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Submission: On July 12 via api from US — Scanned from DE
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ONLY EXCEPTIONAL CONTENT WINS
The era of easy eyeballs is over. To break through and connect with your
customers, turn to the content agency that helps world-class B2Bs achieve their
toughest business goals.
Talk to Tendo
Tendo has acquired PointOne Digital, a UX design agency. WHY WE’RE THRILLED.
ONLY EXCEPTIONAL CONTENT WINS
The era of easy eyeballs is over. To break through and connect with your
customers, turn to the content agency that helps world-class B2Bs achieve their
toughest business goals.
Talk to Tendo
Tendo has acquired PointOne Digital, a UX design agency. WHY WE’RE THRILLED.
Tendo has acquired PointOne Digital, a user experience design agency. WHY WE’RE
THRILLED.
HI, WE’RE TENDO. WE PLAN, CREATE, AND OPTIMIZE DIGITAL CONTENT EXPERIENCES. AND
WE KNOW HOW TO GET RESULTS.
$0M
PIPELINE GENERATED
HP, printer playbook campaign
0%
CLICK-THRU-RATE INCREASE
Cisco.com, UX and digital strategy redesign
0K
NET-NEW OPT-INS
Informatica, Potential @Work content program
Learn more about our unique approach:ABOUT TENDO
CONTENT SERVICES THAT DRIVE B2B MARKETING SUCCESS
Learn more about our satisfied customers:VIEW ALL SERVICES
Content Strategy & Planning Services
Content Creation Services
Content Marketing Services
User Experience Services
Content Operations Services
Content Performance Services
Learn more about our satisfied customers:VIEW ALL SERVICES
CASE STUDIES GALORE: SEE OUR CONTENT EXPERIENCES IN ACTION
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
personalized content for more conversions…
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco.
ADVANCED CONTENT AUDIT, SCORING, AND GAP ANALYSIS AT CROWE
Tendo assessed Crowe’s thought leadership content to reveal strengths and new
opportunities to engage key…
UX CONTENT STRATEGY FOR AUTODESK EDUCATION
Tendo refined a complex sign-up process to maintain a positive and purposeful
content experience for…
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
personalized content for more conversions…
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco.
ADVANCED CONTENT AUDIT, SCORING, AND GAP ANALYSIS AT CROWE
Tendo assessed Crowe’s thought leadership content to reveal strengths and new
opportunities to engage key…
UX CONTENT STRATEGY FOR AUTODESK EDUCATION
Tendo refined a complex sign-up process to maintain a positive and purposeful
content experience for…
Learn more about our satisfied customers:VIEW SUCCESS STORIES
WE WORK HARD TO KEEP THE COMPLIMENTS COMING
“Tendo has helped us tackle some of our thorniest problems.”
Jeanne Quinn
Digital Marketing Director
“I’m most impressed with Tendo’s breadth and depth of knowledge.”
Arthur Patterson
Director, Global Taxonomy
“We had a high-performance expectation, and we got a high-performance result.”
Joel Conover
Senior Director
View our client’s reviews and rating details:TENDO on clutch.co
FRESH THINKING. VISIONARY VOICES
Podcast
SHOULD MARKETERS FEAR AI? | THE B2B CONTENT EXPERIENCE PODCAST
In the second part of our AI segment, we discuss why Tendo isn’t afraid of…
Podcast
SHOULD MARKETERS FEAR AI? | THE B2B CONTENT EXPERIENCE PODCAST
In the second part of our AI segment, we discuss why Tendo isn’t afraid of…
Blog Post
THE KEY TO BUILDING TRUST? CREATE AUTHENTIC CONTENT
In today’s world of AI, bots, deepfakes, and fake news, your B2B buyers are
craving…
Blog Post
THE KEY TO BUILDING TRUST? CREATE AUTHENTIC CONTENT
In today’s world of AI, bots, deepfakes, and fake news, your B2B buyers are
craving…
Podcast
UNLOCKING AI’S POTENTIAL FOR B2B MARKETERS PT. 1 | THE B2B CONTENT EXPERIENCE
PODCAST
Let’s talk AI. What does it mean to B2B marketers? How does it affect SEO…
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UNLOCKING AI’S POTENTIAL FOR B2B MARKETERS PT. 1 | THE B2B CONTENT EXPERIENCE
PODCAST
Let’s talk AI. What does it mean to B2B marketers? How does it affect SEO…
Blog Post
10 AI CONTENT USE CASES FROM BEGINNER TO ADVANCED
It seems like every week, there’s something new to learn about AI. It’s tempting
to…
Blog Post
10 AI CONTENT USE CASES FROM BEGINNER TO ADVANCED
It seems like every week, there’s something new to learn about AI. It’s tempting
to…
Podcast
UX AND CONTENT: THE ULTIMATE RECIPE FOR A GREAT EXPERIENCE | THE B2B CONTENT
EXPERIENCE PODCAST
You’ve heard of content and you’ve heard of UX/UI, but what about a marriage of…
Podcast
UX AND CONTENT: THE ULTIMATE RECIPE FOR A GREAT EXPERIENCE | THE B2B CONTENT
EXPERIENCE PODCAST
You’ve heard of content and you’ve heard of UX/UI, but what about a marriage of…
Blog Post
WHERE SHOULD YOU PLACE YOUR SEO TEAM FOR BEST RESULTS?
As search engine optimization continues to evolve, its goals and functions merge
with other disciplines,…
Blog Post
WHERE SHOULD YOU PLACE YOUR SEO TEAM FOR BEST RESULTS?
As search engine optimization continues to evolve, its goals and functions merge
with other disciplines,…
Blog Post
HOW GOOGLE ANALYTICS 4 (GA4) RETHINKS USER ENGAGEMENT
If you’ve been keeping an eye on the world of web analytics, the buzz
surrounding…
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HOW GOOGLE ANALYTICS 4 (GA4) RETHINKS USER ENGAGEMENT
If you’ve been keeping an eye on the world of web analytics, the buzz
surrounding…
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WHY YOU NEED AN AI CONTENT PLAYBOOK
When it comes to your AI content strategy, are you missing out on ROI? It…
Blog Post
WHY YOU NEED AN AI CONTENT PLAYBOOK
When it comes to your AI content strategy, are you missing out on ROI? It…
Explore our latest thought leadership and content resources:DIVE IN
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REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax’s website to reflect the company’s
growth and to make its complex product hierarchy more accessible.
Tendo re-imagined and re-organized Kofax’s website to reflect the company’s
growth and to make its complex product hierarchy more accessible.
The challenge: Kofax, a pioneer in intelligent automation, had a complex product
lineup and a website that did not capture its evolving brand story. Kofax needed
a partner to restructure its digital presence, create an improved user
experience, and simplify access to its diverse array of services.
The solution: Tendo developed a new, multi-level website navigation framework,
30+ website modules, and a website design system to be implemented in the
Sitecore CMS. The site garnered acclaim at the 2021 W3 Awards.
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REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco.
Home / Case Studies
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco.
CHALLENGES
* Existing site was outdated and overloaded
* Stakeholders lacked goals for the site and insight into the customer journey
RESULTS
* 15% increase in unique visitors
* 13% increase in task completion
* 68% increase in click-through rate
TENDO SERVICES PROVIDED
* Top task and user needs analysis
* Competitive and best practices review
* Content architecture, content models, and content specifications
ABOUT CISCO
CISCO SELLS HARDWARE, SOFTWARE, AND SERVICE OFFERINGS THAT MAKE NETWORKS
POSSIBLE.
It offers products and solutions in routing, switching, home networking
security, storage area networking, and more.
Cisco needed to ensure users could quickly and easily find information on
cisco.com. Goals included an increase in overall traffic to the site, doubling
visitor engagement with content, boosting lead generation, and decreasing costs
and resources needed to maintain the site.
CISCO
SAN FRANCISCO, CA
NETWORKING AND SECURITY
79,500 EMPLOYEES
THE CHALLENGE
THE EXISTING SITE WAS OUTDATED AND OVERLOADED, AND MOST STAKEHOLDERS DIDN’T HAVE
A STATED PURPOSE OR GOAL FOR THE SITE.
Pages were glorified data sheets and the site was seen as a nice-to-have rather
than a powerful tool to fulfill business needs. The project became a forcing
function to uncover friction points in how products were sold—and the journey
customers took to get there.
THE SOLUTION
TENDO TOOK THE FOLLOWING APPROACH TO IMPROVE THE SITE’S INFORMATION ARCHITECTURE
AND KEY WEBPAGES:
* Conducted in-depth research and architected a content framework that could
easily be expanded and maintained across the entire site
* Carried out a current state analysis, as well as competitive and
best-in-class reviews
* Interviewed key stakeholders and target audience members
* Developed a content architecture and replicable, scalable content models—that
included organization, prioritization, and copy specs—across key page types
THE RESULTS
15%
Increase in unique visitors
13%
Increase in task completion
68%
Increase in click-through rate
After the redesign, Cisco.com saw a 15% increase in unique visitors, a 13%
increase in task completion, a 68% increase in click-through rate, and a 32%
increase in “contact us” clicks. After metrics validated the work, Cisco built a
design system of plug-and-play components based on our content framework and
scaled it across all business units.
VIEW MORE USER EXPERIENCE SUCCESS STORIES
REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
grow...
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
persona...
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a
taxonomy,...
REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
grow...
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
persona...
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a
taxonomy,...
Explore all our case studies:VIEW WORK
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CONTENT MIGRATION & ACQUISITION SUPPORT FOR KEYSIGHT TECHNOLOGIES
Tendo seamlessly integrated content from acquired companies to fit the Keysight
Technologies story.
Home / Case Studies
CONTENT MIGRATION & ACQUISITION SUPPORT FOR KEYSIGHT
Tendo seamlessly integrated content from acquired companies to fit the Keysight
Technologies story.
