Increasing brand awareness and website conversions through multi-channel marketing

The journey of how Majenta PLM merged with Cutting Edge in a rebrand to become OnePLM, offering customers a smooth, refreshed online experience with efficient insight-driven website facilities.

Who

OnePLM was formed by the merger of two Siemens software specialist companies: Majenta PLM and Cutting Edge. Now with a combined team experience of over 25 years, OnePLM supplies Siemens digital industry software and services for people who design and create.

Why

OnePLM was in need of a digital merger and required our help to create a brand migration strategy, along with an efficient and straightforward way for the team to brand and market their wide range of software products. With every merger, there is a need for brand development, website decisions and strategies for future growth into both new audiences and the education of current audiences. This strategy would help us analyse both Cutting Edge and Majenta PLM’s previous websites and Google Ad accounts, before choosing the higher performing website to use for OnePLM.

After conducting some research, the discovery clearly revealed that the website required informative and insightful content to engage users. This, alongside a detailed and thorough SEO strategy, would work in harmony to drive traffic and conversions to the website. With the addition of the key product trials, ongoing A/B testing and optimisation, this would ensure a seamless customer journey.

What

Working alongside OnePLM, we adapted the new brand to work online with a website refresh. This included Rawww supporting content migration to the new website to ensure the brand was consistent across all pages. We also revised all colouring, fonts and some of the layout designs to help make the call-to-actions stand out more. To further develop the brand, we created a set of product icons that represent each piece of software they sell, giving the individual products an identifiable mark and enhancing the user's journey on the website.

To help increase website conversion for software sales enquiries and free trials, we acquired knowledge through insight and analytics to inform us of any ongoing modifications to the content and website. Delivering this alongside multi-channel digital marketing, website UX and optimisation, then provided us with accurate information to make the user journeys simple and achievable in fewer clicks and improve the overall conversion rate.

We worked with OnePLM to redevelop the 'On Demand' area of the website to permit more SEO friendly material guides and webinars that target the audience demands as part of the website development and optimisation. The implementation of a website SEO strategy, as well as the enhancement of a full-service multi-channel digital marketing plan, maintains brand consistency, boosts brand awareness, and improves client conversion year after year.