Aligning its website for action, Prosperio Group achieved real results
Consulting & Professional Services
Brand Management, Content Marketing, Digital Marketing, Website Design & Development, Marketing Technology, and Marketing Strategy
Prosperio Group is a trailblazer in the strategic use of compensation in the transportation, supply chain and logistics industries. The Chicago-based firm offers global compensation design services, custom and industry surveys, and implementation support to organizations that want to strategically align compensation with organizational goals.
The team of talented compensation experts run a breakneck schedule to deliver extremely complex client engagements. They needed a feasible way to increase its flow of leads and opportunities without adding additional business development responsibilities onto the already full plates of consultants. It also had aspirations of capturing incremental revenue by making its job-specific custom compensation research studies available via e-commerce.
With its focus deep in client projects, resources and talent to drive marketing activities forward were scarce. The bottom line: It needed a creative solution to its bandwidth and digital marketing expertise woes.
MASONKELLY MARKETING delivered a new website with e-commerce functionality and constructed a marketing technology stack that was just the right size for the compensation consulting firm.
Over a five-month period, Prosperio Group commissioned our team to help them take a long list of marketing objectives from to-do to done. The largest component was overhauling its web presence. With our history in tackling transportation-related marketing challenges, we were able to hit the ground running, and in full sprint.
We began by standardizing the firm’s existing brand identity, introducing a short and sweet guide of “house rules.” Its presence would not only direct the look, feel and content development of marketing assets and the website design to come, but ensure consistent presentation of Prosperio Group in all future marketing communications. We redesigned the firm’s web presence by crafting a blend of evidence-based storytelling, a clean, crisp design aesthetic and smart technology tools to power its performance.
Prosperio’s track record of more than 200 successful engagements and a roster of raving fans worldwide make it the most trusted compensation planning and design firm in the transportation segment. We felt it was paramount to position client testimonials and featured case studies as hallmarks of the firm’s new content strategy.
However, before that could happen, the structure to support result- focused storytelling had to be in place. And that meant aligning Prosperio’s offerings and website content to achieve results.
First, we reorganized Prosperio’s portfolio of solutions into a product hierarchy. Merchandising products vs. positioning solutions allowed clear paths to e-commerce purchases and helped springboard business development conversations forward.
Next, we added vertical market segmentation to help website visitors instantly identify Prosperio Group’s segment-specific sweet-spot expertise. Now, the firm had the structure and content necessary to more accurately showcase its value on its website.
Our design approach focused on providing visitors with a simplified, clutter-free yet information- and resource-rich user experience.
We identified buyer personas and the ideal paths through the website. We developed calls to action that allowed users to “raise, their hands,” indicating they were ready to start a conversation. Finally, soft yet modern design touches and imagery were deliberately added to the website design to help communicate Prosperio Group’s approachable personality and deep partnership focused way of working.
To help the small team operate like a big marketing department, we introduced tech-savvy improvements. The firm’s new marketing technology stack now facilitates business development for consulting engagements, the ability for visitors to buy both research reports and its MeasureUp Compensation Analyzer database tool online, and delivers customer service, freeing up internal resources.
The stack is built on the WordPress content management platform with complimentary Woo e-commerce integration, MailChimp email marketing, and marketing automation, along with Microsoft Dynamics CRM. Together, the products accomplish tasks through workflows using intelligent-form integration and processing, along with triggered auto-responders.
Performance is monitored through a combination of Google Analytics and webmaster tools, along with inbuilt sales and site performance dashboards. The website is hosted on a lightning-fast server, and has a secure SSL certificate which at the time put it ahead of the game with one of Google’s upcoming updates.
Within the first 30 days of launch, Prosperio Group’s web presence saw a whopping 1,100% increase of leads. The firm quickly closed one of those opportunities—which fully paid for the costs of the upgrade.
The firm now has a website that proactively augments business development activities, allows it to realize incremental revenue and provides much-needed automated customer service. Moreover, the upgrade mirrors the tech-savvy sophistication and style of Prosperio Group’s clients.
“Kimberley is a marketing goddess.”
Beth Carroll, Managing Principle