CHALLENGES
* Vastly different branding between Keysight and acquired companies
* Lack of strategy for mapping and incorporating acquired content
* Duplicate content across Keysight and acquired companies
RESULTS
* Fully integrated webpages and assets from acquired companies
* New page migration checklist for ongoing acquisition support
* AEM author guide for long-term content management
TENDO SERVICES PROVIDED
* Content audit and IA recommendations
* Content migration and asset rebranding
* AEM authoring and production
ABOUT KEYSIGHT
KEYSIGHT IS A MEASUREMENT EQUIPMENT AND SOFTWARE COMPANY THAT SUPPORTS A RANGE
OF INDUSTRIES, FROM FINANCE AND AUTOMOTIVE TO HEALTHCARE.
Its thousands of products and services include network taps, bypass switches,
and wireless network emulators. By providing access to and insights about the
latest technologies, Keysight helps customers accelerate innovation, while
keeping the world connected and secure.
KEYSIGHT TECHNOLOGIES
SANTA ROSA, CA
ELECTRONICS
15,000 EMPLOYEES
THE CHALLENGE
IN RECENT YEARS, KEYSIGHT HAS MADE SEVERAL ACQUISITIONS.
Acquired companies include Ixia, Scalable Networks, Nordsys, Eggplant, and
Cliosoft. Each newly acquired company comes with its own content, which has to
be adapted to the Keysight story and website.
Complicating the process, Keysight and its acquisitions often have duplicate
content and distinct branding. Keysight needed a partner to support integration
efforts, meet tight timelines, and preserve the content’s value.
THE SOLUTION
TENDO SERVES AS KEYSIGHT’S GO-TO INTEGRATION PARTNER FOR ACQUISITIONS.
We typically audit existing URLs and assets to determine which content to
migrate. We then recommend a unified IA and map content to Adobe Experience
Manager (AEM) templates. For new pages, we complete stakeholder intake,
editorial QA, and content updates.
We also rebrand assets and migrate them to AEM, applying proper tags and
metadata. At each stage, Tendo manages stakeholder review and tracks progress
with dashboards.
THE RESULTS
1,442
Pages migrated from Ixia alone
226
Videos migrated in just one project
20-50%
Reduction in pages after audit
All pages and assets from acquired companies are fully integrated into AEM under
unified branding, presenting each acquisition as a seamless part of Keysight.
As Keysight’s content management partner for five years, Tendo uses our
expertise to create Keysight-specific editorial guidance. Our new page/content
migration checklist and AEM author guide help simplify long-term management
processes.
VIEW MORE CONTENT OPERATIONS SUCCESS STORIES
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a
taxonomy,...
INFORMATICA THOUGHT LEADERSHIP PROGRAM
Tendo created a large-scale thought leadership program for Informatica that
resu...
AUTODESK SMP PROVIDER PROFILES
Tendo helped Autodesk increase provider inquiries 43 percent by improving the
ef...
DEFINING DIGITAL CONTENT STRATEGY AT SALESFORCE
Tendo helped Salesforce define how content strategy contributes to the success
o...
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a
taxonomy,...
INFORMATICA THOUGHT LEADERSHIP PROGRAM
Tendo created a large-scale thought leadership program for Informatica that
resu...
AUTODESK SMP PROVIDER PROFILES
Tendo helped Autodesk increase provider inquiries 43 percent by improving the
ef...
DEFINING DIGITAL CONTENT STRATEGY AT SALESFORCE
Tendo helped Salesforce define how content strategy contributes to the success
o...
Explore all our case studies:VIEW WORK
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ADVANCED CONTENT AUDIT, SCORING, AND GAP ANALYSIS AT CROWE
Tendo assessed Crowe’s thought leadership content to reveal strengths and new
opportunities to engage key audiences.
Home / Case Studies
ADVANCED CONTENT AUDIT, SCORING & GAP ANALYSIS AT CROWE
Tendo assessed Crowe’s thought leadership content to reveal strengths and new
opportunities to engage key audiences
CHALLENGES
* Aggressive revenue goals require expanded outreach to key audiences.
* Crowe needed to increase overall engagement with thought leadership content.
* Crowe sought deeper insights on content performance, gaps, and opportunities.
RESULTS
* 287 Crowe URLs and 237 competitor URLs assessed and scored
* 33 content gaps identified, by audience, topic, and content type
* 84 focused content recommendations delivered
TENDO SERVICES PROVIDED
* Content audit and content scorecard
* Content strategy recommendations
ABOUT CROWE LLP
CROWE LLP IS A PUBLIC ACCOUNTING, CONSULTING, AND TECHNOLOGY FIRM WITH
OFFICES ACROSS THE UNITED STATES AND AROUND THE WORLD.
Ranked as a top 10 U.S. public accounting firm, Crowe serves thousands of
public- and private-sector clients across major industries, from banking and
healthcare to manufacturing. Crowe supports clients with audit, accounting, and
advisory services, tax planning services, business and technology consulting,
and many other services.
CROWE LLP
CHICAGO, IL
PUBLIC ACCOUNTING AND CONSULTING SERVICES
4,300 U.S. EMPLOYEES
THE CHALLENGE
LIKE OTHER TOP PUBLIC ACCOUNTING FIRMS, CROWE PRIORITIZES HIGH-QUALITY THOUGHT
LEADERSHIP CONTENT TO ENGAGE AND EDUCATE ITS AUDIENCES.
In 2022, the firm recognized the need for a content strategy refresh. To meet
aggressive revenue goals for its Audit, Tax, and Digital Transformation business
units, Crowe needed to increase brand awareness. But before it embarked on
creating new content and campaigns, Crowe wisely sought to audit its existing
content—to determine its strengths, gaps, and alignment with business
priorities.
THE SOLUTION
TENDO RECOMMENDED A CONTENT AUDIT USING OUR PROPRIETARY CONTENT SCORECARD
METHODOLOGY.
Our content strategists evaluated hundreds of articles, blog posts, reports,
guidebooks, and videos from both Crowe and its key competitors. We scored
content via quantitative factors (pageviews, bounce rate, SEO page authority,
etc.) and qualitative criteria (content consistency, effectiveness,
discoverability, etc.). The qualitative assessment also captured key attributes
such as target audience, content type, journey stage, topic, industry, and so
forth.
THE RESULTS
524
Crowe and competitor URLs reviewed
33
Content gaps discovered
84
Content recommendations shared
This comprehensive approach revealed a wealth of actionable insights on content
quality and performance. For example, Crowe content scored high on brand
consistency and effectiveness. But the scorecard revealed numerous content gaps
and opportunities, such as the need for a greater diversity of content types and
topics, as well as more content focused on certain audiences. Based on these
findings, Tendo developed dozens of content recommendations that laid the
groundwork for Crowe’s 2022 content strategy roadmap.
VIEW MORE CONTENT PERFORMANCE SUCCESS STORIES
TAKING AN AGILE APPROACH WITH AI SEARCH
Tendo helped our client, an enterprise software provider, pivot their SEO
strate...
FORTINET SOLUTION PAGE ENHANCEMENT
Tendo provided guidance to improve the on-page content experience for
Fortinet�...
IRRIGATION ASSOCIATION STRATEGY AND MEASUREMENT PLAN
Tendo optimized the Irrigation Association’s digital marketing presence to
bet...
EVOLVING THE SALESFORCE DIGITAL CONTENT EXPERIENCE
Tendo audited and scored Salesforce’s digital content and made
recommendations...
TAKING AN AGILE APPROACH WITH AI SEARCH
Tendo helped our client, an enterprise software provider, pivot their SEO
strate...
FORTINET SOLUTION PAGE ENHANCEMENT
Tendo provided guidance to improve the on-page content experience for
Fortinet�...
IRRIGATION ASSOCIATION STRATEGY AND MEASUREMENT PLAN
Tendo optimized the Irrigation Association’s digital marketing presence to
bet...
EVOLVING THE SALESFORCE DIGITAL CONTENT EXPERIENCE
Tendo audited and scored Salesforce’s digital content and made
recommendations...
Learn more about our satisfied customers:VIEW WORK
Click Me
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
personalized content for more conversions and increased loyalty.
Home / Case Studies
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
personalized content for more conversions and increased loyalty.
CHALLENGES
* Different taxonomies being managed in multiple systems
* Inconsistent use of tags
* No consolidated, enterprise-wide taxonomy or governance roadmap
RESULTS
* An organized and consistent taxonomy
* Governance framework for long-term management
* 750 assets consistently tagged and ready to be surfaced
TENDO SERVICES PROVIDED
* Taxonomy audit
* Personalization rules and requirements
* Content tagging roadmap
ABOUT SALESFORCE
SALESFORCE MAKES CRM SOFTWARE THAT EMPOWERS COMPANIES OF EVERY SIZE AND
INDUSTRY.
It gives them a complete 360° view of their customers everywhere they interact
with the company, enabling a better customer experience.
Salesforce wanted to facilitate personalized content delivery on its website for
richer user experiences and deeper customer relationships—but they needed a
solid back-end taxonomy and a tagging strategy to serve up the right content.
SALESFORCE
SAN FRANCISCO, CA
ENTERPRISE CRM SOFTWARE
78,000 EMPLOYEES
THE CHALLENGE
SEVERAL DIFFERENT TAXONOMIES WERE BEING MANAGED IN MULTIPLE SYSTEMS.
Primary tags had been created in Adobe Experience Manager but had only been
applied to some content and were largely used for filtering. The digital content
strategy team needed a consolidated, enterprise-wide, user-friendly taxonomy
with a clear roadmap for long-term management and governance. This would allow
for consistent tagging, which is essential for effective personalization.
THE SOLUTION
TENDO TOOK THE FOLLOWING APPROACH TO FACILITATING CONTENT PERSONALIZATION:
* Researched end-user priorities and validated current taxonomy structure with
stakeholders
* Audited existing taxonomy structures and their use
* Defined pilot personalization use cases and rules and prioritized content
attributes
* Reviewed and recommended taxonomy management tools
* Mapped workflows and developed taxonomy governance framework
* Recommended reorganization of namespaces and categories
THE RESULTS
“Tendo corrected course for us and showed us that while we had the proper tags,
many were organized incorrectly. We now have more than 750 assets consistently
tagged and ready to be surfaced across our website using simple business rules.
