Upon analyzing the situation, I discovered a deeper problem: while campaigns were driving traffic, the messaging and experience weren’t aligned with how target buyers thought, shopped, or made decisions. Content was too general, touchpoints weren’t personalized, and conversion paths lacked emotional or strategic resonance with decision-makers across industries.

To address this:

• Developed detailed customer personas based on psychographic insights, aligning content and experiences with customer patterns in:

  • Industry

  • Demographics

  • Preferred Touchpoints

  • Key Pain Points

  • Core Values

  • Decision-making behavior

• Mapped customer journeys using psychographic segments to identify key friction points and opportunities for deeper engagement.

• Tailored microsite experiences for each core use case (e.g., Asset Tracking, Facility Management) to boost relevance and trust.

• Launched segmented email campaigns rooted in psychographic motivations and buyer journey stages.

• Implemented robust CRO testing to refine UX and maximize conversion rates.

• Improved site architecture and navigation to create clearer paths to action for high-intent users.

• Built visualization dashboards to monitor user behavior, traffic sources, and campaign performance in real time, enabling continuous optimization.