The Speexx websitehas been a strong communication channel offering high-level messages and industry-related content to showcase the company’s leading position in HR and Learning and Development sectors. Over the last 2 years, so many optimisation works (development, de-Avada, SEO… etc) has been done. Now, we want to maximise the value of all the hard work.

Previously, this has been done in a case-by-case manner. Now it is clearer than before that we should raise the volume to communicate our integration capacity on the website for easier access to this part of our offering.

So… we decided to do something about it, in collaboration with the Integrations Team.

Due to the nature of Integrations, we can only provide meaningful content while we also have real examples and information to back it up without the risk of revealing too much technical insights. Therefore, this communication project happens in the common ground between Integration and Customer Stories.

Here we can decide how the integration messaging framework fits between different types of communication.

Plus, talking about our integration capacity could also attract a different but relevant target group: partners. This newly developed way of addressing to the technology-oriented professionals can bring in new opportunities.

While we do recognise the risk of revealing too much business critical information regarding how we can achieve this level of integration capacity. The content curation becomes more delicate.

Industry-benchmarking helps us to know how our competitors are doing with this topic and how they are tackling certain challenges, plus some other valuable insights. So, this step is vital, especially for web related projects.

After the industry-benchmarking we have more or less an idea what to include on the integration overview page. But, how do we also address to the new target group (integration partners) even more?

The CTA is the key element for our audience to take action (so called Call-To-Action). Therefore, we should find a way for the new target group to also take action when they want.

We decided to add an extra pre-set value in the CTA to highlight this form submission comes from the very individual integration page so when the data is handled, the interest of certain integration stands out more and it is easy to drive the sales conversations forward.

There is a problem of… credibility (evidence, example, proof… you name it)

For providing Customer Stories as evidence to prove we can integrate with customer’s existing ecosystems, we further developed an existing structure in the Customer block on Wordpress.

We built a logic between the integration landing page and the customer block. When an integration is indicated in the customer block, this story will be displayed on the very individual integration page. For instance, as we indicated on the Club Med customer story landing page that Workday is the integration, this customer story landing page will also be displayed at the bottom of the Workday integration page.

We haven’t got enough stories to fill all the integrations we want to talk about. Currently, we only have customer stories use Corner Stone, Workday and SAP SuccessFactors. What do we do about it? Plus, we would at least want to show several stories under each integration for a better credibility in a more balanced layout. So, what can we do if we only have one or two stories for some integrations?

In the world of Integration, there are two categories:

It means we might have customers that use the integration technology that Workday uses, but they don’t exactly use Workday. Therefore, if we can include companies that use the same technology as Workday, we can still demonstrate our technical capacity even when we don’t have enough stories using the very brands.

So, the ultimate solution here is to also identify which integration platform brand uses which integration technology(s) with a hierarchy. This hierarchical logic determines the integration platform as the primary value to trigger a story to be selected and displayed on an integration landing page. If there’s not enough story using the integration brand, the hierarchical logic takes the integration technology as the secondary selector to display stories. For instance, we need to display at least 2 (ideally 3) stories on an integration page. As we indicated on the Club Med customer story landing page that Workday (technology xAPI, hypothetically) is the integration, this customer story landing page will also be displayed at the bottom of the Workday integration page. If Club Med is the only story that uses Workday integration platform brand, the logic would go to search for another story that uses xAPI and display it/them on the Workday landing page.

The reality:

Therefore, the hierarchical solution is paused. For now, we only show the stories that use the exact integration brands. If not, we show nothing.