Tendo also helped establish best practices for tagging, which allows various
parties to tag content similarly.”
–Arthur Patterson, Content Strategy Manager, Salesforce
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REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
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REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco....
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a
taxonomy,...
REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
grow...
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco....
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
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Tendo optimized digital content for financial advisors by developing a
taxonomy,...
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TAKING AN AGILE APPROACH WITH AI SEARCH
Tendo helped our client, an enterprise software provider, pivot their SEO
strategy to adapt to an evolving AI-influenced search landscape.
The challenge: Our client, a B2B enterprise business, had a robust body of
product documentation that had experienced a decline in organic search traffic.
The client asked Tendo to assess their site’s current organic search performance
and ascertain how content is being found in an evolving AI-influenced SERP
landscape and how this would impact traffic in the future.
The solution: Tendo explored changes in AI-powered search and user search
behaviors to inform the client’s future documentation search and content
strategy. Tasks included:
* Current state analysis
* First-person user research
* Third-party research on AI search trends
* SEO keyword audit
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DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Ecolab that helped sales reps leverage data and better execute sales.
Home / Case Studies
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Ecolab that helped sales reps leverage data and better execute sales.
CHALLENGES
* Enhance distribution partner support
* Develop co-branded marketing sites
* Implement advanced sales tools
RESULTS
* Improved sales enablement for distribution partners
* Revamped co-branded product-based websites
* Enhanced digital strategy for increased sales
TENDO SERVICES PROVIDED
* Digital strategy development
* User experience and visual design
* Sitecore development
ABOUT ECOLAB
ECOLAB IS A GLOBAL SUSTAINABILITY LEADER OFFERING WATER, HYGIENE AND INFECTION
PREVENTION SOLUTIONS AND SERVICES THAT PROTECT PEOPLE AND THE RESOURCES VITAL TO
LIFE.
Customers in more than 40 industries choose Ecolab’s comprehensive science-based
solutions, data-driven insights and world-class service to advance food safety,
maintain clean and safe environments, and optimize water and energy use.
ECOLAB
ST. PAUL, MN
ENVIRONMENTAL SERVICES
47,000 EMPLOYEES
THE CHALLENGE
ECOLAB WANTED TO INCREASE DIGITAL SALES AND STRENGTHEN CRITICAL RELATIONSHIPS
WITH ITS BROADLINE FOOD DISTRIBUTORS—SUCH AS SYSCO AND US FOODS—AND THEIR
CO-BRANDED PRODUCTS.
To meet this challenge, Ecolab needed to strengthen the public face of the
co-brands, and to give distributor sales teams better digital tools and
resources.
THE SOLUTION
TENDO REIMAGINED AND REBUILT A SET OF SIX CO-BRANDED PRODUCT-BASED SITES, EACH
WITH THEIR OWN LOGGED-IN SET OF TOOLS AND RESOURCES.
We developed a detailed multi-year digital strategy plan for how to drive
increased sales for Ecolab, and we relaunched six websites that pull data from
multiple product catalogs; these sites integrated multiple SSO sources tied with
a complex permissioning and personalization structure all implemented on the
Sitecore.
THE RESULTS
The new sales tools leveraged sales and customer data to help the distributor
sales rep better target and execute sales of the co-branded products. The new
public-facing websites drove sales leads and customer inquiries as well.
These co-branded websites included the following:
* CleanwithKeystone.com
* MonogramCleanForce.com
* CleanwithGuestSupply.com
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ADOBE MARKETING CLOUD EDITORIAL STRATEGY
Tendo developed a strategic content marketing approach to help Adobe increase
relevance, scale, and compete.
Home / Case Studies
ADOBE MARKETING CLOUD EDITORIAL STRATEGY
Tendo developed a strategic content marketing approach to help Adobe increase
relevance, scale, and compete.
CHALLENGES
* Inconsistency in content quality, volume, and relevance
* Lack of clear content development process
* Restrictive content gating policy
RESULTS
* Creation of diverse, relevant content supporting the buyer’s journey
* A scalable model to develop industry-specific content
* Greater prominence and accessibility of content on Adobe.com
TENDO SERVICES PROVIDED
* Content audits, content calendar creation, content type development
* Customer journey mapping
* Demand strategy
* Editorial organization consulting and editorial strategy
ABOUT ADOBE
ADOBE’S MARKETING CLOUD IS AN INTEGRATED, DIGITAL SOLUTION, ENABLING MARKETERS
TO OPTIMIZE CAMPAIGNS AND DIGITAL EXPERIENCES.
To excel in this fiercely competitive category, Adobe needed to evolve its
approach to its Marketing Cloud content. Inconsistent quality and volume, with
too broad a focus, or limited to specific products, hindered an in-depth
exploration of industry concerns and called into question Adobe’s commitment to
key industries and trends.
ADOBE
SAN JOSE, CA
SOFTWARE DEVELOPMENT
25,988 EMPLOYEES
THE CHALLENGE
AS THE TENDO TEAM IMMERSED IN ADOBE AND ITS CONTENT, WE DISCOVERED OPPORTUNITIES
FOR IMPROVEMENT:
Some Adobe marketers excelled at content, others floundered without support; a
lack of clear process; a content mix skewed towards one asset type; and a
restrictive gating strategy, among others. In short, while Adobe was doing many
things right, to get to the next level, it needed a plan with a capital P.
THE SOLUTION
TENDO’S APPROACH INCLUDED CRAFTING THE FOLLOWING:
* A content marketing strategy—a blueprint for creating diverse, relevant,
industry-specific content across the buyer’s journey
* A scalable approach for content planning, themes, types, distribution, and
measurement
* A content development process with insourced, outsourced, and hybrid options
* An editorial strategy that aligned and intersected business trends with
industry-specific challenges
THE RESULTS
Adobe now produces a more compelling mix of videos, case studies, and
first-person perspectives from Adobe experts, addressing specific industries and
business trends with increased accessibility on Adobe.com. By evolving its
approach, Adobe was able to sharpen how it markets to marketers, meeting the
needs of a highly sophisticated audience, in a category that gets more
competitive every day.
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CALTECH MARCOM COMMUNICATIONS PLAN
Tendo developed an integrated communications plan that represented the
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IRRIGATION ASSOCIATION STRATEGY AND MEASUREMENT PLAN
Tendo optimized the Irrigation Association’s digital marketing presence to
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CISCO MESSAGING FOR SERVICE PROVIDER EXECUTIVES
Tendo created effective, audience-focused messaging that articulated Cisco’s
v...
CALTECH MARCOM COMMUNICATIONS PLAN
Tendo developed an integrated communications plan that represented the
instituti...
CENTRIFY DEMAND GENERATION ARCHITECTURE
Tendo developed a scalable plan to increase Centrify’s lead volume for
persona...
IRRIGATION ASSOCIATION STRATEGY AND MEASUREMENT PLAN
Tendo optimized the Irrigation Association’s digital marketing presence to
bet...
CISCO MESSAGING FOR SERVICE PROVIDER EXECUTIVES
Tendo created effective, audience-focused messaging that articulated Cisco’s
v...
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GENERATING LEADS FOR BLACKBOARD WITH AN INTERACTIVE ASSESSMENT
Tendo created a high-value assessment and ecosystem of content to help educate
Blackboard’s audience and convert leads.
Home / Case Studies
GENERATING LEADS FOR BLACKBOARD WITH AN INTERACTIVE ASSESSMENT
Tendo created a high-value assessment and ecosystem of content to help educate
Blackboard’s audience and convert leads.
CHALLENGES
* Lack of brand awareness in the professional arena
* Disengaged buyer audience with lack of quality leads
* Many potential customers already had similar systems in place
RESULTS
* Created an integrated campaign anchored by a gated interactive eBook
* Developed a 20-question assessment with personalized recommendations
* Exceeded client expectation, generating more than 400 leads in a month
TENDO SERVICES PROVIDED
* Demand creative and strategy
* Campaign planning with content creation
* Development of emails, offers, and social assets
ABOUT BLACKBOARD
BLACKBOARD (NOW PART OF ANTHOLOGY) IS A CATEGORY LEADER IN LEARNING MANAGEMENT
SYSTEMS (LSM) FOR EDUCATIONAL MARKETS.
Despite the ability of Blackboard’s learning environment to educate and train
employees online, Blackboard was not well-known in the professional arena. While
it sells solutions to corporations and government agencies, many already had a
solution in place.
BLACKBOARD
BOCA RATON, FL
EDUCATIONAL TECHNOLOGY
3,600 EMPLOYEES
THE CHALLENGE
BLACKBOARD’S PROFESSIONAL EDUCATION MARKETING TEAM NEEDED TO DRIVE LEADS.
But Blackboard’s lack of awareness in the category put it at a distinct
disadvantage. They first needed to engage the audience in a meaningful way, and
tell the Blackboard story. How could Blackboard break through the clutter to
build a compelling case and demonstrate its value to the industry? We started,
as we always do, by examining the buyer.
THE SOLUTION
TENDO CONDUCTED INTERVIEWS WITH CUSTOMERS AND SUBJECT MATTER EXPERTS TO GATHER
INSIGHTS AND DEVELOP A STRATEGY:
By assessing the potential benefits of what a world-class learning management
system could provide, buyers would be curious to discover how they might best
achieve them. The result was an integrated campaign, anchored by a gated
interactive eBook with factoids and best practices, and a 20-question assessment
with personalized recommendations.
THE RESULTS
We included in the eBook-centered campaign an ecosystem of content, including an
infographic, social media posts, emails, online advertisements, and blog posts.
The bottom line: The campaign was a resounding success. Though the initial goal
was to generate 200 leads over the life of the campaign, the ebook generated
more than 400 leads in one month, greatly exceeding Blackboard’s expectations.
