FourNet
FourNet initially partnered with Articulate Marketing for an expert content strategy, as well as SEO and conversion rate optimisation (CRO) recommendations to boost its website performance.
After we delivered a content strategy and website recommendations, the project expanded to include a comprehensive analysis of global consultancies supporting a fundamental shift in FourNet’s market positioning.
Project overview
Tech
Finding clarity in complexity for FourNet
To support its ambitious organic growth plans, FourNet wanted an expert, outside perspective on its content strategy and website performance, with specific recommendations for change. It needed to ensure that its focus and formats were right for target personas and that its website was optimised to reach the right buyers and drive new business opportunities.
We began with a strategic discovery phase, including workshops on personas, funnel modelling, ROI, core functionalities, CRO and content ideation. We also conducted desk research and analysis of FourNet’s website and content, as well as those of its competitors. This process helped us understand FourNet’s value in the eyes of its buyers, and which dials needed to be turned up in its content strategy.
After we presented our initial findings and recommendations, FourNet engaged us to provide further analysis on a new cohort of aspirational competitors. This work will help guide FourNet in elevating its consultancy with a bolder attitude and approach.
“The work is utterly superb.”
Sarah Keedy
Chief Marketing Officer at FourNet
About the client
FourNet helps its customers digitally transform their organisation, securely. It provides data-driven consultancy, AI-powered technology solutions and ongoing managed services in the cloud, helping defend against cyber-attacks, uncover operational efficiencies and deliver outstanding customer experiences.
FourNet partners with organisations that operate contact centres and has deep expertise spanning local and central government, healthcare, utilities and education. Its security experts have the highest level security clearance in the UK and its customer experience (CX) team have an unparalleled and proven track record delivering positive change at scale.
The challenge
FourNet is uniquely equipped to help contact centres achieve digital transformation (DX). Its security experts are cleared to work on the most sensitive projects, and its CX team consistently delivers significant efficiencies alongside enhanced customer experiences for FourNet’s clients. Its self-funding DX model also challenges the notion that cost is a barrier for many organisations.
FourNet’s core challenge is one of buyer complexity: digital transformation clients often route through systems integrators or business process outsourcers (BPOs), creating a fragmented landscape for marketing efforts. Its marketing team needed clarity on who it should be targeting and with what type of content, as well as what changes it should make to its website to improve performance and lead generation.
Overcoming the challenge
Personas
FourNet needed to identify target personas that could help hone its focus for content marketing, but still represent and resonate with the diversity of its market.
Benchmarks
The team wanted an outside, expert perspective and performance benchmarks for its content strategy and website in the context of business goals, competitors and buyers.
Strategy
FourNet needed its ambitions, challenges and buyer journey translated into actionable recommendations for content strategy, SEO and CRO that it could use straight away.
Positioning
To support new repositioning goals, FourNet required additional insights into the websites and content strategies of global management consultancies.
Workshops
A program of workshops on brand discovery, goal setting, funnel modelling, marketing ROI, core functionalities, CRO and personas.
Competitor analysis
Competitor benchmarking for visual and verbal branding, content and website performance.
Content strategy
Thought leadership content strategy with two hero campaigns, including recommended titles and formats.
SEO/AIO
Review and recommendations for visibility across conventional search and LLMs.
Lead acquisition
Review and recommendations for CRO and lead generation.
Additional analysis
Aspirational competitor analysis and recommendations to support new repositioning goals.
The outcome
“What you did brilliantly was took the time to understand our business and what we are trying to achieve as a marketing department. I was impressed at the speed of delivery and project management, and the quality of the work was excellent. Many of the recommendations you’ve made we will be using going forward.”
Bill Cooper
Digital Marketing Manager at FourNet
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