My team and I were trying to find new and effective ways of reaching our target demographics (both existing customers for upsell and new customers) and build a buyers journey that would educate and convert them on our products. We had three main industries--automotive, healthcare, and retail (both corporate chains and SMBs) and therefore needed different approaches to speak best to each industry.

Goals:
-  increase customer base and Inbound Marketing and an online buyers journey
-  upsell/cross-sell current customers through education about our products and industry
-  highlight thought leadership and show potential customers how our solutions solve their pain points

I started by conducting user research, taking a subset of our current customers and researching our contacts online, trying to find the decision makers in each company and seeing what their pain points, needs, and daily processes were. After researching over fifty managers, business owners, and marketers on LinkedIn and various online publications, I developed four personas that exemplified the people we were trying to reach.

I further laid out the buyers journey with a task map of how a visitor might research for their goals online and what they would find on Spectrio's website.

To determine how to implement the necessary features I laid out the Information Architecture for the website and customer touchpoints throughout the buying process.

One of the largest components that we were missing on the site were Industry-specific pages. I laid out preliminary paper sketches and then a final wireframe for the layout of what those pages should look like. Examples of the final design are below.

The results of our content creation, website reorganization, expansion of touch points along the buyers' journey, and blog segmentation resulted in over 1,000 new blog subscriptions, increased organic traffic more than 2x, and raised conversion rates to over 1% (year over year).