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Tendo built HPE Services’ influencer marketing, helping change perceptions
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Tendo boosted HPE influencers’ online status and credibility, leading to a 50
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Tendo developed multichannel campaign assets to drive record registrations for
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Tendo built HPE Services’ influencer marketing, helping change perceptions
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Tendo boosted HPE influencers’ online status and credibility, leading to a 50
...
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Tendo developed a scalable plan to increase Centrify’s lead volume for
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DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized digital content for financial advisors by developing a taxonomy,
information architecture, and content structure.
Home / Case Studies
DIGITAL CONTENT OPTIMIZATION FOR LPL FINANCIAL
Tendo optimized LPL’s digital content by developing taxonomy, information
architecture, content structure, and workflow and governance recommendations.
CHALLENGES
* Duplicate content across multiple platforms
* Difficulty finding the right assets to meet user needs and priorities
* No streamlined process to create and manage digital content
RESULTS
* A structured content approach with standardized nomenclature
* Content hub and tagging system so content can be reused and gathered
* Reduced costs by simplifying processes and workflows
TENDO SERVICES PROVIDED
* Information architecture and taxonomy
* Structured content framework
* Content object models and system requirements
* Workflow and content governance guidance and training
ABOUT LPL FINANCIAL
LPL FINANCIAL IS THE NATION’S LARGEST INDEPENDENT BROKER-DEALER.
The firm offers comprehensive support for all kinds of financial professionals,
from independent financial advisors to large-scale financial institutions. With
so many different advisors to serve, LPL wanted to improve the overall digital
experience for new and existing advisors who needed support in performing tasks
and transactions when operating their businesses.
LPL FINANCIAL
SAN DIEGO, CA
FINANCIAL SERVICES
5,000 EMPLOYEES
THE CHALLENGE
LPL FINANCIAL NEEDED TO PROVIDE ITS INTERNAL AND EXTERNAL USERS WITH THE RIGHT
CONTENT IN THE RIGHT CONTEXT.
The existing system yielded duplicate content across multiple platforms,
impeding users from easily accessing the assets they needed.
Tendo’s task was to develop a foundation for the emerging Content Hub that would
house content independent of end-user platform. We also needed to streamline the
process for creating and managing digital content.
THE SOLUTION
TENDO DEVELOPED REQUIREMENTS FOR A CENTRALIZED REPOSITORY OF INFORMATION.
We outlined how content could be created once and then repurposed for multiple
audiences and systems.
We surveyed internal users to discover their needs and preferences, using the
results to inform the information architecture and taxonomy. Then we established
guidelines for content distribution so that users could easily find the right
content at the right time. We also helped streamline content processes and
workflows, and supported the content governance and training required for the
new Content Hub.
THE RESULTS
Tendo implemented a structured approach that:
* Standardized nomenclature and structure
* Enabled content to be easily reused via a content hub and tagging system
* Improved search results
* Reduced costs by simplifying processes and workflows
* Drove enterprise adoption via content governance, training, and change
management
“I cannot speak highly enough of the partnership you’ve demonstrated throughout
this experience. And I know the LPL team here will continue to benefit.”
—Dana Storsberg, Project Manager, LPL Financial
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TURNING THOUGHT LEADERS INTO INFLUENCERS FOR HPE SERVICES
Tendo built HPE Services’ influencer marketing, helping change perceptions about
its evolving capabilities by unlocking and promoting the insights of its thought
leaders.
Home / Case Studies
TURNING THOUGHT LEADERS INTO INFLUENCERS FOR HPE SERVICES
How Tendo helped HPE Services grow its business by showcasing a primary asset:
the thought leadership of its consultants.
CHALLENGES
* Lack of brand awareness around HPE Services’ evolving support offerings
* Missed opportunities to harness HPE consultants’ thought leadership
* Limited time and know-how to develop an effective influencer marketing
strategy
RESULTS
* Thought leadership skills and assets
* Increased name recognition and follower counts
* Quarterly report to monitor performance
TENDO SERVICES PROVIDED
* Influencer training and social media support for HPE consultants
* Thought leadership topic and content creation
* Growth metrics analysis, measurement, and reporting
ABOUT HPE SERVICES
HPE SERVICES OFFER GLOBAL IT STRATEGY AND INFORMATION TECHNOLOGY SUPPORT FROM
EDGE TO CLOUD.
HPE Services is built to help businesses unlock the value of data from edge to
cloud. As customer needs evolved, so did the support that HPE Services was
offering. To build awareness around these changes—and thereby grow its business,
HPE Services needed a way to leverage the broad thought leadership of its
consultants.
HPE
SPRING, TX
INFORMATION TECHNOLOGY
62,000 EMPLOYEES
THE CHALLENGE
TO BUILD REVENUE AND MARKET SHARE, HPE SERVICES NEEDED TO INCREASE AWARENESS AND
VISIBILITY AMONG PROSPECTIVE AND EXISTING CUSTOMERS.
The executives and consultants leading HPE Services possessed vast industry
knowledge and unique insights that, if shared, would demonstrate the breadth,
relevance, and unique value of their capabilities and services.
Though HPE Services leaders and consultants had extensive networks of contacts
in their field, they lacked a robust digital footprint. While experts in their
fields, these individuals had limited time and the know-how needed to develop
their digital profiles in a way that could aid in growing the business.
THE SOLUTION
TENDO DEVELOPED AN INFLUENCER MARKETING PROGRAM TO SHOWCASE THE THOUGHT
LEADERSHIP OF HPE SERVICES EXECUTIVES WHILE GENERATING VISIBILITY FOR THE
BUSINESS.
Tendo developed strategy and provided ongoing execution support for a program
that showcased HPE Services consultants as the thought leaders they already
were. This involved developing process, and content strategy and execution
support to create and distribute quality content to build credibility while
gaining visibility for HPE Services capabilities.
Tendo conducted interviews with key consultants, developed a calendar of
relevant topics, and ghost-wrote blog articles on their behalf, tailored to
their areas of expertise. We also created custom programs to coach each
consultant through the skills needed to grow their X and LinkedIn audiences and
profiles.
Our support packages and training helped boost HPE Services consultants’
presence at industry events and via social media. This led to an increase in
attendance at consultant-led sessions and helped our influencers increase direct
engagement with prospects.
Tendo also developed and managed quarterly reports to measure and analyze the
impact of each consultant’s reach via social channels. We provided
individualized training s that helped empower these executives to better manage
their own profiles.
THE RESULTS
By both quantitative and qualitative measurements, the HPE Services influencer
program was a strong success. Tendo increased consultants’ name recognition
within their industry and grew follower counts by double-digit percentages. In
one case, a consultant met new contacts at an event who already knew him from
his online profile.
Additionally, HPE executives learned via Tendo coaching how to better
demonstrate the value of their expertise and independently started posting and
engaging with online contacts.
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VIDEO PRODUCTION AND LOGO DESIGN FOR BOSTON SCIENTIFIC
Tendo helped build awareness and excitement for Boston Scientific’s P3
leadership development program by producing effective, attention-grabbing
videos.
Home / Case Studies
VIDEO PRODUCTION AND LOGO DESIGN FOR BOSTON SCIENTIFIC
How Tendo built excitement and anticipation for the P3 leadership development
program with dynamic video production and logo creation.
CHALLENGES
* Fast-paced project, with many moving parts and shifting goals, requiring
quick turnaround
* Need to communicate information-rich message to busy sales leaders
RESULTS
* Two effective, attention-grabbing videos conveying program value prop
* High-quality logo to reinforce program branding
TENDO SERVICES PROVIDED
* Video production
* Design services
ABOUT BOSTON SCIENTIFIC
BOSTON SCIENTIFIC PRODUCES AND SELLS INNOVATIVE MEDICAL DEVICES THAT IMPROVE THE
HEALTH OF PATIENTS AROUND THE WORLD.
Its Peak Performance Program, or P3, is a world-class development program that
supports sales leaders in its Cardiology group in hitting their sales targets
and developing leadership skills.
BOSTON SCIENTIFIC
MARLBOROUGH, MA
MEDICAL DEVICES AND ENGINEERING
48,000 EMPLOYEES
THE CHALLENGE
BOSTON SCIENTIFIC NEEDED TO DRIVE AWARENESS AND ANTICIPATION FOR ITS P3
LEADERSHIP DEVELOPMENT PROGRAM.
The company also needed to communicate the P3 program format, value proposition,
and benefits—all while competing with the content filling the inboxes of its
busy sales leaders.
In addition, project turnaround was tight, and program details and messaging
were being developed and updated in tandem with video development and
production.
THE SOLUTION
THE FIRST STEP INVOLVED DESIGNING A PROGRAM LOGO THAT INCORPORATED BOSTON
SCIENTIFIC BRANDING AS WELL AS THE PROGRAM’S MOUNTAIN PEAK MOTIF.
Next, Tendo focused on video production, working with stakeholders to refine a
creative direction, develop storyboards, and select stock visuals. Our visual
designer then edited the stock footage with music, talking-head footage, and
custom in-house visuals to produce two dynamic videos.
THE RESULTS
The completed videos captured recipients’ attention, and built excitement and
anticipation for P3 through inspirational imagery and sound bites on leadership
excellence. It also conveyed all the essential information about participating
in the rigorous program.
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UX CONTENT STRATEGY FOR AUTODESK EDUCATION
Tendo refined a complex sign-up process to maintain a positive and purposeful
content experience for Autodesk Education users.
Home / Case Studies
UX CONTENT STRATEGY FOR AUTODESK EDUCATION
Tendo refined a complex sign-up process to maintain a positive and purposeful
content experience for Autodesk Education users.
CHALLENGES
* Complex sign-up flow with multiple steps
* Inconsistent terminology for key tasks
RESULTS
* A user-first, guided sign-up process
* Cohesive experience showcasing Autodesk Education benefits
TENDO SERVICES PROVIDED
* Content strategy consulting
* UX writing
ABOUT AUTODESK
AUTODESK MAKES DESIGN SOFTWARE FOR USE IN THE ARCHITECTURE, ENGINEERING, AND
CONSTRUCTION INDUSTRIES.
