People need more than pretty pictures.
At ReliaQuest, our SaaS platform and technical teams solve a variety of complex and visually abstract problems that are constantly evolving. Our website however didn't do a good job of telling that story. So, we revamped our website with a focus on an enhanced user journey and more robust measurement workflow to support sales and marketing initiatives. To enhance the user journey, we had to understand our audience segments and each segments motivations, struggles, and goals. From there we told and presented our story in ways that uniquely spoke to each group, without straying from our core messaging or brand.
The C-Suite
For this persona, we focused on outcomes relevant to economic buyers and the boardroom. We understand that this audience is short on time, and not always interested in the 1s and 0s. With those two things in mind, our approach was to deliver:
Team Leads
For this persona, we focused on things like employee retention and look to highlight our technical ability. We understand that this group is immune to "marketing fluff" and is savvy enough to pick out the pretenders.
End Users
For this persona, we focused on enablement. This group is where we can build technical champions and help customers get the most out of what they already paid for. Here, we aim to build confidence that we are a partner that will be there to support long after the sales cycle.
