Deloitte Propel
The Brief
We were initially approached by Deloitte Propel to project manage a website rebuild and redesign, and to advise the team on how to develop it best to suit marketing and sales strategy moving forwards. As the project was delivered, the senior leadership team expanded the scope to also manage the marketing and partnership activity. This role then evolved into a outsourced CMO brief where we supervised the annual marketing plan, managed sales KPIs, and planned the go-to-market strategy for a new product roll out.
Our Approach
For the website project we used our extensive experience in working on large B2B client marketing campaigns to create a website that focused on clarity of product, ease of navigation and full conversion visibility across performance analytics. We worked closely with the marketing team, the business team as well as the developers to ensure a seamless translation between commercial requirements and technical delivery.
This work naturally led to us managing the outbound marketing efforts to drive incoming traffic and conversions to the site. We undertook content creation, paid search and media purchasing to get results, all of which tracked through integrated performance measurement tools including Google Analytics, Campaign Monitor and Salesforce. We also provided search and selection expertise for a range of partnership arrangements including crowdfunding platforms and outsourced outbound sales specialists.
As the work evolved our scope changed into a CMO type role where we designed, researched and consulted on long term strategy. Plus we advised on the go-to-market strategy for the development and launch of a new technology product into the small business market.
Impact
The website redesign and rebuild was delivered on time and in budget and incorporated an easy to use CMS system allowing the team to update and add content easily. The full site was trackable and integrated well with email marketing systems and the CRM.
Commercial performance improved exponentially as both sales volumes and profitability increased quarter by quarter. Revenue performance increased by threefold compared to the start of our work with the team to the end of our contract.
The CMO work on the product launch ensured a fully researched, scoped and agile rollout of a new product. As with any significant tech launch, the route to market was a dynamic and fast moving path. With our guidance the team was able to navigate product changes and repositions effectively and efficiently.
“We met the DT team through a startup event and were impressed by their drive and proactivity. We required some digital marketing support and wanted people with a can do attitude and have no regret in selecting Disruptive Thinking. Yiuwin, Amy and the team have helped enhance our digital strategy, relaunch our website, improve our data flows and back engine analytics, all without fuss and at speed without impacting quality. I would highly recommend them.”
- MARK DOLEMAN, PARTNER - DELOITTE LLP -
