Transforming an EdTech website into a B2B marketing machine
A WordPress design and build for a B2B technology company with strategic digital marketing and global growth at its core.
The Challenge
Learnosity is a Dublin-based EdTech software company with global offices in New York, Los Angeles & Sydney. Founded in 2007, Learnosity has developed assessment-authoring tools used by digital education companies including Pearson and Houghton-Mifflin Harcourt.
Having raised an $18m private equity round in 2018, Learnosity approached Clarity ready to go global and take on the world. What they needed next was a plan to transform their website into a strategic marketing machine that delivers impact and drives growth.
This block is only supported on the 'Case Study' post type.
The Solution
Objectives
After discussions with internal stakeholders and an in depth discovery period, it was established that there were three main priorities in the redesign.
– An increase in number & quality of marketing qualified leads
– Better clarity of messaging & improved UX
– Greater flexibility to empower the growing marketing team.
Discovery
We began the project with a full analytics audit and detailed research into buyer personas. We subsequently ran workshops with their marketing, content and technology teams to develop user journeys, site architecture and content strategy required to transform potential Learnosity customers into converted marketing qualified leads along a lengthy and complex B2B buyer journey.
Custom WordPress Development
Our unique modular approach to WordPress theme development means Learnosity have a site that is fully flexible and extendable, whilst being easy to troubleshoot and maintain. Every content section on the site is built as a ‘module’ that the Learnosity marketing team can redeploy.
This empowers them to create new content and generate landing pages for individual campaigns quickly and easily through the WordPress dashboard.
Due to the nature of their business (Learnosity build software for other companies in the education space), accessibility played a huge role during the project. All web design and development work was completed with reference to WCAG AA guidelines.
Pardot Marketing Automation Integration
Learnosity’s new WordPress website is integrated with Pardot, allowing them to work closely with the highly sophisticated marketing automation platform. This helps to capture data from lead forms, landing pages and gated content. Elsewhere on the site, we integrated Intercom, a live-chat software.
Notable Features
- Full strategy & design service
- 12 week phase 1 delivery
- Pardot integration
- Intercom integration
- WCAG AA guidelines
- Modular flexible CMS