Case study · Professional services
Deloitte Australia: a smaller website, more engagement
Three years running digital marketing and CRM for one of Australia’s largest professional services firms, with a team of 30 in Sydney and Hyderabad.
Situation
The firm’s 1500-page website was due to move to Adobe CQ5. Digital also owned CRM, marketing automation (Marketo), analytics, paid advertising and social channels, and needed to show what client engagement it was producing.
Decision
Stop carrying content across by default. Set a content strategy and change process with the business before a page moved, then rebuild client acquisition and CRM around measurable engagement.
- Led the 1500-page migration and the change process with partners
- Owned the acquisition strategy and ASX 200 engagement strategies
- Built client analytics and sales support for account teams and lead partners
- Built and won the business case for moving CRM to Salesforce
Result
Source: my role at Deloitte Australia, 2013–2016.
Limits
The content cut and the new platform arrived together, so their effects cannot be separated. Engagement measures were the firm’s own at the time, and the 60x lift started from a base that was not published.
Services
More case studies
TSA Riley: a rebrand during rapid growth
Almost 4x growth to 1000 people in four years
Led the 30-person global marketing, bids and business development function through the move from TSA Management to TSA Riley.
Neto: positioning built on the client’s own data
Cost per acquisition down 50%
Positioned an Australian eCommerce platform with benchmarks from its own anonymised data, then built content and acquisition around it.
A super fund: retention worth $30M
$30M in savings from a retention process
Designed a member response to the Protect Your Super legislation and a customer-centric retention process.
Bring your last quarter’s numbers.
We’ll work out what’s earning its keep, what’s stuck and what to stop funding.