SOFTWARE HOUSE

Funnel-Based Marketing and Content Strategy for itCraft

We ran a design sprint workshop, performed SEO & content audits, and created an action plan for a transformed, funnel-based content strategy diversified for multiple buyer personas. As a result, the team is fully booked with projects despite the pandemic.

Results
Metrics
600%
Traffic Increase
2x
Increase in revenue
3x
More Leads

About itCraft

When it comes to choosing between client delivery and marketing, software houses always prioritize clients. This was the case with itCraft — a Polish software house making high-end style apps but missing out on promoting them to their full potential.

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Software Development
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50-100 employees
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Top clients, award-winning apps
workflow

Marketing Makeover

Together with itCraft, we established key growth areas and built scalable frameworks that the team could introduce to their marketing strategy.

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Design Sprint

We established key growth areas to built scalable frameworks for multiple buyer personas.

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SEO and Content Audits

We designed a funnel-based content strategy for the team to re-edit and redesign the website.

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Execution

The team created new entry point offers and started producing lead magnets in the form of ebooks.

How itCraft got 3x more leads and 600% increase in organic traffic

Warsaw, Poland

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.

Targeted Accounts

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.

Challenge

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.

Solution

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.

Results

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.

Paulina itCraft
Our expertise became the center of the content strategy

Thanks to the workshop with MAN Digital, we significantly increased the commitment to content creation and SEO. Our expertise became the center of the content strategy.

Paulina Chmielewska
Head of Marketing at itCraft

Let’s start working together 
on your next campaign.

Get in touch in no time with our team

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