Transforming UMBOSS's digital presence and lead generation

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Client - UMBOSS

UMBOSS is an umbrella network and service assurance provider known for efficiently discovering inventory across all network and IT domains, consolidating monitoring data, and facilitating autonomous network and service assurance.

 

Previously known as Inceptum, the now-rebranded UMBOSS faced several challenges related to market expansion. They needed to let their existing customers and partners know about their branding, but even more crucial was the goal of finding new clients and partners in geographically fragmented markets.

 

We helped them with both objectives.

Services
  • Marketing strategy
  • SEO
  • Digital advertising
  • Content marketing
  • Digital outreach
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THE CHALLENGES

 

These are the challenges UMBOSS faced:

  • An outdated website that didn’t reflect their new product offerings
  • A recent rebranding from “Inceptum” to ‘UMBOSS’
  • Difficulty in generating new leads and finding partners
  • The need for CRM implementation, lead management, and setting up internal marketing and sales processes

  • "The reason we contacted Degordian is the very strong recommendations from various companies we consulted regarding their recommendations and experiences in the field of digital marketing. The knowledge and experience that Degordian demonstrated in the initial contacts confirmed the recommendations we received. Particularly important was the fact that Degordian covers a wide range of marketing activities, starting from the development of UMBOSS's digital strategy to its implementation through a new website and a range of digital marketing tools, with the constant guidance of their expert team"

    Zdenko Vrdoljak UMBOSS’s CEO
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OUR PROCESS

 

To address these challenges, we held a discovery workshop to thoroughly understand UMBOSS’s current situation, past marketing efforts, and future plans. After gathering insights, we developed a performance marketing strategy focused on these key elements:

 

 

1. Website redesign & brand transition

We began by redesigning the UMBOSS website, ensuring that the transition from Inceptum was seamless and aligned with their new brand.

 

2. Go-to-market (GTM) strategy

Our team developed a robust GTM strategy, built on key pillars:

Discovery: We analyzed target markets, competition, and user segments.

Growth Strategy: Implemented SEO, content marketing, digital advertising and automation to support inbound marketing.

 

3. CRM implementation & sales process pptimization

To streamline lead generation and management, we implemented HubSpot as the central CRM, enabling seamless marketing and sales automation.

 

ACTIVITIES BREAKDOWN

 

Activities were divided into the following categories:

  • Web redesign and SEO
  • Content marketing
  • Marketing automation
  • Direct outreach
  • Digital advertising

Website redesign and SEO

The website redesign was executed in three phases: domain change & content migration, new website development and post-launch user acquisition.

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    Domain change & content migration

    We ensured a smooth transition to a new domain without sacrificing SEO rankings. Redirects and post-migration monitoring ensured traffic stability.

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    New website development

    A modern, SEO-optimized site was launched to boost user acquisition, featuring a clear URL structure and strategic information architecture.

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    Post-launch user acquisition

    Our ongoing SEO and content optimization efforts helped drive new traffic.

Content marketing

Our content marketing strategy involves leveraging tailored content to educate and engage target market groups, establish brand trust, and position Umboss as a leading player in the network and service assurance industry. Content marketing activities were existing content analysis, keyword research, new blog post & gated content guidelines, content optimization, internal linking strategy and content distribution.

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    Existing content analysis

    We have thoroughly evaluated the performance of existing content to identify strengths and areas for improvement.

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    Keyword research

    Conducted extensive keyword research to uncover ranking opportunities.

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    New blog post & gated content guidelines:

    Developed new content guidelines aligned with the customer journey, including blog posts, e-books, and whitepapers. This content is tailored to decision-makers, positioning UMBOSS as the go-to solution for network and service assurance.

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    Content optimization

    We improved existing content by optimizain SEO tags, integrating targeted keywords, enhancing readability, and ensuring alignment with user intent.

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    Internal linking strategy

    The goal is to improve user experience and SEO by strategically linking content to guide users deeper into the customer journey funnel.

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    Content distribution

    We proposed a content distribution plan to ensure maximum reach and engagement across various channels.

Marketing automation

We introduced a marketing automation framework that supported lead nurturing through segmented email campaigns and CRM-based workflows. This helped UMBOSS communicate effectively with leads and partners worldwide. Our direct outreach strategy focused on building a scalable, personalized engagement model to connect with high-value partners across target markets.

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Direct outreach

We used a strategic, personalized approach to connect with potential clients, build relationships, and convert leads into partners. By integrating outreach tools with our CRM, we tracked interactions and scheduled check-ins to keep things moving smoothly. Our tailored messaging highlighted the value of the partnership, leading to successful meetings. We developed a scalable B2B outreach model to handle more prospects efficiently while maintaining effectiveness and personalization across different markets.

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Digital advertising

Our digital advertising focused on Google Search for high-intent audiences and remarketing to re-engage prospects. We ran A/B tests to optimize campaigns and used LinkedIn for precise account targeting. A key part of the strategy was aligning ads with buyer journey stages to ensure the right message reached the right audience at the right time.

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Differences from UMBOSS’s (or to be more precise, Inceptum’s) past marketing state:

The new website was designed to be visually appealing, user-friendly, and optimized for conversions, highlighting UMBOSS’s new products and facilitating inbound marketing activities.

 

The GTM strategy was meticulously crafted, focusing on comprehensive market research, clear strategy fundamentals, targeted growth strategies, and well-planned marketing campaigns.

 

Multiple digital channels, including digital ads, content marketing, SEO, email marketing, and outreach, were utilized to drive growth from all angles.

 

HubSpot was integrated smoothly into UMBOSS’s operations, enabling efficient lead management and automation of marketing and sales processes.

RESULTS AND OUTCOMES 

 

Quantitative Results:

  • Significant increase in website traffic and engagement.
  • Substantial growth in the number of leads and partnership inquiries.
  • Improved efficiency in lead management and qualification through automated processes.

Qualitative Results:

  • Enhanced brand perception aligning with the new UMBOSS identity.
  • Streamlined internal processes, leading to better coordination between marketing and sales teams.
  • Positive feedback from stakeholders on the new digital presence and CRM capabilities.

In summary

 

The transformation of UMBOSS’s digital presence and the implementation of a comprehensive GTM strategy have significantly enhanced their market position. The new website and CRM integration have streamlined their operations, improved lead generation, and opened new partnership opportunities, setting the stage for continued growth and success.