Driving higher engagement through data-driven content delivery
Skillsoft
Technology, Education
Skillsoft, an innovation giant that delivers transformative learning experiences that propel organizations and people to grow together, has been partnered with Imarc for web design and other strategic work since 2019.
Skillsoft consistently aims to deliver the most helpful information to their audience, so in 2024 they began searching for a way to serve ideal content to specific segments of their online audience.
How Imarc partnered
The challenge
While a tool like VWO, which can change the website from outside the CMS, is a more commonly used option, Skillsoft wanted a solution they could use from within their Craft CMS instance.
Skillsoft's primary reason for this goal was to control all content in one place. This would allow them to avoid different departments making changes in siloed areas, sometimes resulting in conflicting content for users or misalignment in messaging.
The solution
To accomplish the goal, Imarc built a custom module into Craft that reads and stores 6sense data in a server cookie.
For those unfamiliar with 6sense, it's a tool that provides companies with data and visibility to convert pipeline leads into revenue.
Doing this allowed us to add targeting to the content block editors within the CMS. Once in place, that targeting made it possible to serve bespoke content each time a user in a certain 6sense segment navigated to a page containing a content block targeted to that segment.
In addition to the tool itself, Skillsoft wanted to include segment IDs in the URL query string so that they could be tracked using Google Analytics 4 (GA4). There are many ways to execute this kind of tracking, but that was their chosen method. It should be noted that this option also helps a content editor preview how a certain segment sees the content simply by entering the correct URL parameters and allows Skillsoft to put those targeting parameters into links in online advertising.
The results
Skillsoft's new segmentation and personalization tool was able to be rolled out relatively quickly, thanks largely to our engineering team's extensive knowledge of Craft and the ways it can be augmented.
Since its launch on June 20, 2024, the excitement for its uses has only grown. This solution was first added to Skillsoft's homepage and landing pages but has since been expanded to the hero area and some other sections based on its success and ease of implementation.
The future
This tool has been mutually beneficial. Skillsoft is thrilled with their results, and Imarc is now using the thinking behind the tool to expand our segmentation and personalization options to other clients with and without 6sense data.
