The context: a mature product in a crowded market

Mooncard provides smart corporate payment cards. In a very competitive expense management market, its positioning had become diffuse and its website no longer reflected the quality of the product. iytro, through Annie Hurley, led the overhaul of the digital ecosystem, the brand positioning and the product marketing function.

The diagnosis

• A diffuse positioning in a crowded market.
• Technical and design debt on an ageing website that held back conversion.
• No product marketing to connect the product vision to the sales pitch.
• An under-exploited public sector, with no dedicated marketing approach.

What iytro did

Digital ecosystem

A full website overhaul, from site mapping to deployment, in a four-month sprint.

Product marketing

The ideal customer profile was refined and sales collateral created so that pitches matched real product benefits. Sales playbooks were updated with product releases and field insights.

Content

A top-of-funnel editorial strategy aimed at financial decision makers.

Public sector

A dedicated marketing and communication framework gave the public sector the same strategic weight as private markets. Traffic and conversion were tracked by segment to shift budgets as needed.

The results

• New platform live in four months, with an immediate improvement in brand perception.
• Higher visibility on strategic search queries thanks to the new architecture and content.
• Positive internal feedback, especially from the public sector sales team.
• Easier closing: prospects understand the product better.

"Bravo, you've built an incredible team." MB, CRO, Mooncard

What this case shows

When the need is a defined project with a deadline, a senior expert brought in for that project is the fastest route. That is what iytro On-demand is for.

Further reading: how to outsource a marketing project and the marketing strategy audit checklist.