Digital

The digital ecosystem is a core pillar of Product Marketing and acts as the operational engine behind demand generation, brand visibility, and inbound qualification. It connects positioning and messaging to execution across web, search, paid media, social channels, and marketing automation - ensuring that traffic, engagement, and intent signals are translated into structured funnel progression.

Website

The website is the product’s primary owned channel and digital infrastructure. It serves multiple strategic functions:

• Demand and lead generation
• Brand positioning and authority building
• Sales enablement and demo facilitation
• Partner marketing visibility
• Technical documentation and product education

All digital acquisition efforts mostly converge on the website, making it the central conversion and qualification layer within Product Marketing.

Website updates are not purely aesthetic; they reflect positioning evolution and go-to-market refinement. The lifecycle of any page (new or existing) follows a structured process:

1. Scope is defined based on messaging updates, pricing iterations, new capabilities, feature updates, campaign needs, or strategic shifts
2. Page structure and UX are designed to reflect the intended objective (education, conversion, enablement, authority)
3. Content is developed or updated in alignment with positioning and GEO/SEO priorities
4. Pages are periodically reviewed for accuracy, performance, and technical integrity
5. Major structural or strategic changes are tracked in the Website Changes file for visibility and governance

Landing Pages

Landing pages are conversion-focused environments created for specific demand generation objectives and campaign planning. They are often intentionally isolated from broader navigation to maximize message clarity and conversion rate.

They require, at minimum, collaboration between:

• The Digital Officer (page structure, build, tracking implementation)
• The Campaign Manager (ads, email assets, workflows, targeting logic)

Landing pages are built within a defined scope such as:

• Campaign-specific support
• Keyword clusters
• Capability or service testing
• Event registration
• Assessment tools

Each landing page is directly connected to a defined acquisition source to ensure message match and measurable performance.

Microsites

In support of ecosystem growth and credibility transfer, as well as to support or enable co-marketing initiatives, dedicated microsites may be developed to serve specific strategic goals, i.e. https://partners.witboost.com/

Forms

Forms represent the technical conversion interface of Product Marketing. Their logic must balance conversion optimization with sufficient qualification depth to support downstream routing and prioritization.

They are used for, but not limited to:

• Content access
• Event registrations
• Demo requests
• Meeting bookings
• Assessment tools

Forms are created on a need basis, capturing only relevant qualification fields. They act as:

• The entry point into the CRM for new contacts
• An enrichment layer for existing contacts
• A workflow trigger for automated follow-up

Marketing Emails

Email Marketing is a structured channel used to support demand generation, lead nurturing, brand reinforcement, and campaign execution.

Emails may take two primary forms:

1. One-off communications

These are single-instance emails deployed according to specific operational needs, such as:

• Announcements & stand-alone communications
• Event invitations

• Time-sensitive initiatives

• Automated/Workflow-based communications

Where communication extends beyond a single interaction, often lives within a campaign logic, and where automation via the CMS/CRM is implemented. These emails are triggered by defined user behaviors or lifecycle stages, such as:

• Content downloads
• Event registrations or attendance
• Ad engagement
• Website activity
• Form submissions
• ABM initiatives

Automated sequences ensure:

• Consistency of messaging
• Scalable follow-up
• Timely engagement
• Structured funnel progression

Email workflows are aligned with qualification logic and funnel stage. They may include educational resources, case studies, product information, demo access links, or meeting booking options. Product Marketing email activity supports structured engagement and qualification. It is designed to move contacts across defined lifecycle stages.

SEO & GEO (Search & Generative Engine Optimization)

SEO for traditional search engines and keyword ranking and GEO to ensure AI-driven systems and conversational engines accurately reference, describe, and surface the brand in relevant prompts and topic clusters - are foundational to long-term organic demand capture.

The two are interdependent, with SEO forming the technical and structural backbone for GEO visibility.

SEO/GEO aims to:

• Capture high-intent search demand
• Improve authority in core product and category topics
• Optimize technical structure for crawlability
• Strengthen competitive positioning
• Improve brand presence in AI-generated outputs

Both are influenced by:

• Content quality and depth
• Domain authority
• Structured data and technical optimization
• Brand and author credibility signals

SEO/GEO Process

SEO/GEO strategy:

• Is defined annually using performance data, OKRs, and positioning priorities
• Is embedded within the broader Marketing strategy
• Informs the Master SEO and Master GEO tracking documents available in Product Marketing’s SharePoint

Execution includes:

• Keyword clustering and prioritization
• On-page and structural optimization
• Technical improvements in coordination with Internal IT
• Monitoring competitor ranking and prompt visibility
• Tracking evolution via Google Search Console and other tools

Contacts generated via SEO/GEO enter the same funnel infrastructure as other inbound sources, with source-level tracking informing segmentation and follow-up logic.

Social Media Management

Social media is used for authority building, ecosystem visibility, and selective demand support.

Its strategic purpose is to:

• Position the company as a category leader
• Amplify product updates and technical insights
• Support demand generation efforts
• Strengthen long-term thought leadership credibility

Primary Channels:

• LinkedIn (B2B engagement, product updates, thought leadership)
• YouTube (product demos, recorded events, educational videos)

The Product Communications Officer oversees publishing cadence and consistency. Product Managers provide technical inputs for feature-related communications.

SEM (Search Engine Marketing)

SEM is a controlled acquisition channel designed to support both demand capture and category visibility. It operates within the broader Product Marketing strategy and aligns with defined audience, positioning, and pipeline objectives. It is a structured amplification layer within the digital ecosystem supporting inbound acquisition, reinforcing messaging consistency, and complementing organic and outbound efforts.

The purpose of SEM is to:

• Capture high-intent demand from actively researching buyers
• Increase visibility within priority accounts and roles
• Reinforce category positioning
• Support mid- and lower-funnel progression
• Expand reach within strategically relevant audiences

SEM activities are structured around clear intent segmentation (e.g., high-intent demand capture vs. awareness expansion), ensuring alignment between audience targeting, messaging, and landing environment.

Campaign design principles include:

• Alignment between ad messaging and landing page experience
• Defined conversion objectives
• Controlled qualification thresholds
• Integration with CRM and reporting systems
• Continuous performance monitoring against agreed KPIs

Channel selection (e.g., search platforms, professional networks, display/video environments) is determined by strategic audience fit and funnel objective rather than by format preference alone.

SEM performance is evaluated using a balanced measurement framework that may include:

• Direct conversions
• Assisted conversions
• Influence on pipeline creation
• Engagement quality indicators
• Contribution to strategic account penetration

Reputation Management

Marketing monitors engagement and external feedback across managed platforms (e.g., review sites, social channels).

Significant positive or negative feedback is tracked to identify potential reputational implications. When required, incidents are escalated and coordinated with Witboost’s Lead Link and Customer Success to review the event and ensure consistent and timely response.