September 30, 2016
An Ironpaper Client Success Story.
Arago (www.arago.co) has an underlying mission to give people back the time they are currently spending in mindless processes—helping to drive more value from human endeavors. What they do with operations automation is reminiscent of what Ironpaper does for its clients using the HubSpot platform to drive business results using Inbound Marketing and Growth Driven Design.
Arago, fourth in Crunchbase’s list of top artificial intelligence startups in the world, uses their leadership position to help unlock innovation in B2B enterprises. Originally founded over twenty years ago, Arago builds artificial intelligence that automates enterprise IT operations to an extent not seen before. The company’s HIRO™ product is an AI engine with human problem-solving skills taught by experts. This provides actual humans the capability to focus their valuable time on the pursuit of furthering innovation in the enterprise.
Similarly, Ironpaper’s approach to inbound marketing and growth driven design uses HubSpot to give our marketing team and the client the skills and abilities needed to move lead generation, lead qualification and sales enablement forward.
Although Arago is a pathfinder in the world of enterprise machine learning, the company is competing for a massively expanding market with other dynamic players. According to Tractica, the enterprise AI market is estimated to be worth around 360 million U.S. dollars worldwide in 2016 and is expected to grow to $31.2 billion by 2025. Monetizing machine learning is an explicit challenge for the industry. Arago struggled to use their website to attract the right types of prospects and drive them to convert on the site.
Simply having an attractive website didn’t help. Arago needed its website to drive business opportunities so engineers could focus on building its AI engine.
Another challenge further hindered Arago from deriving sales opportunities from its website. The website was hard coded and lacked the ability to run marketing experiments, drive dynamic personalization, and benefit from frequent updates. Arago provides their customers with an agile product, so it only makes sense that they have an agile website.
The original website missed the power and value of Arago. For such a ground-breaking AI company, their website needed to be a reflection of their value to enterprises. The website needed to inspire, educate, explain and convert. We needed to tell the story of a complex technology's benefits and possibilities, without sounding too prosaic or heavy handed.
We decided to use visual content alongside streamlined messaging and the core written narrative to present Arago to enterprises. The new website would need to make an impact, while utilizing the dynamic marketing features of HubSpot to drive qualified leads.
Rather than employing a one-and-done approach to website design, we felt a Growth Driven Design methodology would allow us to be more adaptive and generate sales leads faster. We have found the more Ironpaper embraces a Growth Driven Design mindset, the more our clients benefit. Growth Driven Design is built upon on the “launch fast; launch often” mindset, which reduces the risk associated with a highly exhaustive design process that can lead to a poor performing site.
By designing a website that ‘speaks’ the language of Arago’s target personas, the site became a top lead generation source for the company. Lead generation has increased 1600% since the site launch. Additionally, leads generated from the site are more specific and relevant to Arago’s sales pipeline—fortune 500+ enterprise IT buyers.
The website now quickly presents a case of how Arago outpaces competitors with its script-based run-book automation.
Knowing how important numbers are to Arago’s target audience, we highlighted key data points while utilizing CSS transitions. This allowed us to clearly showcase the business impact of Arago’s technology, calling direct attention to the points that are the most significant to potential customers.
Speaking the language of the target audience has prompted site wide conversion rate to increase from 0.2% to a more healthy 1.8%, and the conversion rate continues to climb.
We are proud of the website, but as is true to any Growth Driven Design and Inbound Marketing practice, we view this site as a continuously improving platform. We foresee even greater success for the website and our client, Arago, in the months to come.
Please feel free to take a look for yourself: www.arago.co.
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