Sohonet
02
Sohonet
2022
Redesigning the digital acquisition journey for a media infrastructure company, turning fragmented campaigns into a structured growth system.
Client:
Sohonet
Date:
2022
Role:
01. The Problem
Despite increasing campaign spend, Sohonet's acquisition pipeline was stalling. Over 40% of marketing-qualified leads required manual reclassification by sales, and only 8% of MQLs ever progressed to a sales-qualified stage. Money was going in, but qualified opportunities weren't coming out.
The root cause wasn't the product or the campaigns. It was the journey between them. Prospects entered at different levels of awareness but hit the same generic experience regardless. There was no lifecycle logic, no qualification thresholds, and no structured path from interest to decision.
The existing experience relied on descriptive copy and stock imagery. Prospects had no visual proof of what the product actually did.
02. The Insight
Through workshops, stakeholder interviews, and a full content audit, I mapped the commercial journey across awareness, evaluation, and decision stages.
Two gaps stood out. Evaluation-stage content was almost entirely absent: no pricing breakdowns, no tech specs, no competitive comparisons. And Sohonet, a company that makes tools for people who work with video and imagery, wasn't showing its own product anywhere. For a creative audience, abstraction was creating hesitation where demonstration would have built confidence.
Mapping intent stages revealed evaluation-stage content was almost entirely absent, and product visibility was zero at the point prospects needed it most.
03. The Approach
I designed a lifecycle architecture that replaced manual qualification with behavioural signals. Prospects who viewed pricing, downloaded content, or requested demos were scored and progressed differently from early-stage visitors.
Retargeting was rebuilt around this framework. Communication adapted to engagement signals rather than broadcasting static sequences.
Behavioural signals replaced manual qualification, giving marketing and sales a shared, evidence-based definition of when a lead was ready to progress.
04. The Solution
I redesigned the key evaluation-stage surfaces. The pricing page clarified tiers and value. A competitor comparison page was introduced for the first time. And the landing experience was rebuilt around product-in-action, replacing stock imagery with real product screenshots.
These weren't isolated redesigns. Each surface served a defined lifecycle stage, with clear entry points from retargeting and exit paths toward conversion.
Product-in-context replaced generic imagery across all evaluation-stage surfaces. This was the single biggest gap the audit uncovered.
Tiers restructured around use-case rather than feature lists, aligned to the three buyer segments identified in research.
Entry point for behaviour-triggered campaigns. Content adapted based on lifecycle stage rather than static sequences.
05. Results
22% - Year-on-year revenue increase
£4M - Sales pipeline generated
22% - MQL progressed leads
Qualification became measurable. Marketing and sales aligned around structured progression rather than disconnected campaigns, and the numbers followed.