Investment Metrics Case Study Logo

Strategy, Brand, Creative and DevelopmentInvestment Metrics Homepage Desktop

In 2018, SmartAcre started working with Investment Metrics, a provider of investment performance analytics and reporting solutions, to provide them with marketing strategy and demand generation to help them build the brand, create a scalable demand generation strategy, and ultimately increase revenue.



Increase in web leads within first 6 months


Speed in launching new website


Increase in new users

The Challenge

Investment Metrics hired SmartAcre to help implement lead and demand generation strategies such as paid campaigns, nurtures, and other marketing initiatives to drive revenue. After an initial kickoff, SmartAcre recommended updated branding and messaging that fit Investment Metrics’ current positioning and would also help them stand out to their target markets.

This branding and positioning would then need to translate to their website, which wasn’t competitive. It included inconsistent and outdated messaging that no longer fit their business model, plus a disjointed customer experience, making it hard to find information.

Our Approach

To correct these inconsistencies and improve Investment Metrics’ online presence, SmartAcre compiled a plan for the design, development, and roll-out of a new web property. The focus of this plan was to improve user-experience, design, technology, and messaging that supported lead generation, engagement, and a more accurate representation of the brand across mobile and desktop.

SmartAcre initially created a web strategy document, which provided clear requirements and recommendations for the entirety of the project. These were determined based on the findings accumulated through research, evaluation of existing analytics, and installed technologies, client interviews, and competition review. During this process, SmartAcre simultaneously developed updated target personas. By doing this, SmartAcre created guidelines for the updated branding and content for the website that would attract ideal customers.

Using findings from the web strategy document, SmartAcre determined how users will interact with the website, identified user flows, and laid out the foundation for how the website would convey the client’s brand messaging, marketing, and business objectives.

This process aided in the creation of the information architecture document and wireframes for unique page templates. These deliverables allowed SmartAcre to:

  • Visually plan the flow of the website, marketing-to-sales process
  • Determine if content/messaging is being presented appropriately
  • Identify placement of navigation and buttons, calls to action, and key features and functionality

Once the wires were created and approved, SmartAcre began to work on creative comps for the home page and secondary pages that appropriately reflected branding, marketing, and business objectives while using UX and IA documents, as well as input from the client. As a part of SmartAcre’s process, mood boards were first compiled that consisted of creative elements to inspire the new design. After the client approved the different visual elements, the SmartAcre design team put together comps for the homepage as well as secondary pages.

investment metrics moodboards

With these approved designs, information architecture, and wireframes, SmartAcre’s development team began to program and develop the front-end templates and back-end customization to bring the new website to life.

The Results

SmartAcre accelerated the website redesign process to hit specific due dates set internally by Investment Metrics in order to hit a launch date in the new year. Within almost two months, SmartAcre was able to provide the following for Investment Metrics, which aided in current and future lead and demand generation initiatives:

1. There is now a clear value prop and messaging aligned to who the client helps and their differentiators. Examples include a concise and simplified navigation, as well as an updated homepage Aspot.

Investment Metrics Navigation

2. Due to how the content is presented, both pageviews and new users on the website increased, allowing leads to get the information they need to make an informed decision

investment metrics new users in google analytics

3. The mobile-friendly update, as well as general optimizations, lead to a significant increase in page speeds. For example, the homepage went from a score of 1 to 69 according to Google’s PageSpeed Insights.

Investment Metrics homepage mobile site speed post launch

Investment Metrics Homepage Mobile Site Speed Post Launch

Investment Metrics homepage mobile site speed pre launch

Investment Metrics Homepage Mobile Site Speed Pre Launch

4. According to Moz, crawl errors dropped from 325 prior to launch to 41 as of June 27, 2019

moz crawler report


By using a data-driven strategy to update Investment Metrics’ brand and improve customer experience, SmartAcre was able to move the needle on both lead generation and website traffic. With insights into how their prospects are using their website and interacting with their brand, Investment Metrics is able to leverage that data to make informed decisions on how to move their prospects through the funnel.


