The Challenge
SmartBug is a full service digital agency specializing in HubSpot implementations. And when they say full service, they mean it.
On top of being the world’s most decorated HubSpot partner, the agency offers a huge range of services to their clients, ranging from Marketing to Sales to Customer Success and more. And while that scope of offerings is obviously tremendously beneficial to their clients, it also means that the website is telling a lot of stories to a lot of distinct audiences.
And this is of course a very familiar story to many B2B companies out there. How can one website appropriately serve every possible persona, at every stage of the visitor journey? Many of SmartBug’s clients were asking this very question, and so the company set out to find a solution that could satisfy both themselves and their customers.
That’s where Navu came in.
The Solution
To start, they decided to create an general guide showcasing their best content for each solution, and display it to a large subset of visitors to the home page.
From there, once visitors clicked an item in the guide (or to other pages on the site), they would then be sorted into more specific audiences and receive targeted guides.
Let’s use E-Commerce as an example. It is one of the six categories of solutions that SmartBug features, and they have lots of great supporting content on their site for interested leads.
When a visitor signals that they’re interested in this solution, (for example by clicking on the Navu Guide, navigating to a related page, or returning to the site through tagged campaigns) they now get placed in the E-Commerce audience and receive its more narrow guide.
This process of increasing specificity gives a personal, targeted experience to the leads that SmartBug can categorize, while retaining the default experience for everyone else.
The Results
So how effective was SmartBug’s strategy? Extremely effective, as it turns out.
What it Means
“At SmartBug, we’re always looking for innovative ways to connect with our high-intent visitors and deliver the most relevant content. Partnering with Navu has allowed us to create a more personalized experience for our site visitors, offering tailored, topic-specific resources that align with their interests.
Navu has enabled us to turn visitor engagement into deeper, more meaningful interactions, helping our audience explore the content that matters most to them.”
