General System

Ongoing partnership to support the mission of harnessing machine data, through design and paid media

Digital Marketing Strategies
Paid Media Strategy & Management
Websites, Web Applications & Apps
Creative & Design

Website Re-Architecture & Growth Strategy

General System is an international technology company of world-class data scientists, data engineers and software developers, on a mission to unleash the power of machina data.

General System approached SmallGiants in 2023 to help elevate their existing visual identity through the redesign and development of the company website, including visuals, videos and animations. Today, we continue to partner with the company on their marketing technology ecosystem, enabling test-and-learn paid media cycles and more effective integrations.

Outcomes

Highlights in numbers
Google LogoLinkedIn LogoBing Logo

CTR 15x

above the industry benchmark for display ads, and a 600% uplift from prior campaigns

3 Months

to halve the cost of CPC through automatisation.

3x lower CPC

Of search ads, compared the industry benchmarks

CTR 4x higher

than prior campaigns. Optimised over a period of 9 months.

73%

the advantage our best-performing campaigns achieved over the industry benchmark.

CTR 15x

Above the industry benchmark and a 600% uplift from prior campaigns

Lowest cost

per conversion and converted, opportunity, per channel.

Our approach

360º Comprehensive Audit

The team conducted a thorough review to identify challenges and prioritize improvement areas, which informed the recommendations to transform the current state.

Analyse

Situation analysis, including paid media accounts and Google Tag Manager mapping.

Design

Develop new approaches to consolidate into campaign planning and workflows.

Implement

Activate strategic solutions to optimize efficiency. Includes new account architecture, consolidated briefing and planning practices with a view to enhance efficiency and shorten SLAs.

Test & Refine

Launch campaigns within the new digital marketing ecosystem, regularly monitor and adapt.

Our approach

Strategic Overhaul of Operational  Protocols

This unique challenge emerged from Florence's intricate customer platform implementation. SmallGiants skillfully interrogated the system to create a roadmap for seamlessly connecting internal teams, data, and customers on a unified platform, allowing Florence to focus on scaling their business.

Discovery & Assessment

Understand existing systems, data flows, integrations and overall technology landscape.

Requirements Analysis

Identify the specific needs, challenges and desired outcomes aligned to the operational landscape.

Technical 
Evaluation

Assess the effectiveness of existing processes, data quality, API integration and other technical components.

Recommendation Development

Formulate strategic recommendations for a detailed roadmap towards  simplified and enhanced CRM processes.

Our approach

One size does not fit all

SmallGiants' seasoned CRM specialists successfully implemented  CPQ software and introduced a 'Recurring Revenue Tracker'  enhancing capabilities for renewals, upsells, and amendments.

Discovery Phase

Audit current systems’ setup to inform project scope

Architecture & optimisation

Design architecture and  repository solution

Implementation & testing

Agile implementation  through 
iterative development stages

Dashboards & reporting

Design dashboard and reporting capability for key marketing metrics

Test, go live & aftercare

Post-implementation client engagement

Our approach

Replatforming with marketing purposes in mind

SmallGiants' seasoned CRM specialists successfully implemented CPQ software and introduced a 'Recurring Revenue Tracker'  enhancing capabilities for renewals, upsells, and amendments.

Analyse

Architecture, content and marketing needs analysis to identify the best information architecture and tools.

Design

Information architecture for consolidated content, sitemap and Hubspot processes to support marketing objectives.

Implement

Build new website, migrate content and connect Hubspot integration.

Test & launch

In-depth testing of website functions and integrations to ensure a successful launch.
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Website re-architecture

SmallGiants replatformed then methodically extended the existing website on Webflow, to provide a marketing-first CMS, seamless integrations and content aimed at specific target audience segments. Through dynamic animations and interactivity, the site became a fitting representation of this deep technology company and an efficient hub of digital marketing.

Supporting materials

Cohesive and informative brand assets supported General System in their sales efforts, including event collateral and printed materials.

Paid Media

Thoughtful experimentation with formats, channels and creatives grew the sales pipeline and provided insightful information about most interested industries and job titles.

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LinkedIn logoBing Logo

70%

higher click-through-rate than the industry benchmark.

Marketing & sales automation

SmallGiants supported General Systems in building Hubspot into an important hub for email marketing and automation.

The full Hubspot set-up included account configuration, lead flow automation and assignment to personalise communciation based on a prospects interaction, campaigns, scoring, audience segmentation and personas, lists, forms, social account integration.

A detailed automation matrix aids the ongoing work as a source of truth for each automation, active list rule, and scoring logic purpose. 

01.

Research

Research prior ad campaign performance, market trends, audience mapping and competition.

02.

Develop

Develop ad campaign messaging and creatives.

03.

Iterate

Crafting and testing the right audiences, segmenting specific approaches, messaging and campaigns based on the market and personas.

04.

Explore

Exploring novel-to-brand ad formats, including document ads and message ads.

Paid Media Management

Our paid ad experts collaborate with Delinian brands to constantly optimise advertising efficiency and explore new avenues of growth matching the pace of shifting business objectives. Monthly reporting, analises and strategy realignment enables constant advances.

Creatve & Branding

Creative advertising concepts developed for the Insider Group brands to elevate the value proposition and present the contemporary look and feel of the recent rebrand 
and modernisation.

Consistency is key for any brand: our designers transformed the social media presence of all 5 brands to reflect continuity and attract followers with visually dependability.

See how far we've come

Before

After

“I don’t know how you do it but every member of the SG team is dedicated, super switched on so just wanted to say THANK YOU!"

Chief Marketing Officer

General System

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