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enterprise b2b Saas company, Limelight, closes 3x more deals with new website experience

check2 378% increase in leads 9 months after site launch

check2 91% increase in qualified traffic

check2 3x increase in deals closed since launch of site

 

 

 

Limelight success story

Summary

Limelight is a planning, forecasting, and reporting software for enterprise ERP systems. They came to Web Canopy Studio to help reposition their company, build their website, and ultimately grow their revenue.

We helped Limelight by redefining how their brand was conveyed, building new user flows on their website that spoke to the right people in the B2B Enterprise SaaS world, and creating a solid lead conversion process that helped their website start delivering qualified leads almost instantly.

View The Site >> 

 

limelightcontact CompanyPage LimelightHero-1 limelightscreen-1 limelightwhitbg

 

The Challenge

Limelight was facing many challenges when coming to Web Canopy Studio:

 

Business Built On Outbound

Limelight had already accomplished something quite difficult, which was building their brand to the point it was by utilizing outbound almost exclusively - that is, working their existing network or calling cold contacts in order to grow their business.

They had hit a ceiling, and they knew in order to achieve the goals they'd like to see, they would need to shift to an inbound process. This shift would require a major change in how they present themselves, and it starts with building their website into a conversion machine.

 

WordPress was Not Cutting it

The website was built on an older version of WordPress. it became an ongoing issue when things needed to be updated because they would be up against the challenge of, "what do I do with these updates?" Here's a pretty common scenario:

The theme needed to be updated, but the plugins weren't compatible with the updated version. When WordPress would update, the theme or plugins would not be ready for the update. A plugin that was used to build the site might no longer be supported by the freelance developer that built it. As the website grew over time, the amount of plugins added became cumbersome just to get the job done. Eventually the backend of WordPress ended up looking like a Frankenstein monster of plugins and widgets to use the software they needed JUST to do some standard marketing updates. 

Any mix of the scenarios above caused major issues. The more plugins the site had, the more likely they were to experience the website breaking once one or any of the items mentioned above updated and others were not yet compatible.

 

Selling SaaS to Enterprise

Limelight was selling a B2B SaaS product to enterprise level businesses. This meant the way they talked about their brand had to resonate with that specific audience immediately, and it wasn't accomplishing that task.

The decision makers in their prospects' organizations were not getting the information they needed upfront about how the software would impact their bottom line. 

 

Unclear messaging and branding

The company was also struggling to clarify their message and identify how to talk about their product. As most people will only skim your website on first glance, their branding and messaging was off track. 

 

Existing Website

oldlimelight

 

limelightwhite

 

The Solution

Limelight worked with Web Canopy Studio to build a clear and concise website that helped tell their story, position their brand, and convert their visitors into leads.

When selling a B2B SaaS product to an enterprise level company, there is no room for error in sending the right message to the right people at the right time. As you'll read below, we broke down the website into various sections that help tell their story in just that way.

The new Limelight website 

 

limelighthome

 

Limelight's new website is an attractive way to share compelling information around their reporting software for enterprise level companies. We spent a great deal of time thinking through the psychology of how people make decisions when choosing a SaaS platform to purchase. At the end of the day, the website must serve to generate better quality leads and provide a jumping off point for that nurturing process. In order to do that, we have to get in the heads of how thought process is broken down.

The human brain processes decision making on 3 different levels:

Logical brain - this is the outermost level of thinking and requires intense thought to decide if what you're looking at is something you want or not. Most businesses market (and build their website) towards the logical brain - lots of text, requiring readers to really search to understand if they want something or not. 

Emotional brain - the next level down is emotional decision making. This is about helping people see your marketing and be drawn to your product or service because it feels good, and you resonate with what they are seeking. If we're selling diapers, we want to show pictures of moms with babies because it resonates with the audience. "Oh, that's me, I'm a mom," they would say. Good marketers can take their website to this level.

Primitive brain - this is the caveman brain, which drives our survival instincts. We constantly make subconscious decisions all day long based on this level of our brain. Buy this food, turn down this street, etc., because it helps with our survival. REALLY good marketers will focus on messaging that gets to this level, helping people see an instant correlation to a website or a product that makes the reader understand this is something they need to improve their life.

