2017
Repositioning the HD Media Digital Experience Around Sales
making the website work harder for sales.
HD Media delivers virtual reality SaaS solutions to realtors, hospitality businesses, and healthcare practices across France and Belgium. As the startup looked to scale its global footprint, I saw an opportunity to make the website more useful to the people it actually needed to convince.
The existing website didn’t make the value clear, help prospective clients understand where HD Media could fit into their business, or give sales a strong place to send prospects when the conversation moved forward.
from information to opportunity.
I approached the website as part of the sales experience, not as a standalone marketing project. Looking at messaging, the user experience, content, and one-pagers sales was using together, I was able to figure out where they weren’t quite telling the same story.
Clarified the positioning.
I rewrote and updated the website content to make HD Media’s enterprise software offering easier to understand and give prospective clients a clearer reason to keep exploring.
Reframed the digital experience.
The previous website made prospects work too hard to understand what HD Media did or where to go next. My role, here, was to identify UX and content changes to make the experience clearer and easier to navigate.
Connected marketing to sales.
Working closely with sales, I was able to uncover what prospective clients specifically needed to make a business decision. From there, I could translate those needs into campaigns and client-facing marketing.
Built tools for the sales process.
I developed decks, brochures, one-pagers, and other materials that sales could actually use in customer conversations and acquisition — extending the story beyond the website.
Made the experience more discoverable.
I began by tracking how potential clients could and actually did find HD Media on their search for virtual reality solutions. After discovering the primary entry points, I could update the website content with the full lifecycle funnel in mind and make the connection between company offerings and client needs sharper.
one digital experience.
one clearer path to sales.
Rather than treating the website, campaigns, and sales materials as separate pieces, I connected them around the same customer and business goals. The point wasn’t to make more marketing. More marketing doesn’t always equal more sales.
marketing
supporting sales.
Clearer positioning, content, navigation, and paths for prospective clients to keep moving through the funnel.
Marketing shaped around acquisition objectives.
Decks, brochures, and one-pagers built around the questions and needs routinely surfaced in real client conversations.
Marketing support to help prospective clients with what they needed to understand before taking the next step.
a digital experience built to move business forward.
I helped position HD Media for international growth as a global leader in virtual reality and, more importantly, built a stronger connection between marketing communications and sales goals.
repositioning the website as a sales asset.
With a website and marketing ecosystem designed to help move a prospective client from discovery to sold, HD Media had better infrastructure to support growth.