The Challenge
BRANDED is a brand creation and implementation agency with a fitting name, focused on creating and growing brands. They have three primary service offerings: Brand Creation, Brand Implementation, and Brand Management.
Their website, unsurprisingly, is beautiful and filled with helpful information for those three buyer personas. They have a wide array of topical case studies, pillar pages, and blog posts to help their leads decide whether or not to convert.
So they’ve got the product, and they’ve got the content. However, they needed support in visibility of their content performance. Is their audience engaging with their content? Which articles convert best? And what’s the best way to deliver targeted messaging?
To answer those questions, they turned to Navu.
The Solution
Analytics is a big industry, and there are no shortage of solutions available to the curious marketer. They range from free and ubiquitous tools like Google Analytics, to extremely robust customer data platforms and personalization solutions. But for Layla Zaiat, BRANDED’s Head of Marketing, the existing options weren’t quite what she was looking for.
She wanted a smart tool that was simple enough to navigate, with insight into the individuals on the site, what content they engaged with, and what their journey was to conversion. “I was toggling between Google Analytics, LinkedIn Analytics and Google Ads to connect the dots to conversion”.
By implementing Navu’s Journey Explorer, the process was streamlined and gave Layla the confidence in her data, from anonymous first visitors to those who continued returning and converting.
Now, Navu is a core part of her team’s workflow: “As soon as a lead comes in, I review the lead journey on Navu and understand my audience more.”
In addition to the analytical insight, BRANDED utilized Navu’s segmentation and user guide capabilities. They created guided cards specific to their various target segments, such as brand creation, brand implementation, and high value returned audience.
Now when someone is interested in BRANDED’s Brand Creation services, Layla knows they’ll be seeing the right content to support their decision, and that she’ll be able to monitor what’s working best.