Products like AutoCAD and Revit help makers design and build everything from
cars to skyscrapers. Autodesk’s industry-leading software is available to
students and educators in fields such as design, architecture, and engineering.
Its software can be accessed through the Autodesk Education program and its
associated website, which is run and maintained by the Autodesk Education team.
AUTODESK
SAN FRANCISCO, CA
DESIGN SOFTWARE
10,000 EMPLOYEES
THE CHALLENGE
IN THE PAST, AUTODESK DID NOT REQUIRE VERIFICATION FOR EDUCATIONAL USERS–ANYONE
COULD GET FREE ACCESS.
Autodesk Education planned to introduce a process to verify genuine educational
users. Sign-up forms are a key friction point, especially when a process spans
multiple touchpoints. The new process had to be clear and navigable and maintain
the brand experience while introducing additional steps and showcasing the
benefits of educational access.
THE SOLUTION
TENDO CONDUCTED A COMPREHENSIVE REVIEW OF UX CONTENT IN THE SIGN-UP AND
VERIFICATION PROCESS.
We then developed options for program names, messaging, and standard key terms.
Finally, we updated and optimized UX copy, including banners, form copy, success
messages, and transactional emails. In our review process, we identified key
gaps and inconsistencies, as well as places where Autodesk could remind a user
of the benefits of an educational membership.
THE RESULTS
The final UX copy and user journey is clear, consistent, and purposeful in its
tone and messaging. The new, consistent content experience goes beyond easing
the pain of transitioning to a complex system: It also maintains Autodesk’s
position as a trusted academic partner, fostering brand affinity that lasts
after students graduate and continues as they begin their careers.
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CA TECHNOLOGIES WEBSITE OPTIMIZATION
Tendo developed a strategy, created a blueprint, and launched a pilot to enhance
the user experience and drive lead generation.
Home / Case Studies
CA TECHNOLOGIES WEBSITE OPTIMIZATION
Tendo developed a strategy, created a blueprint, and launched a pilot to enhance
the user experience and drive lead generation.
CHALLENGES
* Significant audience drop-off with little repeat traffic
* Lacked a focused digital experience
* A disorganized website comprising thousands of pages
RESULTS
* Streamlined, user-centric information and content architecture
* Revised content assets supporting the customer journey
* Content blueprint and plan to help drive conversions
TENDO SERVICES PROVIDED
* Webpage assessment and qualitative audit
* Competitive and best practices review
* User journey and asset mapping
* Content architecture and content models
* Web copy
ABOUT CA TECHNOLOGIES
CA TECHNOLOGIES, NOW A SUBSIDIARY OF BROADCOM INC., MANAGES, MONITORS, AND
SECURES COMPUTER INFRASTRUCTURE ACROSS MAINFRAME, DISTRIBUTED, AND CLOUD
COMPUTING.
Despite a recent redesign and a high number of net-new visits per year (4.5
million), 86% of visitors to ca.com never returned—the industry benchmark is
54%. The site was disorganized and bloated (23,000 pages) as a result of company
acquisitions, and it was focused more on products than customer needs.
CA TECHNOLOGIES
SAN JOSE, CA
ENTERPRISE SOFTWARE DEVELOPMENT
10,000+ EMPLOYEES
THE CHALLENGE
CA TECHNOLOGIES NEEDED TO REDUCE DROP-OFFS AND INCREASE REPEAT VISITS FROM ITS
TARGET AUDIENCES.
But the strategic priority was to create a user-centric destination of discovery
that could increase and accelerate conversions, consideration, and sales. CA
asked Tendo to create the content blueprint and plan to help get them there,
starting with a pilot that focused on the API Management section of Ca.com.
THE SOLUTION
TENDO TOOK THE FOLLOWING APPROACH TO OVERHAUL THE USER EXPERIENCE:
* Evaluated web pages for metrics, navigation, UX, voice, and user journey
* Conducted a qualitative audit of 130 assets
* Charted numerous user flows to ensure streamlined and logical access to key
information
* Developed a content strategy and roadmap to answer:
– What content should go on the site
– How it should be presented
– How users would experience it
– Which assets aligned to user journeys
THE RESULTS
A streamlined information and content architecture align with the customer
journey, design and content are in harmony, and revised content assets live at
the appropriate site level.
“Tendo had the specialized content and UX skill sets and knowledge I was looking
for. They did a stellar job on a complex and challenging project. I highly
recommend them.”
–Rodnei Connolly, Vice President, Global Digital Brand Strategy & Marketing, CA
Technologies
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REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
grow...
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco....
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
persona...
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
REFLECTING KOFAX’S EVOLUTION IN A WEB REDESIGN
Tendo re-imagined and re-organized Kofax's website to reflect the company's
grow...
REINVENTING CISCO.COM
An improved site experience leads to better business metrics for Cisco....
A TAXONOMY FOR DYNAMIC CONTENT PERSONALIZATION
Tendo helped Salesforce optimize taxonomy and tagging strategy to enable
persona...
DRIVING ECOLAB’S DIGITAL SALES GROWTH
Tendo reimagined and rebuilt a set of six co-branded product-based sites for
Eco...
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SERVICENOW PRODUCT DOCUMENTATION RESTRUCTURE
Tendo developed recommendations to help ServiceNow improve the effectiveness of
its product documentation library to better support the buyer journey.
The challenge: The cloud-based solutions provider asked Tendo to help identify
opportunities to improve the user experience and findability of key information,
extend and update the docs.servicenow.com content structure, and integrate
product content to drive a more comprehensive content experience.
The solution: Tendo’s process included the following tasks:
* Research deep-dive (personas, user research, onsite search logs, customer
service call data, analytics, etc.)
* Current state analysis of front-end and back-end (SEO, UX, IA, navigation,
metadata, taxonomy, etc.)
* Competitive/comparative review
* Stakeholder survey, interviews, and workshops
* Card sort exercise to inform IA and foundational taxonomy
* Identification of top tasks, or jobs to be done (JTBD), plus key content
integration points and gaps
* Task flow mapping based on top JTBD
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FORTINET SOLUTION PAGE ENHANCEMENT
Tendo provided guidance to improve the on-page content experience for Fortinet’s
solution pages.
The challenge: Fortinet needed to update the copy and organization of its
solution pages to improve the on-page content experience and align with new
brand messaging.
The solution: Tendo’s thorough analysis and enhancements included the following
steps:
* Content audit
* Content gap analysis
* Messaging analysis
* Recommended content organization
* New website copy
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HPE INFLUENCER CONTENT AND SUPPORT
Tendo boosted HPE influencers’ online status and credibility, leading to a 50
percent increase in clicks and a 59 percent growth in shares.
The challenge: HPE software service influencers needed to amplify their stature
as credible thought leaders on social media.
The solution: Over a multi-year program, Tendo created content for HPE on
LinkedIn and Twitter that:
* Built influence with partners, customers, media, and analysts
* Identified social media opportunities with original social content to post
* Used live event playbooks to leverage social connections from digital to
real-world relationships
* Fostered a positive online reputation that potential customers associated
with HPE
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CALTECH MARCOM COMMUNICATIONS PLAN
Tendo developed an integrated communications plan that represented the
institution’s renewed brand identity.
The challenge: Caltech needed a communications plan that addressed the needs of
the university and worked in concert with a recently completed identity and
brand rollout.
The solution: Tendo developed an integrated communications plan that:
* Reflected the institution’s updated strategic identity
* Outlined consensus-driven processes and vehicles to socialize and promote the
new identity
* Provided content mix and channel recommendations
* Reviewed competitor communications
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INFORMATICA THOUGHT LEADERSHIP PROGRAM
Tendo created a large-scale thought leadership program for Informatica that
resulted in 50,000 net new opt-ins over three years.
The challenge: Informatica needed to drive awareness and understanding for its
solutions in a chaotic and confusing data analytics category.
The solution: Tendo created and executed Potential @ Work, an end-to-end thought
leadership program that included more than 130 articles, three e-books, and a
monthly e-newsletter with six persona versions—all housed in a cross-industry,
cross-discipline content hub. Tendo developed the strategy and internal
workflows, managed the editorial calendar and content creation, and developed a
metrics dashboard.
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AUTODESK SMP PROVIDER PROFILES
Tendo helped Autodesk increase provider inquiries 43 percent by improving the
effectiveness of the Services Marketplace website.
The challenge: Autodesk needed to increase its site’s effectiveness because it
was a valuable tool for customers to find and hire Autodesk-vetted service
providers.
The solution: Tendo helped Autodesk service providers better position themselves
and their capabilities by improving the look and feel of their individual
profiles, specifically by:
* Auditing existing profiles and competitor sites
* Rearchitecting the provider profile site layout
* Developing provider best practices to boost traffic, inquiries, and user
experience
* Creating a style guide and newsletter to ensure quality and consistency
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CISCO MARKETING VELOCITY CONTENT SUPPORT
Tendo created visually driven and information-rich content to boost awareness of
Cisco’s Marketing Velocity Activate program.
The challenge: Cisco needed to introduce new content that would drive awareness
of their new Marketing Velocity Activate program.
The solution: Tendo created a campaign playbook with personalized partner
opportunity data that showed Activate’s business value. We also created an
infographic and video to drive users to the playbook.
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CENTRIFY DEMAND GENERATION ARCHITECTURE
Tendo developed a scalable plan to increase Centrify’s lead volume for
persona-based nurture communications.
The challenge: Centrify needed to develop a scalable demand generation
architecture to improve SAL volume and move to an always-on, persona-based
approach to nurture communications.
The solution: Tendo performed a thorough discovery process to understand
Centrify’s vision, strategy, audiences, and capabilities. Discover set the stage
for a plan that:
* Defined and developed target personas and insights
* Shifted messaging to customer-centric themes
* Evolved from a linear, one-to-many approach to a dynamic, always-on,
journey-based email model
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IRRIGATION ASSOCIATION STRATEGY AND MEASUREMENT PLAN
Tendo optimized the Irrigation Association’s digital marketing presence to
better represent the needs of its members.
