Marketing Tech Stack Assessment and Website Relaunch
Clarkston Consulting recently partnered with a cloud-based provider on a digital transformation, which included a marketing tech stack assessment and website relaunch. Read a synopsis of the project below or download the full case study.
Download the Marketing Tech Stack Assessment Case Study Here
A leading provider of cloud-based enterprise applications partnered with Clarkston to launch a digital transformation initiative, as they were looking to both modernize their digital presence and improve their end-to-end customer experience. Although the client is a proven leader in the space, their digital ecosystem as a whole lacked cohesion, and there was opportunity to better align their digital strategy with customer expectations.
Clarkston started with a full assessment of the organization’s digital strategy and landscape. This kicked off with over with over 25 stakeholder interviews from across the organization and then progressed into an in-depth audit of site analytics and performance as well as an overall user experience journey review. These initial learnings helped the team identify where to focus and prioritize and informed the build out of a phased strategic roadmap with a long-term vision.
With key goals in mind, the team partnered with the client to conduct a vendor selection for a new Content Management System (CMS), prioritizing the client’s top goals of overall scalability and strong asset storage capabilities via a new DAM (digital asset management) system.
After selecting a best-in-class modernized CMS, Clarkston led implementation efforts including comprehensive requirements gathering, end-to-end wireframe and page design, and overall user acceptance testing. The full website experience was completely redesigned, from an updated user journey as they navigate through the pages with a streamlined site architecture to updated brand guidelines, helping the client grow and scale toward the future. The new website was also optimized for AI readiness, focusing on block modularity and internal linking. The team also conducted a full audit of the client’s paid media program to align investment strategies with performance.
To ensure a successful launch, Clarkston managed go-live readiness and provided hands-on support for content migration, training, and technical deployment. These efforts culminated in the launch of a fully redesigned, future-ready website that adhered to UX and SEO best practices. Thanks to this end-to-end engagement, the client is now positioned to operate with greater agility, deliver a more connected user experience, and scale their digital impact well into the future.
