WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2020 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Rightpoint, a Genpact company

For: Knauf Insulation North America

Award: Best Manufacturing Mobile Website

Click here to see entry creative

About the Entry

Knauf Insulation competes in a commoditized B2B market where most players still rely on traditional offline marketing and sales tactics. Knauf recognized the major opportunity that existed for a company willing to make a serious investment in digital. By jumping into the digital world, Knauf aimed for easy site discoverability, content accessibility, lead capture, and more efficient resource allocation. To do this, they partnered with the leading experience team at Rightpoint to transform outdated PDF content into searchable HTML pages with a strong focus on keywords to support SEO. The site architecture and content were completely overhauled to reflect a recent corporate rebrand and provide a highly customer-centric experience. Through creating a more direct path between prospects and relevant content Knauf was able to have a personalized approach to meet their specific needs, and the specific needs of their B2B customers. Using SEO best practices, they substantially decreased the number of clicks needed to access specific information. The team also focused a lot of time and effort on ensuring that the search functions — both discoverability of the site on search engines and the internal search capabilities—were comprehensive and effective. They also integrated a “Where to Buy” locator map for consumers and a form capture to collect prospect data as part of lunch-and-learn event campaigns. This all resulted in tangible business outcomes like new leads, more efficient authoring experiences and reduced reliance on tech resources. See more here: https://vimeo.com/428510777/01277331f0

 

Award Credits

Contributors:

Experience Design Lead, Rightpoint:	Leena Ansari
Senior Project Manager, Rightpoint:	Liz Higgins
Associate Content Director, Rightpoint:	Amy Trang
Senior Copywriter, Rightpoint:	Jessica Farac
Senior Solutions Architect, Rightpoint:	Sean Sartell
Lead Developer, Rightpoint:	Nick Groos
VP of Marketing, Knauf Insulation:	Linda McGovern
Director, Commercial Excellence & Digital Marketing, Knauf Insulation:	Lisa Collins
Manager, Digital Experience Marketing, Knauf Insulation:	Ryan Britt
Project Manager, Knauf Insulation:	Kelly Burnham