As the fifth largest account­ing firm in the U.S., McGladrey views its web­site as an impor­tant por­tal to build rela­tion­ships with cur­rent and poten­tial clients through reg­u­larly pub­lished thought lead­er­ship con­tent. Given the website’s impor­tance in build­ing brand aware­ness and sup­port­ing lead gen­er­a­tion, the company’s dig­i­tal media team wanted more con­trol over crit­i­cal online web ana­lyt­ics and opti­miza­tion strate­gies. To help reach its goals, McGladrey stan­dard­ized on Adobe Mar­ket­ing Cloud.

When we decided to switch to in-house web analy­sis, we con­sid­ered sev­eral prod­ucts,” said Ken Fos­ter, direc­tor of dig­i­tal media at McGladrey. “In the end, we chose Adobe Site­Cat­a­lyst because it offers much more flex­i­bil­ity and power while gen­er­at­ing more use­ful, detailed reports.”

In-depth data ana­lyt­ics in Adobe Site­Cat­a­lyst enables mar­ket­ing teams to deter­mine which pages are the most pop­u­lar and deliver more con­tent that site vis­i­tors find use­ful. At the same time, Adobe Search&Promote gives McGladrey more con­trol over the search expe­ri­ence to spot­light and guide vis­i­tors to the most rel­e­vant infor­ma­tion. In addi­tion, enhanced con­tent man­age­ment in Adobe CQ empow­ers non-technical staff to cre­ate pages and pub­lish thought con­tent while giv­ing the pages a high-quality, branded look.

Adobe Mar­ket­ing Cloud trans­forms the impact and reach of our dig­i­tal con­tent. With solid met­rics to help us opti­mize dig­i­tal expe­ri­ences, we can gen­er­ate more leads and reach more peo­ple with our thought lead­er­ship con­tent,” says Foster.

To learn more about how McGladrey is using Adobe Mar­ket­ing Cloud, read the full story here.

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