Background
During my time at Look Listen, I supported work for Selligent, a marketing automation and customer engagement platform, to help improve how the company communicated its value to prospective customers and differentiated itself in a competitive CRM and marketing technology landscape.
During my time at Look Listen, I supported work for Selligent, a marketing automation and customer engagement platform, to help improve how the company communicated its value to prospective customers and differentiated itself in a competitive CRM and marketing technology landscape.
The work focused on understanding how potential buyers evaluated customer engagement platforms, where the existing digital experience created confusion or friction, and how the website and marketing experience could better support awareness, consideration, and conversion.
What began as a digital experience and website improvement effort became a broader opportunity to clarify Selligent’s positioning, customer journey, content strategy, and go-to-market experience.
Challenge
Marketing technology platforms can be difficult for buyers to evaluate. Prospective customers often need to understand complex product capabilities, compare vendors, assess integration needs, and determine whether a platform can support their customer engagement goals.
Marketing technology platforms can be difficult for buyers to evaluate. Prospective customers often need to understand complex product capabilities, compare vendors, assess integration needs, and determine whether a platform can support their customer engagement goals.
For Selligent, the challenge was not only improving website usability, but also making the product value clearer across the full customer decision journey. The team needed to better understand:
•How prospective customers evaluated marketing automation and CRM platforms
•Where the website experience created confusion or drop-off
•Which messages, content, and proof points were most important during consideration
•How the digital experience could better support lead generation and conversion
•How to communicate Selligent’s differentiation in a crowded market
•How prospective customers evaluated marketing automation and CRM platforms
•Where the website experience created confusion or drop-off
•Which messages, content, and proof points were most important during consideration
•How the digital experience could better support lead generation and conversion
•How to communicate Selligent’s differentiation in a crowded market
Framing the Work
Across the engagement, the central question became:
How might we improve Selligent’s digital experience so prospective customers can more clearly understand the platform’s value, evaluate its fit, and take the next step with confidence?
Across the engagement, the central question became:
How might we improve Selligent’s digital experience so prospective customers can more clearly understand the platform’s value, evaluate its fit, and take the next step with confidence?
My Role & Approach
I partnered with strategy, UX, design, content, and development teams to support research, analysis, digital experience strategy, and delivery planning.
I partnered with strategy, UX, design, content, and development teams to support research, analysis, digital experience strategy, and delivery planning.
My work included:
•Supporting discovery and stakeholder alignment around business goals, audience needs, and digital experience priorities.
•Conducting UX and heuristic evaluation to identify usability issues, content gaps, and friction across the website experience.
•Reviewing competitive and market examples to understand how similar platforms communicated product value, customer outcomes, and differentiation.
•Helping translate research and evaluation findings into opportunity areas, content priorities, experience recommendations, and digital strategy inputs.
•Supporting journey and funnel thinking across awareness, consideration, evaluation, and conversion moments.
•Coordinating with creative, UX, content, and development teams to align recommendations with design direction, delivery plans, and implementation priorities.
•Supporting discovery and stakeholder alignment around business goals, audience needs, and digital experience priorities.
•Conducting UX and heuristic evaluation to identify usability issues, content gaps, and friction across the website experience.
•Reviewing competitive and market examples to understand how similar platforms communicated product value, customer outcomes, and differentiation.
•Helping translate research and evaluation findings into opportunity areas, content priorities, experience recommendations, and digital strategy inputs.
•Supporting journey and funnel thinking across awareness, consideration, evaluation, and conversion moments.
•Coordinating with creative, UX, content, and development teams to align recommendations with design direction, delivery plans, and implementation priorities.
Outputs & Results
•Identified usability and messaging opportunities across Selligent’s website and digital marketing experience.
•Helped clarify how prospective customers moved through the decision journey, from initial awareness to product evaluation and lead conversion.
•Supported recommendations for improving product storytelling, content hierarchy, and conversion pathways.
•Contributed to digital experience strategy that connected customer needs with business goals around lead generation, brand differentiation, and platform understanding.
•Helped align UX, content, design, and development workstreams around a clearer go-to-market experience.
•Identified usability and messaging opportunities across Selligent’s website and digital marketing experience.
•Helped clarify how prospective customers moved through the decision journey, from initial awareness to product evaluation and lead conversion.
•Supported recommendations for improving product storytelling, content hierarchy, and conversion pathways.
•Contributed to digital experience strategy that connected customer needs with business goals around lead generation, brand differentiation, and platform understanding.
•Helped align UX, content, design, and development workstreams around a clearer go-to-market experience.
OUTCOME
The work helped support a clearer and more customer-centered digital experience for Selligent. By combining UX evaluation, competitive research, journey thinking, and digital strategy, the team identified ways to make the platform’s value easier to understand and the buying journey easier to navigate.
The work helped support a clearer and more customer-centered digital experience for Selligent. By combining UX evaluation, competitive research, journey thinking, and digital strategy, the team identified ways to make the platform’s value easier to understand and the buying journey easier to navigate.
Rather than focusing only on visual updates, the work helped connect Selligent’s website experience to broader goals around product positioning, customer engagement, lead generation, and market differentiation.
