Our Work 

Our Work 
Watchguard 
Client
Client
Strategy
Strategy
Solution
Solution
Results
Results

Watchguard

As a leader in the competitive network security industry, Seattle-based WatchGuard needed to modernize its corporate website and renovate the way it captured and nurtured leads to more effectively generate demand and drive sales. With offices throughout North America, Latin America, Europe, and Asia Pacific, WatchGuard also needed a site built on a robust content management system (CMS) that was easier to update and localize and one that delivered an optimal responsive experience whether viewed on a desktop, tablet, or mobile device. Most importantly, the WatchGuard marketing team needed to be able to easily measure the effectiveness of its content marketing efforts, with on-demand tracking, reporting, and analysis.

Strategy

Yesler recommended moving the WatchGuard website to a more scalable CMS and redesigning the site using responsive design principles so that content would be mobile-friendly, easy to view, and simple to navigate across multiple platforms and browsers. Working with the WatchGuard marketing team, which included corporate and agency writers and editors, Yesler managed an aggressive development schedule that included a phased approach that took into account the company’s ongoing marketing efforts.

Equally as important, Yesler suggested reworking the setup and integration of WatchGuard’s Marketo implementation to better capture and nurture leads, and audited the company’s Google Analytics, Marketo, and Salesforce implementations to improve reporting, enabling the marketing team to align with industry best practices and more clearly demonstrate the business value of marketing efforts.

CMS 
Development   
Full Web Dev/Design   
Marketo 
Implementation  
 Global 
UTM 
 Parameters 
 Google 
Analytics 
Audit 
 Email Template  
Design 
 Progressive 
Profiling  
Salesforce.com 
Integration   
Responsive 
Landing 
Pages  
Attribution 
Modeling 
  Analytics & 
Reporting  
A/B Testing
CMS Selection
Full Web Dev & Design
Marketo Implementation
Salesforce Integration
Global UTM Parameters
Google Analytics Audit
Email Template Design
Progressive Profiling
Responsive Landing Pages
Attribution modeling
Analytics Development
A/B Testing

Solution

Yesler developed a more manageable and scalable website based on the Drupal CMS that provides opportunities for engagement at each step of the customer buying journey. Yesler updated and enhanced the company’s Marketo integration with the website, which included modernizing lead-capture forms, implementing the use of UTM parameters for more rigorous tracking, embedding new forms, developing customized responsive landing pages and email templates, and performing A/B testing to optimize campaign performance. 

Yesler also improved WatchGuard’s data quality and reporting capabilities by implementing Marketo naming conventions and deploying best practices for syncing to Salesforce, developing a UTM framework and updating forms to ensure UTM adoption for proper tracking, improving progression status fields, and revising lead-sourcing practices to create a more complete attribution model. 

"In 12 weeks, Yesler did what it would take most mortal agencies to do to our website in 6 months.  What a rock solid, cleanly executing, passionate, personally committed team of smart people."

Kerry Desberg
Global Director, Marcom, Analyst and Public Relations
WatchGuard Technologies

Results

After three weeks of development, Phase I of the website launched on May 23, 2014. These improvements resulted in more user sessions, more user visits, more pageviews, an increase in average pages per session, a reduced bounce rate, and more first-time visitors to the website. In addition, the enhancements made to the Marketo implementation have allowed for much more accurate reporting, more holistic attribution, and an increased capacity to turn visitors into leads.

With the launch of nine localized microsites for Latin American and European audiences using Marketo Forms 2.0, WatchGuard is now capturing more leads internationally than ever before.