Email data solutions provider, TowerData went live with their redesigned Website last week, with a stunning new appearance and a message that grabs your attention after landing on any page on the Website.
TowerData Background
TowerData helps companies increase the performance of their email marketing by validating email addresses for improved deliverability, providing intelligence about email leads and subscribers, and increasing size of the email list. TowerData has been in business since 2001 and has helped thousands of customers improve their email marketing results and take their email list to the next level.
We created the new TowerData brand message in partnership with enterprise inbound marketing agency, Kuno Creative (Kuno), who created the redesign and new content and managed the website transformation project. Kuno is managing the content marketing, demand generation and marketing automation program for TowerData.
TowerData is a HubSpot customer and has already been successful with its demand generation activities, generating a predictable volume of inbound leads and doing well with keyword rankings. As a next step, TowerData wanted to attract and convert more qualified sales leads by improving its brand messaging and content.
Goal: Brand Update and Website Revamp
Tom Burke, CEO of TowerData stated, “the project was driven by a need to update and focus our brand and revamp our 6-year-old website.” Prior to the redesign the TowerData Website, although functional, looked dated and the message did not clearly identify how TowerData served its clients or what differentiated their services in a highly competitive market. TowerData sought to make its core service strengths readily apparent and easily understood by website visitors.
Complication: Prior History
TowerData had already identified a redesign and branding vendor who proposed a traditional approach of interviewing stakeholders, including TowerData customers, to understand the business, and pull out the themes and message from there. Our approach would involve more than a brand refresh.
Resolution: Create a Messaging Architecture
TowerData selected Admarco and Kuno for the messaging and Website transformation, and we began the project with the development of the TowerData Buyer-Persona, which details the roles and thought processes of representative buyers. The messaging process was done entirely over the Internet to save time and money and we used the MindManager tool from MindJet.com to capture the information in a brainstorming session attended by Kuno and top TowerData stakeholders.
With the Buyer Persona created, we moved to developing the Messaging Architecture and began brainstorming the Win Themes and Positioning Pillars.
The Messaging Architecture is developed by identifying product usage Win Themes, i.e. how the products are used to create value, solve problems and help buyers achieve their goals.
Win-Themes are self-describing information chunks that encapsulate feature, function and benefit in a meaningful sentence. In other words a Win-Theme describes what the product or service is, what does it does for the buyer when they use it and what that means in terms of value for the buyer. The brainstorming and review process required five Web Conferences to complete and took around about 10 hours to capture and edit over a period of 2 weeks.
Positioning Pillars are used to position the product in the market vs. competition. Some of our clients are unsure of their Pillars at the start of the process, but in TowerData’s case they knew they wanted to position around Email Append, Email Intelligence and Email Validation.