The challenge: The Irrigation Association needed to update and optimize its
digital marketing presence to better serve its members and represent their
interests.
The solution: Tendo helped the Irrigation Association achieve these goals by
developing the following deliverables:
* Goal alignment and prioritization
* Strategic digital marketing plan
* Measurement plan
* Benchmark report
* Measurement dashboard
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BMC REMEDY CUSTOMER STORIES
Tendo refined and improved BMC’s customer case studies, making them more
engaging and visual.
The challenge: BMC needed to update its customer case studies template for its
BMC Remedy solution, to make each case study more readable and engaging.
The solution: Tendo redefined BMC’s case study approach and format as follows:
* Created a longer, more visual case study template
* Incorporated a journalistic approach to case study content creation
* Balanced BMC and customer branding
* Included related social and infographic content to promote case studies
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BLACKBOARD EVENT REGISTRATION CAMPAIGN
Tendo developed multichannel campaign assets to drive record registrations for
Blackboard’s Edtech conference.
The challenge: Blackboard needed to drive audience generation and registrations
for BB World ’14, one of the world’s largest Edtech conferences.
The solution: Tendo coordinated and developed a set of attendee assets
including:
* Assets developed and versioned across seven separate tracks , including
provosts, developers, attendees, and net-new targets
* Social media posts, blog posts, call scripts, and direct mail
* Blackboard achieved its largest event attendee count to date
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CISCO MESSAGING FOR SERVICE PROVIDER EXECUTIVES
Tendo created effective, audience-focused messaging that articulated Cisco’s
value proposition to executives.
The challenge: The Cisco team identified a need to develop a customer-facing
messaging deck that clearly articulated Cisco’s network automation value
proposition to executive audiences within the service provider marketplace .
The solution: Tendo created a network automation pitch deck that:
* Created a compelling case for automation, based on key trends in the service
provider industry and top executive careabouts
* Articulated Cisco’s engagement approach and proven outcomes
* Provided an executive view of the Cisco architecture framework, including
specific use cases and high-level functional viewpoints
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EVOLVING THE SALESFORCE DIGITAL CONTENT EXPERIENCE
Tendo audited and scored Salesforce’s digital content and made recommendations
to improve it.
The challenge: As part of a larger evolution of its digital content strategy
framework, Salesforce identified a need to evaluate the performance and quality
of existing content assets and pages on Salesforce.com and to identify
opportunities for improvement.
The solution: Tendo took the following steps:
* Leveraged the Tendo content scorecard to evaluate content both quantitatively
and qualitatively
* Used a representative sample of content to identify trends and patterns in
content quality, usability, and performance relative to average or industry
standards
* Made recommendations, based on representative content types to address
changes or updates to the larger content body
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CITRIX WEBSITE STRATEGY: FROM PRODUCT-LED TO PERSONA-LED
Tendo enhanced Citrix’s website strategy with a customer journey framework that
addressed personas’ content needs.
The challenge: Citrix needed its content to be less product-focused and more
customer-focused.
The solution: Tendo developed a customer journey framework to address different
personas and content goals across the journey. The framework included:
* Content audit
* Gap analysis
* New content types
* Persona-based journeys with influence and rationale
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CREATING A USER-CENTRIC WEBSITE FOR CA TECHNOLOGIES
Tendo transformed CA Technologies’ website into a demand gen engine that drove
business growth.
The challenge: Despite a complete redesign in 2017 and a high number of net-new
visits per year (4.5 million), 86% of visitors to CA.com never returned.
The solution: In a three-phase approach, working with two other agencies, Tendo:
* Evaluated webpages and conducted a qualitative content audit.
* Mapped users’ digital journey and developed a digital content strategy
framework, content architecture and content models, and information
architecture.
* Brought the digital strategy to life with wireframes, new illustrations, and
all-new SEO-optimized web copy.
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DEFINING DIGITAL CONTENT STRATEGY AT SALESFORCE
Tendo helped Salesforce define how content strategy contributes to the success
of digital marketing.
The challenge: Salesforce needed to codify the role of content strategy across
the organization, particularly as it related to digital experience.
The solution: Tendo worked with a broad team of content professionals at
Salesforce to develop these resources, including:
* A comparative maturity study
* Content goals and KPIs to measure content strategy success
* How content strategy fits within the digital organization
* What an ideal operational framework for content strategy looks like
* How to manage content governance and maintenance
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A REIMAGINED DIGITAL BANKING PLATFORM FOR CANADIAN CREDIT UNIONS
Tendo optimized user experiences across multiple institutions through a digital
banking overhaul for Central 1 and its network of credit unions.
Home / Case Studies
A REIMAGINED DIGITAL BANKING PLATFORM FOR CANADIAN CREDIT UNIONS
Tendo reimagined and redesigned the online banking and marketing website
platform used by hundreds of Canadian credit unions.
CHALLENGES
* Diverse brand identities & product offerings across credit unions
* Lack of design flexibility and scalability
* Platform integration challenges
RESULTS
* New platform with scalable and modern user experience
* Marketing site builder tool for branding flexibility and consistency
* Adaptable online banking UX/design for varied product offerings
TENDO SERVICES PROVIDED
* Digital strategy implementation
* User experience design
* Visual branding development
ABOUT CENTRAL 1
CENTRAL 1 OFFERS FINANCIAL PRODUCTS AND DIGITAL BANKING SERVICES TO 300 CREDIT
UNIONS ACROSS CANADA.
Central 1 serves as the primary liquidity manager, payments provider, and trade
association for 42 member credit unions in B.C. and 70 in Ontario, and it serves
a network that represents 3.3 million members and holds more than $118.8 billion
in assets.
CENTRAL 1
VANCOUVER, BC
FINANCIAL SERVICES
700 EMPLOYEES
THE CHALLENGE
CENTRAL 1 NEEDED AN ADAPTABLE ONLINE BANKING AND MARKETING WEBSITE PLATFORM.
Central 1 needed a flexible digital experience platform (encompassing
public/marketing websites and online banking) that was adaptable to a multitude
of credit unions, each with distinct brand and service offerings.
The platform required seamless alignment with Backbase’s multifaceted use cases
and a unified design framework to support the diverse credit union landscape. In
addition, Central 1 needed to help credit unions easily create their own
public-facing websites for marketing purposes.
THE SOLUTION
TENDO OPTIMIZED CENTRAL 1’S USER EXPERIENCES WITH A SITE BUILDER AND DESIGN
SYSTEM OVERHAUL.
Collaborating closely with Central 1 and Backbase, Tendo created a holistic user
experience design system that is flexible based on specific product offerings,
user attributes, and brand considerations. The design system was particularly
complex as it needed to support hundreds of brands and use cases and be
implemented on Backbase’s platform.
In addition, Tendo created a true “drag and drop” site builder tool that allowed
any Central 1 credit union to build its own public website, within a best
practice design framework.
THE RESULTS
The new online banking platform allowed credit unions to provide user-friendly
digital services to their customers. The site builder tool empowered each credit
union to create engaging and attractive independent websites that aligned with
their brand identity.
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OPTIMIZING MEMBER ACQUISITION FOR CCUA
Tendo overhauled CCUA’s platform to enhance member acquisition, boost new member
conversions, and streamline credit union management.
Home / Case Studies
OPTIMIZING MEMBER ACQUISITION FOR CCUA
Tendo helped develop and implement an incentive-based platform that boosted new
member signups across 42 credit unions throughout British Columbia.
CHALLENGES
* Acquisition and conversion optimization
* Credit Union management
* Secure data management
RESULTS
* Improved new member acquisition
* Simplified credit union management
* Heightened platform security
TENDO SERVICES PROVIDED
* User experience enhancement
* Visual branding development
* Customized platform development
ABOUT CCUA
THE CANADIAN CREDIT UNION ASSOCIATION (CCUA) IS THE NATIONAL TRADE ASSOCIATION
FOR CANADIAN CREDIT UNIONS.
As Canada’s first national credit union-governed organization, it works to
fortify the sector through heightened awareness initiatives, industry insights,
and professional development programs. The “Get Your Share” program is a core
incentive-based initiative fostering new member acquisition among the 42 credit
unions in British Columbia.
CANADIAN CREDIT UNION ASSOCIATION
TORONTO, ON
FINANCIAL SERVICES
100 EMPLOYEES
THE CHALLENGE
CCUA NEEDED A SCALABLE DIGITAL PLATFORM FOR A NEW INITIATIVE.
Its “Get Your Share” initiative aimed to drive new member signups. The platform
needed to meet the highest security standards and had to be brandable for any
CCUA credit union to use. It had to sync seamlessly with a back-end CRM to
manage contacts and reports. Finally, it needed to be engaging and user friendly
to showcase offers and incentives that would attract and convert new customers.
THE SOLUTION
TENDO DESIGNED AND DEVELOPED A NEW PLATFORM TO COMBAT THE ISSUES FACING CCUA’S
CURRENT DIGITAL INFRASTRUCTURE.
The design and structure allowed all 42 different credit unions to customize
their own brand and messaging. We leveraged Salesforce and integrated a headless
CMS for AWS publication. This highly secure platform would deliver increased
accessibility and user-friendly features for all participating credit unions, as
well as revamp user experience and refine visual branding.
THE RESULTS
The initiative saw a marked improvement in new member conversions, resulting
from a revamped user experience and strategic enhancements. Additionally, the
streamlined administrative backend empowered credit unions by simplifying lead
management, enhancing platform security, and ensuring a seamless and secure
member acquisition process.
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THOUGHT LEADERSHIP CONTENT FOR HIGHER EDUCATION
Tendo helped Sodexo position itself as a global thought leader to expand
relationships with existing and new university accounts.
Home / Case Studies
THOUGHT LEADERSHIP CONTENT FOR HIGHER EDUCATION
Tendo helped Sodexo position itself as a global thought leader to expand
relationships with existing and new university accounts.
