From 2011-2014 I was the creative director at Webtrends, leading the corporate marketing team in developing brand campaigns to build awareness and generate demand for Webtrends products and services. This included two website overhauls, two rebrands, two customer conferences, and countless campaigns. And a flying shark.
First, a brand evolution
The integrity and focus of the Webtrends brand shifted from 2009 to 2012, and in 2013 we completed a website overhaul and brand refresh to align all our marketing communications and materials. We used the website project to concept and flesh out the updated brand, revise our messaging, and update product marketing and sales collateral.
Did you know data can do that?
To get the attention of CMOs, VPs and directors in marketing organizations we launched a campaign showing the outcomes and value to customers when companies harness the power of data in their marketing. We launched datadidthat.com as a way to show what data can do for you. Along with a microsite, the campaign included infographics and content on Slideshare that earned front page feature status more than once.
Fantasy football infographic
Product marketing videos
We partnered with Fashionbuddha to create a series of product videos to explain what’s possible for marketers with Webtrends technology. From optimizing content and promotions to maximize sales to gathering customer data to fuel sales and marketing, Webtrends products help marketers re-imagine marketing.
In the interest of drinking our own champagne, we chronicled our marketing optimization programs and testing at backstage.webtrends.com. We tested button labels and placement. We tested images of kittens versus images of llamas. We tested everyone’s favorite scourge of the web: the home page hero carousel. We tested social campaigns and live events. And we shared our results, the good and the bad.