Work / Platform rollout
B2B ยท Platform rollout and search
Scaling websites and search to a 350+ office sales network
I was the first marketer in the organization to bring the president, the CEO and the executive team on camera for a culture video. It lived on the company homepage for a long time, and my videos are still among the most popular on the company's YouTube channel today, next to everything it has made since.
Recognition on stage, networking, and the trips that reward top performers. Video was how the network saw itself and how new offices saw what they were joining.
The problem
Independent sales offices in a 350+ office network named search and online reputation as their biggest pain point. An early pilot proved the value, but it could not scale: it took one team member about 12 hours a week, and the vendor cost more than offices would pay.
What I did
- The pilot. I ran websites, social media and training for 10 to 15 offices, then wrote the business case: continue, but rebuild around three pillars (websites, social media, training and education).
- The platform. I was marketing lead on a custom website system on Bridgeline Digital's iAPPS, working with Bridgeline's teams. At the time, Bridgeline Digital was an enterprise web platform and digital strategy company. Its iAPPS platform ran large corporate sites, and its strategy group covered search, paid media, email, social, testing and analytics. We interviewed corporate, sales leaders, proven performers and new offices, then moved through a sitemap, two rounds of responsive wireframes, design and rollout.
- The launch plan. A quiet launch with pilot offices and case studies, then influencer offices, then steady monthly launches, with incentives such as a free third month and a referral reward, backed by a one-page summary, an SEO one-pager and a promo video.
- Executive culture video. As the first marketer in the organization to do it, I got the president, the CEO and the executive team on camera for a culture video that anchored the company homepage.
- Video and events. I launched the company's first digital video strategy with a $1.5M+ budget, set a budget for each video, and ran conference marketing.
The result
View as a table
| Phase | Months | Offices targeted |
|---|---|---|
| Quiet launch | May to Jul | 8 |
| Soft launch | Aug to Sep, Nov to Dec | 30 |
| Conservative launch | Aug to Dec | 12 |
| Full launch | Aug to Dec | 15 |
| Inbound inquiries | Aug to Dec | 12 |
| Team outreach | Aug to Dec | 30 |
Source: my launch plan for the platform. These are plan targets for year one, not results.
How this was measured: from my resume. It is my own figure.
How this was measured: from my resume. It is my own figure, alongside a lift in website traffic.
How this was measured: from me. The launch plan shows the phased approach: pilot, influencer offices, then monthly launches.
How this was measured: my own estimate. No document backs the 15% starting point, so I treat it as an estimate.
How this was measured: from the pilot findings in my business case. I do not have ranking numbers.
How I got there
I started with a pilot, interviewed the field, wrote the business case, and built the rollout in phases so each phase proved the next.
Stack and workflow
What I learned
A pilot shows demand, not scale. I measured the 12 hours a week and the vendor cost, then rebuilt the model so the platform did the work and the offices paid for their own sites.
Reference
"He understands the bigger picture, but also thrives when it comes to creating the plan and strategy needed to get there."