CHALLENGES
* No brand awareness and education around additional Sodexo services
* Lack of sales enablement content to engage customers
* No experience creating thought leadership content or a campaign at scale
RESULTS
* Creation of a high-value trend report generating immediate buzz
* Increase in sales with existing and new university customers
* Thought leadership content formatted for use across many channels
TENDO SERVICES PROVIDED
* Editorial strategy and content creation
* Campaign planning
* Social content development
ABOUT SODEXO
SODEXO UNIVERSITIES IS A LEADER IN CAMPUS DINING AND FACILITIES MANAGEMENT FOR
PUBLIC UNIVERSITIES AND PRIVATE COLLEGES.
It sought to engage its audience, university leadership, in a new way. Already
well-known for its food services, Sodexo had an opportunity to share its point
of view about its robust offering around a bundle of quality-of-life services
for students and staff. The idea was to strengthen awareness of these
solutions and connect with university leadership beyond food and facilities.
SODEXO
GAITHERSBURG, MD
FOOD AND FACILITIES MANAGEMENT SERVICES
47,500 EMPLOYEES
THE CHALLENGE
SODEXO NEEDED TO POSITION ITSELF AS A THOUGHT LEADER ON HIGHER EDUCATION AND
CAMPUS LIFE.
To accomplish this, Sodexo wanted to create a global report on key
trends affecting the student journey and campus experience. Tendo
helped Sodexo refine its marketing goals, and uncovered the need for an anchor
asset that would drive brand awareness, brand education, and sales enablement
via an integrated content campaign spanning multiple channels.
THE SOLUTION
TENDO LED A COMPLEX AND COLLABORATIVE EFFORT TO:
* Create an Editorial Advisory Committee in tandem with the Sodexo Institute
for Quality of Life, an in-house think tank, to identify and profile five
global education trends.
* Interview 11 world-class education experts.
* Create a 32-page print and digital Sodexo University Trends Report.
* Translate the text into a wide range of content formats—blog posts, social
posts, emails, videos, and infographics.
THE RESULTS
The report generated immediate buzz and helped Sodexo’s sales teams expand
relationships with existing and new university accounts. Sodexo shined a light
on major changes in higher education and universities’ role in preparing
students for a complex world. And it continues to leverage this trend report in
industry publications, conferences, trade shows, social media, and sales
conversations.
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GENERATING LEADS FOR BLACKBOARD WITH AN INTERACTIVE ASSESSMENT
Tendo created a high-value assessment and ecosystem of content to help educate
B...
TURNING THOUGHT LEADERS INTO INFLUENCERS FOR HPE SERVICES
Tendo built HPE Services’ influencer marketing, helping change perceptions
abo...
HPE INFLUENCER CONTENT AND SUPPORT
Tendo boosted HPE influencers’ online status and credibility, leading to a 50
...
CENTRIFY DEMAND GENERATION ARCHITECTURE
Tendo developed a scalable plan to increase Centrify’s lead volume for
persona...
GENERATING LEADS FOR BLACKBOARD WITH AN INTERACTIVE ASSESSMENT
Tendo created a high-value assessment and ecosystem of content to help educate
B...
TURNING THOUGHT LEADERS INTO INFLUENCERS FOR HPE SERVICES
Tendo built HPE Services’ influencer marketing, helping change perceptions
abo...
HPE INFLUENCER CONTENT AND SUPPORT
Tendo boosted HPE influencers’ online status and credibility, leading to a 50
...
CENTRIFY DEMAND GENERATION ARCHITECTURE
Tendo developed a scalable plan to increase Centrify’s lead volume for
persona...
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MODERNIZED WEB DESIGN AND VISUAL LANGUAGE FOR ALTERNA SAVINGS
Tendo revamped Alterna Savings’ digital platform with a modern website design,
enhancing user experience and accessibility.
Home / Case Studies
MODERNIZED WEB DESIGN AND VISUAL LANGUAGE FOR ALTERNA SAVINGS
Tendo crafted a new website design to enhance Alterna Savings’ online presence.
CHALLENGES
* Website modernization
* Outdated visual design language
* Underdeveloped user experience
RESULTS
* New updated website
* Enhanced visual design
* Scalable user experience
TENDO SERVICES PROVIDED
* Digital strategy development
* User-centric design solutions
* Visual and technical development
ABOUT ALTERNA SAVINGS
ALTERNA SAVINGS IS A CREDIT UNION BASED IN OTTAWA, ONTARIO, CANADA.
Now with over 150,000 members across Canada, Alterna Savings was the first
full-service, member-owned financial co-operative outside Quebec, and is the
first financial institution to introduce a national digital bank.
ALTERNA SAVINGS
OTTAWA, ON
FINANCIAL SERVICES
800 EMPLOYEES
THE CHALLENGE
ALTERNA SAVINGS SOUGHT A WEBSITE REDESIGN TO ALIGN WITH MODERN USABILITY
STANDARDS.
Alterna Savings needed to update the website with a new visual design language,
while keeping it user-friendly and adaptable for implementation by their
development team.
THE SOLUTION
TENDO EXECUTED A COMPREHENSIVE WEBSITE REDESIGN STRATEGY.
Tendo built and executed a strategy to:
* Redesign the website to reflect a contemporary look and feel
* Develop a new visual design language and implement reusable and scalable
content modules
* Ensure adaptability for Alterna’s development team
THE RESULTS
The collaboration delivered a modernized Alterna Savings website with enhanced
visual aesthetics and a user-centric design. The scalable content modules
empowered their development team to provide seamless updates, marking a
significant stride in redefining credit union websites and fostering a more
engaging digital presence for Alterna Savings.
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BOOSTING LEAD GENERATION AND DIGITAL EXPERIENCE FOR VTS
Tendo revitalized VTS’s digital presence by diagnosing lead generation
challenges, devising a multi-phase strategy, and redesigning their website.
Home / Case Studies
BOOSTING LEAD GENERATION AND DIGITAL EXPERIENCE FOR VTS
Tendo revitalized VTS’s digital presence by diagnosing lead generation
challenges, devising a multi-phase strategy, and redesigning their website.
CHALLENGES
* Low conversion rates
* Marketing and storytelling complexities
* Confusion with representing multiple product solutions
RESULTS
* Double-digit increase in conversion
* Enhanced website presence and clarity
* Improved brand perception and user experience
TENDO SERVICES PROVIDED
* Digital strategy enhancement
* User experience redesign
* Branding development
ABOUT VTS
VTS IS A COMMERCIAL REAL ESTATE TECHNOLOGY COMPANY THAT UNIFIES OWNERS,
OPERATORS, BROKERS, AND TENANTS IN A SINGLE LEASING AND ASSET MANAGEMENT
PLATFORM.
VTS’ platform is the #1 SaaS solution for commercial real estate. VTS helps
hundreds of customers change the way their companies operate through a
combination of software, technology, insights, and advisory services.
VTS
STATEN ISLAND, NY
REAL ESTATE
300 EMPLOYEES
THE CHALLENGE
VTS WAS STRUGGLING WITH LOW LEAD GENERATION, COMPLEX MARKETING STRATEGIES, AND A
WEBSITE STRUCTURE THAT INADEQUATELY SHOWED ITS DIVERSE BRAND SOLUTIONS.
These issues demanded a thoughtful examination to surface specific pain points
hindering growth. The main objectives were to revamp the digital strategy,
refine brand guidelines, and effectively communicate the company’s offerings.
THE SOLUTION
TENDO BROKE DOWN THE SOLUTION APPROACH INTO THREE KEY PHASES OF REDESIGN:
The first step was to conduct a “Diagnosis and Treatment Plan” to identify key
contributing factors (and solutions) to the lagging lead generation.
Tendo then defined a multi-phase digital strategy for VTS to enhance its website
presence, including the creation of a new set of brand guidelines.
This strategy flowed into the last phase, in which the Tendo team redesigned the
entire user experience and structure for the website.
THE RESULTS
Post-redesign, VTS saw a substantial double-digital increase in conversion
rates. The updated site clarified its offerings and bolstered its online
presence. The enhanced user experience solidified VTS as a top commercial real
estate platform.
The site garnered acclaim at the 2021 W3 Awards:
* 2021 W3 Awards Silver—Real Estate Websites
* 2021 W3 Awards Silver—Best User Experience for Websites
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ECOLAB APP DESIGN TO ENSURE FOOD SAFETY
Tendo upgraded Ecolab’s digital food labeling system with a user-centric B2B
app, enhancing user experience and efficiency.
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ECOLAB APP DESIGN TO ENSURE FOOD SAFETY
Tendo upgraded Ecolab’s digital food labeling system with a user-centric B2B
app, enhancing user experience and efficiency.
CHALLENGES
* Improve food labeling accuracy
* Design user-friendly tablet interface
* Ensure corporate-wide policy implementation
RESULTS
* Streamlined food labeling process
* Enhanced user experience for prep-chefs
* Improved corporate policy monitoring
TENDO SERVICES PROVIDED
* User-centric design
* Digital strategy consulting
* B2B app design
ABOUT ECOLAB
ECOLAB IS A GLOBAL SUSTAINABILITY LEADER OFFERING WATER, HYGIENE AND INFECTION
PREVENTION SOLUTIONS AND SERVICES THAT PROTECT PEOPLE AND THE RESOURCES VITAL TO
LIFE.
Ecolab is a global sustainability leader offering water, hygiene and infection
prevention solutions and services that protect people and the resources vital to
life.
ECOLAB
ST. PAUL, MN
ENVIRONMENTAL SERVICES
47,000 EMPLOYEES
THE CHALLENGE
ECOLAB HELPS RESTAURANT CHAINS MAINTAIN FOOD SAFETY THROUGH PREP-N-PRINT WITH
FLEX, A CLOUD-BASED, DIGITAL FOOD LABELING SYSTEM THAT ENABLES FAST AND ACCURATE
PRINTING OF LABELS FOR SHELF LIFE, NUTRITION, INGREDIENTS, AND MORE.