About Investment Metrics

Investment Metrics powers the global institutional investment community by providing top investment performance analytics and reporting solutions fueled by one of the industry’s leading databases. Our platform enables the world’s investment professionals to analyze and report on over $10 trillion of assets under advisement with accuracy and efficiency. By leveraging our unprecedented insights into global asset allocation trends, performance benchmarks, asset flows, plan sponsor and style universe performance, we empower our clients to make more informed investment decisions.

More case studies.

A Natural Extension of Your Marketing Team

In 2016, SmartAcre partnered with third-party logistics company, 3PL Central, to build out an integrated marketing program. As an extension of the 3PL Central marketing team, SmartAcre provides additional expertise and bandwidth to accelerate marketing ROI.


Omni-Channel Account Based Marketing

SmartAcre helped the IBM Watson team accelerate account based marketing programs by providing lead and demand generation strategy and execution.


Custom Lead Attribution Through Pardot and Salesforce

SmartAcre collaborated with Maintenance Connection to accelerate their marketing campaigns and provide a deep understanding of their lead nurturing effectiveness.


Lead Generation in 30-60-90 Days

SmartAcre partnered with a niche accounts payable automation solution company to increase their lead volume and create sales opportunities during the first 30-60-90 days of the engagement.


3PL Central’s Organic Traffic Skyrockets by 45%

SmartAcre collaborated with 3PL Central in order to complete a website redesign. By creating a more user-centric website experience, 3PL central saw many improvements in lead and demand gen.


How Lead Attribution & Automation is the Future of Client Enablement

SmartAcre helped client, Exact MAX, automate and clearly designate lead status based on agreed upon definitions.


Lead Generation Through High Value Content Creation

SmartAcre helped client, Cloud Elements, develop a piece of long-form content that resonated with their core audience, tech-savvy developers, but also powered their inbound marketing machine.


Campaign Acceleration using Silverpop

SmartAcre helped IBM Watson with strategy and consulting, buildout of digital solutions, and managed campaigns with Silverpop marketing automation.


Account-Based Lead Assignment using HubSpot and Salesforce

SmartAcre helped Smartling develop and implement a scalable, enterprise-wide, custom solution to assess lead quality using HubSpot and Salesforce.


Customized Salesforce Quoting

SmartAcre helped a leader in vendor risk management and cyber threat intelligence analytics setup and launch a customized quoting process using Salesforce.


Demand Generation for Webinar Registration

SmartAcre helped BioDiscovery increase the demand for webinars by effectively managing campaigns through HubSpot and their webinar platform.


Lead Generation through Online Advertising

AlchemyAPI worked with SmartAcre to develop a paid advertising plan to accelerate lead generation efforts in a three-month time frame.


eBook Pre-Launch Testing Strategy
Gated eBook using lead & demand generation tactics

SmartAcre helped Cloud Elements develop a pre-launch eBook strategy using HubSpot, PPC, keyword research, social media content and crowdsourcing.


Blog Redesign using HubSpot

SmartAcre worked with Cloud Elements to enhance their blog using HubSpot through responsive design, dynamic content and auto-publishing features.


Lead & Demand Generation

SmartAcre helped AlchemyAPI, an IBM Company, to accelerate lead and demand generation efforts by adding velocity to inbound marketing.


eCommerce Website Redesign

With nearly ¼ of all Web traffic coming from mobile, Bangor Cork needed a responsive web design to improving user experience and conversion rates.


Web Redesign & Responsive Design

LCTI needed a responsive website that would be a hub of information for students, parents, and staff members and appeal to audiences young and old.


Online Visibility

SmartAcre used social media to generate online visibility for Bethlehem Burners, engaging with a community who ultimately became their customers and advocates.


Web Development and ERP Integration
Web Development and ERP Integration

EIC needed a new website to better represent their brand and enhance user experience while supporting their growing mobile audience.