Digital Marketing Web Transformation
SMITH developed user journeys, taxonomy, a content strategy, merged two AT&T B2B content sites and went live with an MVP in 12 weeks:
AT&T Business wanted to redefine the Business learn experience that engaged users with more meaningful content and tailored journeys. SMITH leveraged the Adobe toolset to map predictive pathways that align to audience goals and leads them through a personalized content journey.
SMITH joined the team to create a new approach to content marketing with a single destination for thought leadership and upper funnel content. Our task was to build a roadmap, design, launch and grow the Business Hub, uniting the Network Exchange Blog and Business Circle in a new integrated experience educates customers at the top of the funnel, driving more informed purchasing decisions.
Now launched, the new platform integrates more of Adobe Experience Manager’s toolset to deliver personalized content around user profiles to nurture their relationship with AT&T as a business-to-business solutions provider and increase lead conversions.
AT&T’s broad array of content includes videos, articles, white papers and more, broadcast to social on topics across business services including:
By integrating Adobe Experience Manager’s toolset, the site evolves beyond a static content site into an intelligent system for drawing users into the funnel, nurturing them over time with deeper education in each content vertical, and increasing leads and sales conversion for AT&T sellers.