically removed and added pages to better represent ML as a company. Built a brand new website in Hubspot Beacon Digital built out ML’s new site in HubSpot with easy to edit modules so the ML team can maintain and update the site going forward. We built all of the pages on the site to match with ML’s new branding guidelines. Centralized marketing, sales and web maintenance tools We onboarded the internal ML Marketing and Sales teams to HubSpot, creating a single platform for MarketLauncher to manage their sales process, their marketing programs, as well as their website and landing pages.
Results
MarketLauncher now has an easy to navigate and updated site that accurately conveys the ML way of life, their unique perspective and their expertise. With a bright, yet sophisticated, new look and feel, they’ll be able to stand out as a leading B2B sales and marketing firm and continue providing thought leadership that grows their reputation and reach. Now that ML has centralized their marketing automation and CRM within HubSpot, they’ll also be better equipped to engage leads that do come in and to track sales deals with ease. Already, MarketLauncher is seeing results. Within the first week of launching their website and content strategy, ML noticed a former client actively engaging with their new content using HubSpot tracking features. ML followed up with the lead, which led to re-opened business discussions around ML’s products and services.
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