KYROS
DAP helped KYROS, a fintech SaaS platform, to create & execute an optimized marketing strategy to generate high-value leads.
New business secured during the first year due to marketing efforts
$3M
Loyalty program lifetime value software ranking on Google
#1
The click-through rate on email (vs. ~2.5% industry average)
13.54%
Reduction in cost to serve by leveraging business intelligence solution
15%
Project Summary
With the expertise of our fractional CMOs, we positioned KYROS, a SaaS digital platform, as the major player in the loyalty liability and actuary space. Within a span of two years post-launch, KYROS’ revenue grew into a multi-million-dollar business. We helped KYROS achieve these remarkable results by amplifying KYROS’ presence across multiple digital channels through high-level content production, SEO, website branding, and targeted email outreach. DAP orchestrated a multichannel digital marketing approach and executed a complete website redesign, securing KYROS’ pivotal role in partnerships with industry giants such as Expedia, Hawaiian Airlines, Global Hotel Alliance, Radisson and Hotels.com.
The Challenge
No marketing strategy to meet sales goals
As a startup in the finance space, KYROS had a great SaaS solution. However, it did not have a strategic marketing plan to support growth.
Limited inbound website traffic
The website was not driving any “buy-oriented” traffic from search engines. Instead, the website ranked for unrelated search terms that did not drive potential client leads.
Low Conversion Rates
The original website was not optimized for lead conversion. It lacked the site structure, user experience, and analytics tracking to be effective. The initial website wasn’t set up to turn visitors into customers. It missed key features, optimized layout for experience, and did not track user behavior effectively.
How we helped KYROS
We developed a comprehensive digital marketing strategy tailored for KYROS to help meet its growth targets & campaign-level goals. This included SEO optimization, B2B content production (e.g white papers, webinars, infographics), paid search, paid social, and email marketing.
Digital Authority Partners’ finance-focused fractional Chief Marketing Officer worked with KYROS Insights to define their multi-year marketing strategy per their growth goals.
In partnership with KYROS, we identified high-potential keywords based on search volume, competition level, and business relevance. This strategy was dynamically updated based on performance metrics over time.
Recognizing KYROS Insights’ niche audience – finance professionals in firms with loyalty schemes – we designed an account-based marketing approach. This entailed crafting highly relevant content, from blog posts to whitepapers and webinars, with targeted email campaigns.
KYROS required a revamped website, centered on its value proposition, solutions, and a library of useful resources. It was designed to be the keystone of their overarching marketing initiative.
Understanding KYROS Insights’ specific need, we devised custom Power BI dashboards for each client, ensuring real-time monitoring of their loyalty program financial performance.
KYROS needed a full website analytics plan to measure features & functionality to optimize the site to generate more leads.
In collaboration with KYROS Insights, Digital Authority Partners delineated a phased marketing strategy, tailored for short, medium, and long-term outcomes. This strategic blueprint was devised to foster awareness, establish credibility, and augment sales.
- Awareness: Initiatives like article creation, Search Engine Marketing (SEM), and Public Relations (PR) were at the forefront.
- Credibility: We enhanced this by rolling out high-caliber webinars and whitepapers.
- Conversion: Conversion-centric tools such as sales enablement assets and email automation campaigns were implemented.
DAP defined & executed the SEO strategy to help KYROS Insights achieve a 7X+ return on SEO spend.
KYROS’ SEO strategy focused on how to get their solution pages to the top of search results. We built an SEO plan & deliverables required to get each of their solutions/services to rank highly through targeted landing pages, on-site supporting content, guest posting, technical SEO optimization, and more.
The core of a solid SEO strategy are the solution pages. KYROS’s solution pages are tailored to capture the interest of their target audience. Each page effectively outlines the service offered, provides validation through awards and testimonials, showcases real-world examples, and offers multiple prompts for engagement.
We defined & wrote the right articles to rank highly for the “conversion-oriented” landing pages on the KYROS website. Our financial writers crafted 100+ premium articles, positioning KYROS as a thought leader in loyalty program finance. DAP led the end-to-end creation: from content strategy and outlines to writing, editing, and publishing.
We created three to four monthly guest posts on relevant financial services outlets. These external posts were strategically linked to KYROS’s on-site content. The backlinks enhanced exposure on authoritative sites and helped us quickly get KYROS main services on the 1st page of search results.
To attract potential clients, KYROS leverages content tailored to resonate with its target audience. The aim is to engage prospects continuously throughout the sales journey until they commit.
KYROS has long sales cycles requiring many discussions to close the deal. To aid the sales team, we created brochures, sales flyers, and email automation. We developed an in-depth brochure outlining KYROS’ services and product offerings, with a particular emphasis on their dashboard. Available in digital and print formats, these brochures can be seamlessly incorporated into email campaigns or handed out during face-to-face interactions.
We helped KYROS build credibility in the financial services industry by showing their expertise in the financial field. We created case studies, testimonials, educational videos, industry studies, infographics, podcasts, and helped the founder attend speaking events. These efforts not only demonstrated Kyros’ capabilities but also offered prospective clients a higher insight into their work.
Our development team created both a brand-new website and a custom interface for KYROS clients to see the success of their engagement.
KYROS envisioned a platform where its clients could access and analyze their loyalty program data. We developed an intuitive interface enabling KYROS’ clients to navigate through key information about their loyalty programs.
Recognizing the unique requirements of each client, we ensured that the dashboards were adaptable and responsive to specific use cases. To ensure accuracy and real-time data representation, our team integrated the dashboard with Power BI reports, which were in turn generated by DataBricks. This seamless integration ensured clients received timely and relevant insights.
To position itself competitively in the financial market, KYROS needed a fully-optimized website. The previous site lacked several essential features that hindered its performance and engagement potential. In response, the new website was designed to encompass all vital aspects. This included detailed solution pages that shed light on the wide array of offerings by KYROS. The website was built to be quick, including being coded efficiently, setting up great hosting, and implementing a content delivery network.
Understanding how our marketing is doing is key. For KYROS’s website, we wanted to see how visitors acted and which ads or emails brought them there. We used tools like Google Tag Manager and Google Analytics, creating an event taxonomy to track all key functions on the site, such as form fills, and campaign tracking for paid media and email campaigns.
We created marketing analytics dashboards to show the results of content marketing, SEO, email marketing, and lead generation. We made recommendations for website & marketing improvements based on the data.
What we achieved
$3M
In new business was secured during the first year due to the marketing initiatives
#1
Ranking for “Loyalty program liability”
17.6%
Click-through rate on email (vs. ~1.6% industry average)
41%
Increase in email subscribers
4:10
Minutes on site (~2x industry average)
15%
Reduction in cost to serve by leveraging business intelligence solution
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