The Client
Insights for Professionals (IFP) are a brand of Inbox Insight. Inbox Insight are a content aggregator that amplify content globally to over 3.5 Million active IT, HR, Marketing and Business Management Professionals, for some of the world’s most successful brands. From offices in the UK and the USA, their team of digital marketing experts fuse B2B content marketing strategy, creation and content amplification with the very best demand generation techniques and technological innovations to help their clients understand and cut through the noise.
Project Scope
Inbox Insight were looking to redevelop (www.insightsforprofessionals.com) which was built on a custom system in-house. The new site’s overall objectives were that it had to provide high quality, credible and relevant resources for senior professionals in one place. The site had to be easy to access with a personalised library to help the end-user when researching specific topics, seeking practical advice, or simply wanting to stay ahead of what was happening in their industry.
The site also had to provide thought leadership articles and downloadable guides on all things IT, HR, Marketing, Finance and Management. The new platform had to allow the end-user select what sectors and topics they were interested in to customise their experience, with the system showing them the content that matters most to them and also highlighting content that was trending with their peers in the same industry and role.
What we Delivered
Due to its ease of use, integration to third party systems and cutting edge personalisation capabilities, we opted for Kentico EMS v12 MVC for this project. The site is highly usable easy to navigate and delivers a very personalised experience for members and site visitors. A visual way of collecting a member’s interests during the registration process was also incorporated.
The Registration Process, Site Search, My Profile Area and Key User Journey have been modernised, streamlined and made to be engaging and personal. A new faceted predictive search function was deployed using out-of-the-box Kentico features as well as some customisation. We added advanced search functionality which allows users to refine search by industry and relevance. The search filters tied to all pages and blogs and can be managed by the site administrator.
The Build
We utilized Kentico’s EMS to deliver all required online marketing functionality. The new website has provided IFP with the power to deliver personalised content for each individual visitor and subscriber, based on previous on-site behaviour. Kentico’s integration bus was utilised to integrate with IFP’s bespoke CRM system. Kentico's multilingual functionality allowed us to meet the requirement of rolling out the website to their global audience.
With GDPR and privacy requirements in mind, capabilities which allow users/members control over the data they have given to IFP were implemented. These also give them the control to opt-in/out of specific newsletters, subscription and/or interests. It also allows the end-users to update their interests so that the system can change personalisation preferences. Since the site launch, significant improvements in user engagement have been seen.
The Result
The new site has a modern, fresh design and seamless user experience which helps position IFP as a global leader in B2B content marketing creation. IFP’s marketing team now have an intuitive, easy to use, highly secure and GDPR compliant website that now facilitates true engagement with professionals globally.
