Background

Thrio is a contact center as a service (CCaaS) platform that excels at facilitating friction-free customer experiences and relationships between end user, agent and enterprise. Thrio needed a website strategy that took their varied client base and unique proposition into account. And the starting point for that was research. But defining how you want people to feel when they visit your website is also a great place to begin.

We believe it boils down to three things:

- What you offer is what they're looking for - they feel they're in the right place

- What you offer is distinctive - they'll remember you over the competition

- What you offer is targeted to them - they feel like you understand them

Creating a strategy for a website is no different to any other marketing exercise. We work from the third point, understanding your audience, up to the first point in which we demonstrate the brand’s value based on their pain points.

Challenge

In B2B marketing, the audience you’re appealing to is rarely an individual. Decisions are made in groups. The foundation for a solid strategy is to understand what motivates both the group, and the individual players. For web strategies, this drives how we architect user journeys, and the messages we use at every stage of those journeys.

In Thrio’s case, the audience was diverse. The company provides contact centre software as a cloud service to large corporate clients, business process outsourcing companies and SMEs. The contact centre is a core business function for all of these audience segments, with a matrix of senior stakeholders involved in the decision-making process.

At a top-level, our research revealed three levels of stakeholders with specialist perspectives were involved in decision-making processes on behalf of larger corporate clients.

In SMEs, the areas of focus and motivation remained the same, but the process was run by a smaller group of generalists.

Our strategic challenge was to create a homepage and core proposition which spoke holistically and succinctly to the needs and motivations of the stakeholders as a group, and to create an information architecture that signposted information relevant to each stakeholder clearly and logically, based on what was important for each of them.

Solution

Our research focused on providing in-depth insight into the roles, responsibilities and motivations of each stakeholder in the decision-making matrix. Using this insight, we mapped each stakeholder’s needs and priorities against the information we would supply across journeys tailored to them.

We ran psychological profiling tools against the LinkedIn profiles of a sample group of people holding those job titles. This not only gave us a steer on the tone of voice and information formats best suited to each profile, but also provided Thrio’s sales team with in-depth insight into the sort of personal approaches that would work for them.

Armed with a thorough understanding of Thrio’s clients, we conducted an analysis of their competitors’ websites.

What quickly became evident was that each provider spoke predominantly to one constituent of the audience and architected the information to appeal to them. None of them showed an understanding of the needs and motivations of the decision-making audience as a group and, overall, their propositions tended to be product-focused, not customer-centric. This created an opportunity for Thrio.

We were able to recommend a strategy that took all these decision-makers and their needs into account, defining a robust framework to underpin the creative, copy and digital design work to come.