This was the driving factor behind what we did with Limelight's website when we stripped away the unnecessary information that was speaking to the wrong people at the wrong time. We wanted to focus on simplifying their message and really leading with clarity and call-to-action.

 

Talking Specifically To Buyer Personas

Limelight's website was designed to speak directly to their target audience: The buyer persona.

The highest trafficked page on their site was, of course, the home page. We knew that the way this page was laid out would play a huge part in the conversion of their audience. 

What became very evident about their target persona, was that they are extremely busy people. When selling to decision makers or influencers at enterprise companies, you have merely seconds to catch their eye, tell them they are in the right place, and transition them into an appropriate offer.

We accomplished this by creating a layout that emphasized sleek design and open space so the eye could travel easily from one value prop to the next, with calls-to-action appropriately placed at various locations.

The messaging also had to serve two completely unique purposes in regards to who they were speaking to:

 

Calling Out the decision maker

When you're designing a website with the primary persona being a decision maker for their company, you have a completely different objective to prove value. 

Value is almost exclusively shown when messaging highlights the impact of ROI (return on investment), additional revenue, cost savings, or time savings. Decisions makers typically aren't driven by the features and the assets a SaaS platform contains; they are exclusively looking at "what's this going to do for me," as opposed to "how cool is it," or "what are the features that will help me do my job better." 

This became a major component of the website by building out a section in the navigation called "Solutions," which highlights the industries in which Limelight's software impacts the most. Each of these industry pages contain bottom-line-impacting points to drive home the return these decision makers can expect to see.

solutions

 

Calling Out The Direct Influencer

Typically the direct influencer in an organization is someone who is not the able to make a purchase decision on behalf of the company, but their opinion is heavily weighted and matters a great deal to their boss (decision maker). Oftentimes, this is the person who will likely be using the software itself and are seeking a way to make their lives or their jobs easier.

In situations like this, we have to talk through how the platform will benefit the user, which often focuses on the features of the product and the ease of use.

Remembering our play on psychology, these direct influencers can be the heroes of their story in the company by presenting Limelight to their boss and effectively generating a cost savings of hundreds of thousands of dollars. We wanted to highlight the benefits these direct influencers would receive, and we did through adding a "Tour" section of the website in the navigation. This tour allowed the direct influencers to see what the product offered as a feature, how it will impact their role as a user, and also showed impact on the bottom line as well (should they share with their boss!).

tour

 

 

Offering consideration stage content

Most websites serve two kinds of content: awareness stage (offers, ebooks, checklists, etc.), and decision stage (buy now, get a demo, etc.).

Limelight's emphasis on creating relationships and truly adopting the inbound methodology in their marketing and sales went all the way through to the website as well with the implementation of consideration stage content. 

We implemented a section on their home page exclusively dedicated to webinars towards the bottom of the page. Limelight updates this regularly as webinars are posted and created throughout their quarterly planning.

webinar

 

 

selling with social proof

Ah, there's nothing better than having someone doing the hard work for you. Limelight had built a great relationship with many of their customers who loved their product. Knowing one of the major problems for selling in Enterprise B2B was to overcome the concerns of "why should I buy from you," we helped Limelight showcase their legitimacy in multiple locations on their site. First, we highlighted notable customers on their home page so visitors have an immediate recognition that they're in good company:

logoslider

 

Next, we created a separate section of their website under the navigation of "Who We Help," which just highlights customer testimonials and success stories.

The purpose of this section is to allow site visitors who begin to do some digging to A) realize they are in the right place, and B) spur interest in the "hey, I want those kind of results too," mentality.

 

testimonials

Educating with resource library

A major point of Limelight's shift to being a resource and an authority in their space was to freely give advice to people through their ongoing content in the resource library. We helped by building this out in an organized and beautiful layout, which utilizes HubDB, HubSpot database platform, to serve up this content as needed.

library

 

 

The Path To Success 

 

Attracting Visitors

We helped Limelight implement a better SEO strategy that attracted a higher quality site visitor to their brand.

Converting Leads

We built landing pages and user flows on their website that helped create a clear path to conversion in exchange for high-quality content.

