Seismic: Vertical Industry Content

Seismic Industry Vertical Web Pages interviews content

Background

Seismic is a leader in enablement, helping organizations engage customers, enable teams, and grow revenue. The company’s sales enablement platform, the Seismic Enablement Cloud™️, equips go-to-market teams with the skills, content, tools, and insights they require to succeed. Seismic boasts over 2,000 customers around the globe, ranging from some of the world’s largest enterprises to startups and SMBs.

Business Problem

Seismic needed to better articulate its value proposition and improve vertical industry content on its website. Content on existing web pages was outdated and required updates to be consistent with Seismic’s current messaging platform. The website hierarchy for the industry pages also needed revising.

Solution

Callan Consulting began this project by conducting interviews with Seismic subject matter experts representing sales, marketing, and customer success to gain an understanding of the challenges customers face in each industry and how the Seismic value proposition pertains to them.

Based on the insights from the interviews and Seismic’s web traffic data, Callan Consulting prioritized the industries to highlight and recommended a content hierarchy and industry verticalization that included ten top-level pages. After collaborating with Seismic’s web team on the page and copy block structure, Callan Consulting wrote the vertical industry content for the ten industry pages.

Results

Seismic’s leadership and go-to-market teams were very pleased by the results, with dedicated industry pages that reflected the company’s new messaging. The insights from the discovery interviews proved to be so valuable that Seismic requested a follow-on project to create eBook content for its top financial services markets.

Client Feedback

“Callan’s support across our industry vertical webpages provided much-needed relief for our Web and Content teams during a major moment for our website and our brand. Additionally, the feedback from our executive and go-to-market leadership teams was overwhelmingly positive.’’