Genpact is a global leader in digitally-powered business process management services. Providing services to the Global Fortune 500, Genpact's growth strategy to provide higher-value services brought them up against new competitors: top management consulting firms.
With their customers now C-suite decision makers, the company needed to improve ROI from digital sales & marketing, lead generation, content integration in the sale process and brand positioning.
User goals vary by audience—professional service firms must make all users feel valued by delivering curated content experiences with flexible search & navigation.
We began by assessing competitors’ digital offerings and developing a content strategy that would increase brand recognition and generate qualified leads. Relevant information was delivered based on visitor industry and interests, and integrated into a single sales process to improve outcomes.
The publishing and tracking of content was made scalable, and the site itself was built with multiple releases to allow iterative changes. Post launch, we measured content usage, user behavior, and marketing performance to continually adapt the content strategy and streamline the sales process.
Elevating Genpact’s brand image on par with new competition top management consulting firms, the new site also demonstrates Genpact's value across industries.