Put Personas & Journey Mapping to Work

The challenge: Centrify needed to develop a scalable demand generation architecture to improve SAL volume and move to an always-on, persona-based approach to nurture communications.

The solution: Tendo performed a thorough discovery process to understand Centrify’s vision, strategy, audiences, and capabilities. Discover set the stage for a plan that:

• Defined and developed target personas and insights
• Shifted messaging to customer-centric themes
• Evolved from a linear, one-to-many approach to a dynamic, always-on, journey-based email model

The challenge: Citrix needed its content to be less product-focused and more customer-focused.

The solution: Tendo developed a customer journey framework to address different personas and content goals across the journey. The framework included:

• Content audit
• Gap analysis
• New content types
• Persona-based journeys with influence and rationale

The challenge: Despite a complete redesign in 2017 and a high number of net-new visits per year ​(4.5 million), 86% of visitors to CA.com never returned.

The solution: In a three-phase approach, working with two other agencies, Tendo:

• Evaluated webpages and conducted a qualitative content audit.
• Mapped users’ digital journey and developed a digital content strategy framework, content architecture and content models, and information architecture.
• Brought the digital strategy to life with wireframes, new illustrations, and all-new SEO-optimized web copy.