NetBrain hired me as an outsourced developer, working as an integrated member of their team to optimize and configure their multinational website for various global audiences, including ensuring access behind China’s firewall. I collaborated with teams in the US, West Coast, and China, handling CRM integration, analytics, custom search, and content marketing to drive user engagement and lead generation.
Challenges
NetBrain faced several key challenges, including:
- Multinational Website Configuration: Required a site accessible in multiple regions, including behind China’s firewall.
- CRM Integration & Analytics: Needed modular CRM integration with Marketo and Zoho for consistent data capture and enrichment.
- Content Marketing & Organic Traffic Growth: Sought to leverage existing documentation and strategic content creation to increase organic traffic and reduce advertising spend.
Solutions
Multinational Website Configuration
- Configured the website for reliable access in both Western markets and China, overcoming firewall limitations and ensuring smooth content delivery globally.
- Managed localized content to address audience needs across different regions.
CRM & Analytics Integration
- Integrated Marketo as a CRM, with all forms feeding into it in a modular, consistent manner.
- Used Zoho for pre-filling forms to support data enrichment, increasing lead quality.
- Defined analytics events and implemented tracking with Google Tag Manager, Google Analytics, LinkedIn, Google Ads, and Reddit advertising to monitor site performance and optimize ad campaigns.
Brand Extension and Custom Search Engine
- Conducted design improvements to enhance brand consistency and quality across digital touchpoints.
- Developed a custom search engine on WordPress, delivering highly relevant, specific results based on custom logic unique to NetBrain’s business.
Content Marketing, SEO & AEO
- Assisted with content marketing, from eBook creation to topic generation, grounded in keyword and audience research.
- Repurposed older help documentation into fresh, GEO-optimized content for the blog and research areas, driving organic traffic growth.
- Implemented strategies to generate quality leads, increasing revenue and lowering advertising costs through improved search visibility and organic reach.
Results
This collaboration resulted in:
- A globally accessible, optimized website that performs well in diverse markets, including China.
- Enhanced lead generation and data capture through effective CRM integration, data enrichment, and conversion-focused analytics.
- A boost in organic traffic and lead quality by strategically repurposing content and targeting high-value keywords.
- Lower advertising costs and increased revenue from organic traffic and optimized ad campaigns.