Funnel-Based Marketing and Content Strategy for itCraft

itCraft’s plain marketing strategy brought a steady flow of clients but worked not nearly as good as word of mouth. Our goal was to empower the team to share their knowledge via diversified content offers that bring traffic and new deals.

Companies of different sizes — startups to Enterprise like DHL or Deloitte — looking for mobile and web apps to address challenges in their respective fields. With the focus industries being Transport & Logistics, itCraft also offers mobile and web solutions to Telecommunication, Fitness, and Healthcare providers, including machine learning capabilities.

Regularly exceeding clients’ expectations, itCraft had a lot of expertise to offer and boasted some impressive reviews on 3rd party recommendation portals. However, marketing the product was never prioritized and the team was ready for something bigger. The challenge ahead of us was to grow organic traffic coming from content marketing, build a strategic approach to content production & design, move from a one-fits-all strategy, create sales enablement content, and, ultimately, generate more leads through inbound activities.

After a two-day internal design sprint workshop as well as SEO and content audits, we set milestones for the funnel-based content strategy. The team redesigned the website and implementing a chat. Working on entry point offers, itCraft also produced an e-book that became an instant lead magnet. Thanks to user segmentation and email automation, the e-book was easily re-distributed and brought valuable traffic. Another focus was changing the role of app development workshops and transforming them into a promotion tool.

Despite the pandemic, itCraft’s capacity is at 100% and everyone is fully booked with projects. The team is dedicated to expanding its expert content base in various formats, including video. Having fully embraced the customer-centered approach, itCraft also started a new series of webinars. With a robust customer base of global clients acquired thanks to the marketing makeover, itCraft has big plans for the future.