The Challenge
RTI hired a new internal marketing employee and graphic designer in anticipation of a soft rebrand and future growth. They were shifting toward new, upmarket customers with a higher monthly revenue, and needed an elevated web presence and marketing strategy to match. They had already done some internal work creating a new brand identity: now they needed to take it live.
For years, BizzyWeb filled the role of an entire external marketing team for RTI. With the onboarding of an internal marketing manager, not only did RTI want a shift in strategy; they also needed a new approach to support their new internal marketing team seamlessly.
Client Priorities
Identify and define new ideal customer profiles to create effective strategies for attracting high-end leads
- Rebrand website with a new design to match the new brand identity and effectively reach a new audience
- Offload work from their internal marketing team, and have a support network for future additional digital marketing efforts
The Plan
We conducted extensive research to identify new audience segments and develop personas: how would these prospects engage with the website? Where are they spending their time online? Are they offloading research to other team members that we should target as well? After a thorough deep dive, we sat down with the RTI team to clearly define our new target audience.
We took the branding work RTI had done to inform the new design for the website. We combined new brand guidelines, customer research and data-driven analysis to create a plan for the new website - which wasn’t just a visual overhaul, but also a completely new page hierarchy and content structure.
We used our customer research to develop an overarching marketing strategy with specific tactics. We then sat down with the internal marketing manager to discuss the overall strategy. What efforts would RTI take charge of? How would BizzyWeb support these efforts? What monthly tactics would BizzyWeb manage? We wanted a clear strategy that would provide value to RTI’s marketing team.
The Results
5%
sustained PPC click-through rate
68%
increase in website sessions
137%
increase in form fills
By defining a new audience, we were able to craft messaging and marketing materials that spoke directly to new targets. The result was an increase in the number of qualified leads each month, and an overall increase in associated revenue from leads who closed into deals.
This effort was heavily supported by their new website. The new site doesn’t just look good - it was intelligently built to supercharge lead generation for these upmarket audiences. We tailored the site experience to every step of the buyer’s journey, making it intuitive to go from visitor to lead. The revamped site also saw a notable improvement in SEO and search intent optimization. Targeted content written with contextual searches and AI use in mind increased RTI’s presence for their target audience.
We worked seamlessly with the internal RTI marketing manager to ensure consistency and efficacy in all RTI marketing efforts. BizzyWeb provided both strategic direction and tactical support for two key objectives: simplifying the marketing manager’s day-to-day tasks and attracting qualified traffic.
By combining BizzyWeb’s expertise with RTI’s internal vision, the team created a marketing engine built for long-term, upmarket success.
“We needed a partner we could trust to manage everything—from digital marketing to SEO and content creation. BizzyWeb stood out as a team that not only had the expertise but also truly cared about our success. As a one-woman marketing team, their support has been invaluable. Whether launching a new campaign or managing a full website rebuild, BizzyWeb makes the process manageable by offering clear explanations, thoughtful recommendations, and patience—especially important for a company like ours that’s still relatively new to the world of marketing. Their communication is consistent and collaborative, which helps everything run smoothly."
