DecisionLink

DecisionLink hired Digital Authority Partners to refine their marketing and sales funnels to increase conversions across all marketing channels. In close collaboration with their leadership, we assessed current strategies and crafted a marketing roadmap that targeted immediate gains to boost MQLs and PQLs within a year. Digital Authority Partners’ Fractional CMO designed a phased approach, focusing on prioritized website improvements and creating relevant pages for distinct buyer personas. This strategic blueprint seamlessly integrated marketing assets, from sales decks to tailored paid and organic digital campaigns, ensuring DecisionLink’s value proposition became crystal clear across all platforms.

Our content strategy team masterfully revamped DecisionLink’s content marketing approach across all channels, including the website, paid media campaign landing pages, and sales enablement assets like whitepapers, webinars, e-Books, case studies, and other sales collaterals. We transitioned from a broad content strategy to a precision-targeted account-based marketing approach. By prioritizing specific user personas, we created a content library tailored to resonate deeply with those buyers, improving their engagement with the DecisionLink brand through personalized and relevant content assets.

DecisionLink needed a comprehensive brand refresh, emphasizing platform simplicity, rapid advantages tailored to distinct user roles, business needs, and industry-specific relevance. Our approach extended beyond rebranding; we highlighted unique benefits catering to individual user personas. While the earlier DecisionLink brand was generic and industry-agnostic, in reality, five industries represented 90% of their sales. Our strategic branding highlighted DecisionLink’s unique selling points and competitive advantages by directly addressing decision-makers within these sectors. The transformative rebrand—aligned with zeroing in on the specific industry-focused buyers—yielded remarkable results. DecisionLink reported a surge of 200-300% in lead quality within a month, thanks to newly crafted industry-specific landing pages enriched with tailored videos and highlights.

The DecisionLink platform, a multifaceted SaaS product, caters to varied roles: from C-Suite and Marketing Executives to Sales Leaders, Customer Success teams, and Value Engineers. The robust nature of the platform presents the challenge of concisely communicating its specific advantages to each audience. Collaborating with DecisionLink’s founders and marketing team, Digital Authority Partners meticulously documented and mapped out benefits and user journeys tailored for each role. Our seasoned video team crafted highly engaging tutorial videos for each persona. Integrated across the website, paid campaigns, and sales materials, these videos streamlined the sales process by up to 40% and increased page conversion rates by an average of 200%.

The website requirements led to DecisionLink’s new marketing website being built on the HubSpot CMS. As a top-tier HubSpot Implementation Partner, Digital Authority seamlessly built and launched the site. We optimized page load speeds, enhanced website responsiveness, and tailored the design to align with DecisionLink’s refreshed branding guidelines.

We completely redesigned DecisionLink’s website, incorporating streamlined UX, persuasive CTAs, and interactive designs, giving it a refined and engaging look and feel. Post-launch, the site’s performance improved significantly: average page duration increased by 30%, bounce rate dropped by 40%, and page views per session doubled. Coupled with a 200% spike in conversion rates, our work earned high praise from the client, evident in the glowing review provided by their Head of Marketing for this case study landing page.

To enhance DecisionLink’s website analytics, we defined clear KPIs tailored to the company’s success metrics and integrated them into Google Analytics. We segmented the audience based on demographics, behavior, and source, deep-diving into user journeys and tracking the overall digital performance of high-value segments. Our team implemented advanced tracking for critical website interactions and introduced a marketing attribution model. Digital Authority Partners designed custom dashboards for the sales team and C-suite, conducted A/B tests for essential pages, and established a feedback loop where analytical insights were regularly reviewed and shared with stakeholders.

Digital Authority Partners transformed DecisionLink’s data capabilities by optimizing their HubSpot platform. We kick-started the initiative by assisting their marketing team in defining clear lifecycle stages in HubSpot, ensuring accurate segmentation and progression tracking. We centralized their data ecosystem by integrating tools like Google Analytics, Social Media, and Salesforce CRM with HubSpot to get better marketing insights faster. Our team created tailored reports highlighting MQLs, SQLs, and funnel conversion rates. We improved DecisionLink’s analysis of email campaign performance, from sales pitches to product announcements. Our refined lead scoring model streamlined lead qualification, while our attribution insights highlighted key customer touchpoints in the sales and marketing funnel. We also deployed new HubSpot features like list segmentation, workflow automation, sales integration, and comprehensive campaign analytics.