Gamify Your Marketing Technology for Better Workflow and Happier Clients

If you’re like us at SEER Interactive, you use marketing technology to manage your clients’ (or your own) web presences. You use it to get insight into your core processes, like content creation, execution, optimization, and competitive analysis.

We’ve been using Conductor Searchlight for several years, and it’s a great fit for us: we use it to manage our workflows and get crucial insight for our client services. Still…we had this nagging feeling that we could be doing even more with it.

It’s a powerful platform and I wanted to know how much value we could really get out of it. (Were we driving a Ferrari under the speed limit?)

Around the time we started feeling this way, we mentioned it in passing to our Conductor Customer Success Manager. She suggested we launch an internal contest to incentivize SEER’s account management team to come up with new ways to get the most out of Searchlight, trying to “push it” to the limit. So we put about $2,000 in flight gift cards on the line, and off we went.

Getting Value through Workspace Competition

SEER believes in innovation in all places, so when we launched the contest we knew we’d find new ways to use the Web Presence Management platform. We created five teams and asked each team to come up with six new searchlight workspaces. (Workspaces are a Searchlight feature, reporting and task dashboards that you can create with custom widgets.)

Workspaces would cover a range of target areas for our clients, like search competition, content analysis, and keyword research.  The goal was to develop the best keyword research or competitive analysis report using only Conductor tools.

We challenged each team to come up with new ways of thinking about the business challenges their clients face on a day-to-day basis and make use of the data available in Searchlight to help our clients address those challenges.

If you’re using a marketing technology platform, you could use the same method to ramp up your team. If you use Searchlight, try out these workspaces and let us know what you think!

“We challenged each team to come up with new ways of thinking about the business challenges their clients face on a day-to-day basis and make use of the data available in Searchlight to help our clients address those challenges.”

The Winning Searchlight Workspaces

The education client we created the below workspace for is considering moving from a “.com” domain to a “.edu.”  This workspace lets the client easily see, at a glance, how their primary .edu competitors have shifted in the last two months.

marketing technology workspace for .edus

This workspace is an executive report; it auto generates every month and gives high-level snapshot into what has changed month over month.

executive report in a searchlight workspace

This dashboard gives our client a snapshot into how their domain is tracking against key metrics and goals.  The dashboard is particularly powerful because it captures progress against goals for many metrics on one screen.

marketing technology metrics

This dashboard gives an executive view of our clients against their primary competitors.  The report includes details on how the clients competitors are beating the client, and steps they can take to overtake them.

executive summary report in conductor searchlight

Feedback from the Workspace Competition

After the contest ended, we surveyed the account management team about the program’s success.  Every participant agreed that the program was an effective way to learn about Searchlight, and that they walked away with something they did not know about the marketing technology’s capability prior to its start.

I love this idea of getting people involved in an effort to get better usage out of a product for not just the company but our clients. Before this competition even ended, I was using these reports and new functions. I learned how to use the platform to inform decisions, create content for clients, encourage quicker arch updates and give them an idea of the competitive landscape.

When we asked participants about Searchlight’s ability to entirely replace their existing client reporting, 80% or stated it could replace their existing workflow.

“When we asked participants about Searchlight’s ability to entirely replace their existing client reporting, 80% or stated it could replace their existing workflow.”

I really loved this competition. I learned a lot playing around in Conductor and from my team members. I liked that we each found different things, with some overlap too.

Get a deeper look into Searchlight Workspaces with Jamie Urishko’s post:How to Create a Content Workflow in Searchlight.