Integration

Logi Analytics Integration

After acquiring Logi Analytics in 2021, we at insightsoftware launched a full-scale web integration, migrating over 2,000 pages and preserving significant organic traffic through a comprehensive redirect plan.

Role

Manager, Digital Marketing — Project Lead

Timeline

January – April 2022

Team

4-person internal team + 1 external agency

The challenge

Logi Analytics — serving CTOs, Product Managers, and Developers — spoke to a completely different ICP from insightsoftware. In an effort to expand their offerings, insightsoftware needed to integrate Logi Analytics' product porfolio into insightsoftware.com while both preserving their organic traffic and authority in the industry as well as seamlessly blending the audiences in a single web experience.

The approach

With such a difference in ICP, marrying these two audiences wasn't something we could do overnight. We dedicated a significant portion of the migration to pre-launch activities and brand unification. This afforded us time to build a comprehensive sitemap, redirect strategy, paid media integration, and preservation strategy for their vast BI Encyclopedia, an SEO goldmine.

Process

Five phases from audit to launch.

01 Sitemap & Digital Audit Audited 2,000+ pages, mapped content types, and reviewed paid media spend and results. We held deep-dive sessions with the Logi team for full visibility.

02 Pre-Launch Activity Launched brand-level paid media campaigns, paired with PR activities, to begin building awareness of the acquisition and brand unification plans.

03 Content Migration Orchestrated a massive lift-and-shift of over 2,000 pieces of content, deciding what to keep, what to merge, and what to redirect.

04 Redirect and Go-Live Built an extensive redirect map, linking Logi Analytics content to insightsoftware, and coordinating with IT to finalize the DNS changes.

05 Post-Cutover Stabilization Launched a 6-month post-cutover campaign, using paid media as a mechanism to stabilize any organic traffic loss and begin CRO efforts for Logi products.

A comprehensive website migration for insightsoftware.

Outcomes

2,000+

Pages migrated

+9%

MQL to SQL rate increase

+30%

Organic search traffic

28%

Reduction in CPC

Tools & Disciplines

WordPress Sitemap Microsites SEO PPC