Reporting on KPI

We made sure that all the KPIs (Key performance indicators) were being tracked accordingly on appropriate dashboards inside HubSpot.

 

 

how HubSpot was utilized

  • Lists: Segmented their buyers using the lists tool as they engage
  • Workflows: Triggered workflows for notifications and nurturing when a form was submitted
  • Conversations: Limelight is using the live chat feature regularly to engage with, and convert, contacts as they visit the website
  • CMS: Website built on hosted entirely on this platform
  • Blogs: Content written to follow cluster model and centered on helping users in the buyer's journey
  • Landing Pages: all TOFU, MOFU, and BOFU landing pages (and forms!) are utilizing HubSpot's landing page functionality
  • Forms: See above!
  • SEO: Topic clusters were created for growth and organization
  • Email: Follow up emails and nurturing emails created for lead engagement
  • Social: Website now sharable and actively used as a resource for scheduling 100s of posts monthly by their entire team
  • CTAs: Beautiful CTAs developed to match brand, share offers, and placed on blogs and website pages
  • Campaigns: Organized all new website activity into campaign
  • Meetings: Calendar and appointment strategy utilized for booking international meetings
  • Deals: Limelight is tracking all deals from the website on the platform
  • HubDB: Limelight's website is utilizing HubDB in order to serve their library content
  • Reports: Limelight is appropriately utilizing dashboards and reporting to track their marketing and sales

The Results

Here is how Limelight's new website has impacted the bottom line:

 

Overall performance

Since the site launched at the beginning of the year (2019), sessions are up 91%, and contacts are up 378%! They've turned 18 new customers in the year simply from inbound, most notably the shift starting in April. This is valuable because it shows the impact of the leads that are coming from the website and a considerable lift in results after those leads were able to be nurtured and entered into the sales process. 

limelightmarketingperformance

 

Conversion Rate

The graph below is showing how the conversion rate of the website has improved since launch. What's interesting about the results seen here is that this graph is not cumulative; this is the individual monthly report of new contacts each month (the bar graphs) compared to the actual conversion rate of the website pages (the purple line). We see a trend in the page conversion rate from the start of the year, with a really nice trend upward as time goes on. The website is converting beautifully, and the leads are of much higher quality.

limelightcontacts-conversionrate

 

landing page submissions

Landing pages on the website serve a few purposes. First, they are pages with forms on them that gate access to lead magnets, offers, downloadable resources, etc. With the advent of a resource library in their website navigation, landing page sessions and submissions increased considerably. The second use case of landing pages are bottom of funnel form submissions, like demo requests or contact sales pages. These also saw an increase on the new website. 

The graph below highlights new contacts from these landing pages (orange bar graph), and the view to contact rate (blue line), showing the increase of conversions on these landing pages over time.

limelightlandingpages-contactrate

 

Sales performance

Because the website is now targeting a very specific buyer persona, the quality of the lead is considerably higher. The value this brings to the organization is so important! Because the right kind of people are being presented with the right kind of content at the right time, the sales performance sees a boost across the board, from contacts assigned appropriately to sales team members, to new deals created, to deals that are closed won - a 114% increase.

limelight-performance

 

Revenue impact

The deals that have come from the new website process have shown great impact on the bottom line of Limelight's sales process. The deals closed attributed to the CRM since the launch of the website, utilizing the leads coming in from the newly adopted website process, have tripled over the last quarter.

limelightdealsincrease

 

Conclusion

Limelight's success has been a wonderful testament to the inbound process since the launch of their site. It's a fantastic highlight of how HubSpot can be utilized to grow and improve a SaaS business selling enterprise B2B software. We have loved partnering with Limelight, and are excited to continue to consult with them well into the future!

"If you're looking for a partner who is intentional, organized, and able to respond to you when it comes to your creative needs, your website needs, or your marketing needs, Web Canopy Studio is the partner for you."

- Akemi Liyanage, Limelight

 

 

 

Need to see these kinds of results?

If you are struggling with your website and you're concerned about how to make it truly act as an extension of your marketing and sales team, please know that we are here to answer any questions you may have and guide you through the process.

 

let's have a discussion about how to really make your website work for you. Click on the live chat icon on the bottom of this page, and let's chat. Cheers!