| Xoralia.
Building a lead generation engine from the ground up, laying the foundation for sustained growth.
Launching a dynamic and multi-faceted lead generation campaign to revitalise Xoralia's brand and online appeal.
Crafting an innovative strategy for igniting market engagement, driving targeted lead acquisition and market penetration.
| Services delivered:
Strategy
Branding
Content and SEO
Xoralia is an intelligent and easy-to-use policy management software built for SharePoint, Microsoft Teams and Microsoft Office 365.
Before engaging the services of Piperline, Xoralia was a newly launched brand aiming to become a recognised and trusted name in the policy management market, and the solution of choice for global organisations. However, with minimal search engine presence and lacking brand awareness, Xoralia struggled to reach and connect with its target audience, drive demand, and generate leads.
In a competitive marketplace dominated by industry leaders, it became evident that to compete effectively, Xoralia needed a comprehensive gtm strategy to build brand awareness and develop an effective lead generation engine. This strategy aimed to identify key audience profiles, enhance brand visibility, increase appeal to potential customers, and ultimately attract high-relevance traffic while driving qualified leads.
Solution
Building a comprehensive lead generation engine: A journey of branding, SEO integration, and market engagement.
Early on, it was recognised that a comprehensive approach was needed to develop an effective lead generation engine and compete in the market. This entailed a complete rebranding and website overhaul, with a strong focus on integrating extensive search engine optimisation (SEO) and conversion rate optimisation (CRO) within the website architecture.
The process began with thorough research and analysis of the digital policy management software market, including the mapping of high-intent keywords and benchmarking of key competitors.
Based on these insights, a comprehensive SEO marketing strategy and rebranding plan was developed for Xoralia. This involved revamping the visual aesthetic and redesigning the website to attract and convert the target customer base, while also optimising it for search engines to drive traffic.
The website was tailored to appeal to compliance and risk teams, HR managers, and IT managers, with messaging informed by extensive persona research spanning various roles and industries.
Xoralia's visual branding was crafted to resonate with the serious and corporate nature of policy and procedure management, while also highlighting the user-friendly and positive aspects of the software. A palette of saturated plum tones was used to convey a sleek and professional identity, complemented by bright purple and turquoise accents to add freshness and draw attention to calls-to-action.
After the launch of the new website, efforts transitioned to content production and enhancing SEO rankings through the creation of service pages and blog post plan. Content marketing initiatives were implemented to raise market awareness and drive lead capture.
Partnership Summary:
Rebrand and website overhaul.
Xoralia embarked on a transformation of its brand presence and digital platform. This involved revamping the visual aesthetic and redesigning the website to attract and convert the target customer base, while also optimizing it for search engines to drive targeted traffic.
Keyword research and SEO optimisation.
Extensive keyword research shaped a data-driven SEO strategy, beginning with thorough analysis of the digital policy management software market. This included mapping high-intent keywords and benchmarking competitors to optimise the website for enhanced visibility and rankings.
Strategic guidance
Strategic guidance was provided to effectively identify opportunities and navigate challenges, ensuring the project achieved successful outcomes.
SEO optimised content planning
SEO opitmised content plan was developed to enhance SEO, captivate audiences, and foster engagement.
Results
Achieving Remarkable Growth in Traffic, Leads, and Demos
Within the first 20 months Xoralia experienced significant growth in their digital marketing initiatives, resulting in substantial increases across key metrics.
Xoralia witnessed a remarkable 2563% increase in organic search traffic, greatly boosting their online visibility and discoverability, highlighting the effectiveness of the SEO strategies.
They attained the top position in the UK for the keyword category 'Policy management software', showcasing Piperline's expertise in elevating their market presence. Additionally, Xoralia secured page 1 rankings in the competitive US market, solidifying their authority within the industry.
Through extensive audience research, enhanced website UX design, and comprehensive CRO techniques, Xoralia achieved an 850% increase in lead generation and 1200% rise in booked demos. This significant growth not only improved engagement but also provided valuable opportunities to pitch to high-quality prospects, enhancing the potential for meaningful business connections and sales.
Piperline's collaboration with Xoralia yielded remarkable growth in website traffic, organic search performance, lead generation, and demos booked. These accomplishments underscore the commitment to delivering measurable results and fostering sustainable business growth in the digital landscape.
1200%
Increase in demos booked.
850%
Increase in leads.
2563%
Increase is organic traffic.
