DIGITAL CUSTOMER PERSONAS & WEBSITE JOURNEY 

Executive Summary 
SKYGEN engaged Branigan in the research and development of comprehensive, holistic digital marketing personas. As a result of the insights gathered via primary and secondary data research, a project that started with existing buyer personas rooted in specific job titles shifted to larger, scalable personas. This change was based on prospects’ areas of focus and consistent throughlines derived from interviews and online journey mapping.

In the end, it became clear that job titles were less important to the process than shared pain points. - MORE -

Methodology of Research & Presentation
To reach a full understanding of SKYGEN’s brand and the audiences it serves, Branigan conducted a deep dive into background industry information, customer perceptions and internal perspectives via primary and secondary data collection.

We had conversations with the SKYGEN leadership team, sales team members and customers. Building information from those conversations, we applied insights from SKYGEN digital data, including website and HubSpot metrics, to our primary research to provide a holistic view of prospective customers, as well as how they navigate the search for healthcare benefits administration software and consultation services.  - MORE -