Prep-n-Print required an upgraded tablet application that would be suitable for
use in kitchens. This task required a solution that harmonized accurate labeling
with a user-friendly design, catering to the fast pace and specific needs of
kitchen environments.
THE SOLUTION
TENDO UNDERTOOK A THOROUGH DESIGN APPROACH THROUGH USER-CENTRIC METHODS BASED ON
RESEARCH WITH CORPORATE CLIENTS AND KITCHEN OBSERVATIONS.
The new app:
* Featured thoughtful elements, like larger buttons for glove-wearing
prop-chefs.
* Implemented capabilities within the admin web app to upload ingredients lists
and establish food storage policies
* Ensured seamless operations across both applications.
THE RESULTS
The redesign significantly improved food labeling efficiency in restaurant
kitchens and offered a more user-friendly interface for prep-chefs. Corporate
teams can now effectively monitor and implement standardized food storage
policies across the organization, enhancing overall food safety compliance.
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PREDICTIVE TOOL DEVELOPMENT FOR ECOLAB
Tendo partnered with Ecolab to develop an innovative Pest Risk Score Tool,
leveraging diverse data for accurate pest risk predictions to help Ecolab
customers streamline operations.
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PREDICTIVE TOOL DEVELOPMENT FOR ECOLAB
Tendo partnered with Ecolab to create an interactive tool that predicts a 30-day
pest infestation risk.
CHALLENGES
* Data integration
* Predictive accuracy
* User accessibility
RESULTS
* Enhanced risk assessment
* Improved customer experience
* Streamlined pest management
TENDO SERVICES PROVIDED
* User experience design
* Visual branding
* Development
ABOUT ECOLAB
ECOLAB IS A GLOBAL SUSTAINABILITY LEADER OFFERING WATER, HYGIENE AND INFECTION
PREVENTION SOLUTIONS AND SERVICES THAT PROTECT PEOPLE AND THE RESOURCES VITAL TO
LIFE.
Customers in more than 40 industries choose Ecolab’s comprehensive science-based
solutions, data-driven insights and world-class service to advance food safety,
maintain clean and safe environments, and optimize water and energy use.
ECOLAB
ST. PAUL, MN
ENVIRONMENTAL SERVICES
47,000 EMPLOYEES
THE CHALLENGE
ECOLAB WANTED TO FURTHER ITS QUEST TO REVOLUTIONIZE PEST MANAGEMENT.
It saw an opportunity to create an interactive, predictive tool to help
businesses and locations determine their 30-day pest risk. The tool, made in
partnership with the University of Minnesota, would employ an algorithm
developed by Ecolab that used proprietary and nonproprietary data, including
weather patterns, demographics, and geographic data.
THE SOLUTION
TEAMING UP WITH TENDO, ECOLAB CREATED THIS INTERACTIVE TOOL THAT PAIRED ADVANCED
ALGORITHMS SEAMLESSLY WITH A USER-FRIENDLY INTERFACE.
Doing so allowed for unity between scientific accuracy and user-centric design.
Robust development and intuitive design were essential for successfully
integrating complex data.
THE RESULTS
The collaborative effort led to the creation of Ecolab’s Pest Risk Score Tool,
offering enhanced risk assessment capabilities. Users gained valuable insights,
empowering informed decision-making in pest management strategies. The tool
helps Ecolab customers streamline operations and create safer environments
across diverse sectors. View the Pest Risk Tool
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SHORTENING THE B2B PROSPECT JOURNEY FOR COLOGIX
Tendo’s website redesign for Cologix empowered their team for autonomous content
management and efficient campaign execution.
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SHORTENING THE B2B PROSPECT JOURNEY FOR COLOGIX
Tendo redesigned Cologix’s website to improve lead conversion via clearer
navigation, improved storytelling, and easier-to-use site elements.
CHALLENGES
* Resolve confusing navigation
* Reduce site management complexity
* Improve lead conversion rate
RESULTS
* Enhanced navigation clarity
* Simplified site management
* Improved conversion pathways
TENDO SERVICES PROVIDED
* Digital strategy
* User experience and visual design
* Technical development
ABOUT COLOGIX
COLOGIX IS NORTH AMERICA’S PREMIER NETWORK-NEUTRAL INTERCONNECTION AND
HYPERSCALE EDGE DATA CENTER FIRM.
With an extensive carrier-dense ecosystem comprising over 700 networks, 360
cloud service providers, and 30 onramps, Cologix offers colocation and
connectivity solutions. Its robust platform spans 40 digital edge and Scalelogix
hyperscale edge data centers, serving more than 1,950 customers across 11 North
American markets.
COLOGIX
DENVER, CO
DATA AND TECHNOLOGY
300 EMPLOYEES
THE CHALLENGE
COLOGIX NEEDED TO IMPROVE B2B LEAD GENERATION AND CONVERSION ON ITS WEBSITE.
Tendo identified three major impediments to this goal: subpar website navigation
that caused confusion and unnecessarily lengthened the buyer journey; the need
for better storytelling to engage visitors; and difficult-to-manage site
elements that made it harder to perform site updates and launch campaigns.
THE SOLUTION
THE TENDO TEAM UNDERTOOK A COMPREHENSIVE REDESIGN OF COLOGIX’S WEBSITE.
We enhanced navigation to create clearer pathways to conversion, and updated
Cologix’s web copy to improve storytelling. We also simplified backend
operations with a WordPress instance rebuild. This overhaul enabled the Cologix
team to swiftly manage content updates and execute campaigns without relying on
developer assistance.
THE RESULTS
The redesign improved conversions and simplified site management. The WordPress
overhaul enabled swift content updates and autonomous campaign handling,
reducing reliance on developers and enhancing site agility.
The site garnered acclaim at the 2022 W3 Awards:
* 2022 W3 Awards Silver – Web Applications/Services Websites
* 2022 W3 Awards Silver – Best Structure and Navigation for Websites
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HPE BUSINESS INSIGHTS CONTENT
Tendo helped HPE build a multichannel thought leadership program that achieved
280k global opt-in registrations and 140k monthly engagements.
The challenge: HPE needed to build mindshare as a strategic solution provider
and demonstrate thought leadership in digital transformation. It needed to
engage global enterprise IT leaders and drive registrations for ongoing
marketing efforts.
The solution: Tendo created a global thought leadership destination and
distribution presence that encompassed:
* A microsite, blog, video channel, LinkedIn and Twitter channels, and an email
newsletter
* 4 regions, 5 personas, 6 languages, and 7 areas of focus.
* Editorial strategy, content planning, and content creation
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REFINING THE AUTODESK KNOWLEDGE NETWORK
Tendo optimized the digital experience on the Autodesk Knowledge Network.
The challenge: Autodesk needed to improve content quality and findability on its
Knowledge Network.
The solution: Tendo reviewed and optimized the Autodesk Knowledge Network
“Getting Started” experience . It performed the following steps to significantly
improve the digital experience:
* Content audit
* Competitive analysis
* Task flow mapping
* Content architecture recommendations
* Information architecture/navigation updates
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AWARD-WINNING EXPERIENCE REDESIGN FOR DEALPATH
Tendo’s strategic redesign and technical overhaul revitalized Dealpath’s online
presence, reflecting its maturity and expanding offerings.
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AWARD-WINNING EXPERIENCE REDESIGN FOR DEALPATH
Tendo designed an award-winning website for Dealpath, the leading cloud-based
deal management platform for real estate investment.
CHALLENGES
* Design did not reflect company maturity
* Website did not showcase depth of offerings
* Transition to marketing automation
RESULTS
* Enhanced website maturity
* Accelerated marketing transition
* Improved user experience
TENDO SERVICES PROVIDED
* Digital strategy
* User-centric redesign
* Technical development and replatforming
ABOUT DEALPATH
DEALPATH IS A LEADING CLOUD-BASED DEAL MANAGEMENT PLATFORM THAT EMPOWERS
TOP-TIER FIRMS IN REAL ESTATE INVESTMENT.
Guided by a team of seasoned technologists and industry veterans, Dealpath aims
to revolutionize the industry with enhanced efficiency, transparency, and
innovation.
DEALPATH
SAN FRANCISCO, CA AND NEW YORK, NY
REAL ESTATE
60+ EMPLOYEES
THE CHALLENGE
DEALPATH NEEDED AN UPDATED SITE TO MEET BUSINESS GROWTH.
Dealpath’s website met its needs for the first few years’ growth, but it did not
accurately reflect the company’s growth and depth of offerings. Dealpath sought
a partner to help convey a more mature and authoritative position as the company
looked forward. This transition from its early growth phase demanded a
significant shift in design and messaging.
THE SOLUTION
THE TENDO TEAM LED AN EXPERIENCE REDESIGN AND TECHNICAL REPLATFORMING OF
DEALPATH.COM.
Using WordPress and leveraging libraries to help accelerate design and
development, Tendo delivered the site from start to finish in just six weeks.
Following the launch, we created additional elements/page types on the site and
helped transition Dealpath’s marketing automation from Pardot to Marketo.
THE RESULTS
The updated site reflects Dealpath’s growth, refining its image and user
experience while streamlining operations for future growth.
The site garnered acclaim at the 2021 W3 Awards:
* 2021 W3 Awards Silver – Best Home Page for Websites
* 2021 W3 Awards Silver – Website Redesign
* 2021 W3 Awards Silver – Best Visual Appeal for Websites
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HPE HELION CUSTOMER CONTENT
Tendo enhanced HPE’s customer reference program with more engaging content,
including more than 250 content assets and 20-plus content templates.
The challenge: HPE’s customer reference program wasn’t producing enough
customer-based content. Existing reference content formats were limited and
lacked HPE Helion branding.
The solution: Tendo established a cost-effective support model for program
management and asset creation, including:
* Weekly content, including case studies, blogs, slide decks, and infographics,
produced for the customer reference content hub
* Interviews with HPE account teams and customers
* New and redesigned content types and template
Let’s Talk About Your Content Needs
Tendo thrives on tackling your toughest content and UX challenges. Reach out to
share your digital experience goals. We’re ready to help.
Contact Tendo Today
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