Digital Marketing | Broughton Software: A Case Study
Ann’s Role: Digital Marketing Strategist & Project Manager through Create-ster
Broughton Software is a software development company specializing in providing innovative software solutions, enabling their clients to increase business efficiency.
Their flagship product, LabHQ LIMS, is a laboratory information management system that assists laboratory testing facilities, such as pharmaceutical companies and manufacturing companies with managing their test data to ensure FDA and MHRA regulatory compliance.
“I have worked with Ann and her team for the last 18 months. During which time, Broughton Software has commenced a significant commercial push on our main product – LabHQ LIMS. Ann’s knowledge in areas such as optimising website design, marketing automation and her flair for attractive design has been a major factor in the success we have experienced during that time. We are often juggling multiple projects but nothing is ever too much trouble. If we need a blog out on the same day the Create-ster team deliver it and get it posted on our site. If you are looking for a creative design partner that will deliver great work and hit deadlines, give Ann a call.” – Andy Mooney, Commercial Director at Broughton Software
In 2013, under the marketing proposal prepared by Ann Gonzales, Create-ster won the Request for Proposal (RFP) to work with the newly formed company Broughton Software.
The original scope was to brand Broughton Software and rebrand it’s flagship product, LabHQ LIMS, which was formerly under the umbrella of Broughton Laboratories, Broughton Software’s sister company.
Former LabHQ Logo
Current LabHQ Logo
In 2014, Broughton Software set it’s sights on redesigning the user interface for LabHQ LIMS which included its desktop application and its online application. Ann designed the initial, approved user interface design before passing it to the Create-ster graphic design team to replicate through the users journey. She continued to project manage the user interface rebrand through successful completion.
Inbound Marketing Methodology
2015 to 2018
In 2015, Broughton Software increased its marketing efforts by hiring Ann Gonzales, through Create-ster, as their Digital Marketing Strategist. Ann consulted Broughton Software to utilize HubSpot, a marketing automation system.
Upon doing so, Ann assisted with migrating Broughton Software’s website from WordPress to HubSpot’s platform. She also redesigned Broughton Software’s 2015 website and continued to project manage the development of the website into successful completion.
Finalizing the new Broughton Software website onto HubSpot’s platform, Ann worked with Broughton Software’s product development manager to create a 6-month to 12-month marketing campaign strategy that utilized inbound marketing methodologies and demand generation marketing techniques.
The strategies included:
- Identifying Buyer Personas
- Competitor Analysis
- Developing Marketing Funnels for the Buyers Journey
- Creating Landing pages with Lead Generation Content Offers
- Creating Lead Generation Content Offers such as: White papers, Infographics, SlideShares, Video Animations and Testimonials
- Writing Blog Articles with Keyword and other SEO Strategies
- Creating Social Media Campaigns and Posts
- Marketing Automations & Setting up If/Then Branch Logic Workflows
- Email Campaigns & eNewsletters
- Contact List Segmentation
- Setting up Paid Advertising Campaigns (Google AdWords, Social Ads)
- Building Marketing Dashboards & Reporting with Google and HubSpot
- SEO & Website Optimizations
- Building Exhibition Booths for Events and Conferences
Lead Generation Download Offers