ActiveProspect
Enhancing Marketing Capabilities Through Development and Integration
Client Overview
ActiveProspect is a consent-based marketing platform that ensures only leads with prior express written consent are funneled into sales pipelines. This helps generate high-quality, verified leads for tech companies while minimizing inactive or fraudulent entries.
Among their suite of products, LeadConduit stands out as a tool designed for lead generation, integrating seamlessly with other tools to streamline lead flow processes. When ActiveProspect approached us, they were transitioning from a freelancer-driven model to a team-based approach to support their growing needs. They required assistance with:
- Redesigning and improving their WordPress site
- Developing a custom real-time API integration for LeadConduit
Objectives
The project focused on addressing four key objectives:
- Improve Website Management: Transition their WordPress marketing site from hardcoded PHP templates to a user-friendly content management solution.
- Enable Real-Time API Integration: Develop a robust integrations page for Lead Conduit to showcase compatible products, functions, and variables.
- Streamline Marketing Efforts: Equip their marketing team with tools to create and manage pages independently, including A/B testing.
- Optimize Technical Performance: Ensure API response speed and load times were maintained while delivering accurate real-time data.
Approach
Website Management Overhaul
ActiveProspect’s marketing site relied on custom PHP page templates, making content updates difficult for the marketing team.
We addressed this by:
- Migrating to Beaver Builder: Introduced a WordPress page-building tool to simplify content management.
- Custom Modules Development:
- Designed modules tailored to their specific design and functionality needs
- Enabled their team to manage content such as text, images, and videos via a front-end point-and-click interface
- Custom interactive forms for lead generation including ROI calculators, Lead Cost Calculators and custom support ticket forms integrated with Zendesk
- Empowering the Marketing Team: Reduced dependency on developers for page creation, allowing the marketing team to focus on campaigns and A/B testing.
Custom API Integration for LeadConduit
For LeadConduit, ActiveProspect needed a real-time integrations page to display partner integrations, available functions, and variables.
We approached this by:
- Understanding Requirements: Collaborated with their team to analyze API documentation and design specifications.
- Architecting the Solution:
- Utilized the WordPress Transient API to temporarily cache API responses.
- Reduced API call frequency while ensuring accurate real-time data.
- Development Highlights:
- Back-end: PHP for handling API requests and caching, and the WordPress REST API for structured data output.
- Front-end: SCSS (Sass) for styling and JavaScript for interactive functionality.
- Cached responses were refreshed dynamically to create the appearance of real-time updates without overloading the API.
Implementation and Launch
The implementation process was structured and collaborative:
- Version Control: Used GitHub workflows and SSH for deploying to their WP Engine account.
- Testing and Approval: All updates were tested in a development environment, with final approvals from the marketing and technical teams.
- Seamless Deployment: Delivered a smooth launch with minimal disruption to users.
Results and Impact
The project achieved significant improvements:
- Increased Marketing Efficiency: The transition to Beaver Builder enabled the marketing team to independently manage and launch pages, removing bottlenecks in their campaigns.
- Enhanced Lead Conduit Integration: Provided a user-friendly interface for partners to explore integrations while ensuring optimal site performance through effective caching.
- Ongoing Support: Over eight years, we have served as Active Prospect’s development arm, continuously improving their WordPress site and supporting their suite of products.
Key Takeaways
This case highlights the importance of balancing technical complexity with usability in digital marketing and SaaS platforms. By integrating user-friendly tools like Beaver Builder with advanced API solutions, we streamlined Active Prospect’s operations and contributed to their long-term success.