Successful UX must always be strategy-aligned and user-centric. But at the same time, it needs to be flexible as buyers’ needs and expectations evolve. Limiting steps within a responsive, modular web design allows consumers to find the information they are after faster.
With consumers’ online habits becoming more and more specified and unique, we know that leveraging a funnel-based method is best for cutting through the noise. Deploying cross-channel capabilities in paid search, dispaly, remarketing, and modern ad formats drives tracking data that delivers actionable insights.
We utilize website tagging and analytics with a specific intent: to improve web design, engagement and conversions. But this only happens if analytics and tagging are always aligned with GTM strategy and campaign goals. At the same time, we believe advanced measurement and tracking capabilities are only valuable when fully aligned with inbound strategy.
Social media is sometimes misconstrued as disposable, but when used properly, paid and organic social media can constantly reinforce your brand, products and mission. And when we say use it properly, we mean knowing your audience and who to target. No more, “If you post it, they will come.” The only constant on social media is change. That’s why we’re constantly reevaluting targets, ad formats and strategies to keep up with current trends.
Beyond Identity came to us with just their name. Well, and an amazing proposition. Completely eliminating passwords for good. Because, let’s be honest, passwords haven’t really kept us secure. They’ve kept us back.
We were asked, and straight-up inspired, to bring their idea to life through a new brand. And to tell that story to a notoriously skeptical audience. Specifically, Chief Information Officers and Chief Information Security Officers.
We began with a fresh and clean brand identity—from logo, to colors, to typography and more. Our internal mantra was restraint, to keep our audience from feeling like we were spinning a message, and to stand out in a crowded, noisy market. Our work culminated in a website that allowed users to engage with the story multiple ways—through video, animated infographics and copy that delivered 100% truths and 0% smoke and mirrors.
As part of our go-to-market, we also created a digital campaign that ran on The Wall Street Journal. We dubbed it “The Apology Tour”—because the founder of Beyond Identity had essentially created the need for passwords 25 years ago when he invented the Netscape browser. And now he has come back to say, “I’m sorry,” and to right his wrongs by eliminating passwords forever.
Once we were done apologizing for creating passwords, it was time to get rid of them. Our lead generation campaign reimagined the password as another personal belonging capable of being stolen. But we asked the question, “How could it be stolen if it doesn’t exist?” So just like passwords, the methods in which they were stolen ceased to exist.
One month after launch of the lead generation campaign, Beyond Identity saw noticeable growth in MQLs, organic search and digital platform performance.
On the Beyond Identity website, we saw an engagement rate of 2.78 pages per session on average—showing that people had explored the pages extensively—and we measured an average session time of 1:35.
Our results confirmed what we all know. Passwords stink. And a great idea surrounded by great branding, well, that certainly doesn’t.
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