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Today, Calian has a new website that satisfies their unique UX needs having such diverse audiences, tracking analytics properly installed with Google Tag Manager and Hubspot, as well as Hubspot fully implemented as the company wide CRM and marketing automation tool.
Calian is a large B2B/B2G professional services company, publicly traded on the Toronto Stock Exchange. When I started with Calian in early 2019, they had a Drupal 7 website that had been somewhat neglected and had technical issues, and the design and content were overall unimpressive, and not representative of a strong brand with an umbrella of highly specialized solutions. They were also lacking a social media strategy, appropriate analytics tracking, marketing automation and a modern CRM solution.
I was hired as a Digital Strategist for the corporate head office. Initially, I took inventory and explored the environment, tools and analytics available to them and prepared a report showcasing the current situation, and a proposal for what should be changed and implemented.
My first major recommendation was that they invest in a new website. One that would support their growth strategy and could serve as a solid scalable foundation for their four division structure. I was responsible for hiring an agency, and managing the project, helping to guide approvals for strategy, design, wireframes, content and integrations.
Additionally, the company was looking into getting a new CRM tool, and I suggested that they consider one with a professional marketing toolkit and automation features. I worked with the Director of Information Systems, Director of IT, Manager of Applications and Chief Information Officer to demo, evaluate and choose between Microsoft Dynamics, Salesforce and Hubspot. Hubspot was selected and I was on the implementation team, mostly responsible for building marketing campaigns, email marketing, MQL scoring, automation and reporting dashboards.
Furthermore, I helped guide a brand refresh, content and social media strategy, and managed their Google and LinkedIn paid media campaigns.
Today, Calian has a new website that satisfies their unique UX needs having such diverse audiences, tracking analytics properly installed with Google Tag Manager and Hubspot, as well as Hubspot fully implemented as the company wide CRM and marketing automation tool.
Paid Ads,Paid Ads,Branding,Web Development,Email Marketing,Marketing Strategy,SEO,Social Media Management,Web Development,Web Development,Other,Other
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The Challenge
Prior to working with Diogenes Solutions, the team at Gakken focused their efforts on Amazon Marketing with no Success usually just opting for automatic Amazon PPC campaigns that were costly and not profitable.
To position itself as a Top selling children’s book company, Gakken would have to prioritize targeted manual PPC campaigns. They would need to focus on ASIN targeting competitor products. Book targeting needs to be conservative in bidding and hyper targeted.
The Gakken team sought me out as the right person to take on the challenge.
The goal was to refine Gakkens PPC targeting with manual Selection, identify high-impact keywords, Categories and Products as well as display ads to fill topic gaps throughout the funnel, and ultimately, grow traffic and conversions.
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My goal was to bring people that will purchase the yearly pro plus plan, as this is the most profitable for the company in the long run.
The challenges were to target people who actually need the product and not people who occasionally use it.
The best users are Freelancers, graphic designers who want to add video to their arsenal and don't want to learn complex software like Adobe Premiere, etc.
Good target market is also companies that want to use video to simplify their messaging.
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