How TSL Helped a
SaaS Company Develop
a Winning Digital Brand

“The new website is exactly what I was looking for. My experience with the TSL team is perfect, as always!”

- President of QAD CEBOS

[ The Challenge ]

QAD CEBOS is a leading provider of quality management and management process system software solutions and services. Working with companies in the automotive, medical device, and industrial manufacturing industries, QAD CEBOS helps ensure government compliance measures are being met, obtaining results in the most efficient way possible.

With a primary focus on quality, QAD CEBOS aspired to be on the cutting-edge of management software. Its plan for achieving this involved not only investing in new technologies (e.g., the cloud) but also shifting the industry’s mindset toward a more holistic view of the entire supply chain process (vs. just the end) to save time and money. To create new market opportunities as part of this transformation, QAD CEBOS needed to completely re-envision and reinvigorate its brand to properly establish the company as a thought leader of this new approach.

Tasked with this new initiative, TSL immediately noticed that the QAD CEBOS website was lacking authoritative power. Stronger messaging was needed that could demonstrate the company’s commitment to quality as a trusted voice in the manufacturing space. Additionally, QAD CEBOS needed to promote its differentiators and attract more visitors with engaging content — particularly to contend with the number of competitors growing within the SaaS marketplace.

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BEFORE

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AFTER

TSL’s main goal was to help QAD CEBOS completely overhaul its website and branding strategy after determining the company’s current standing, how its site was performing, and the areas where it could improve.

[ The Solution ]

In 2017, TSL revamped the QAD CEBOS website using Agile methodology. This involved developing a launchpad website plus a set baseline for performance so QAD CEBOS could more easily track growth. Using this data-driven approach, TSL was able to continue evolving the QAD CEBOS site based on KPIs such as web traffic, conversions, and organic search.

After testing several iterations of the QAD CEBOS website, TSL determined that content focused on Advanced Product Quality Planning (APQP) was engaging visitors. In fact, an APQP-focused blog post emerged as the highest performer on the entire QAD CEBOS site. According to the American Society for Quality Automotive Division, the APQP process provides structured protocols for manufacturers to progress critical tasks from concept approval to final production. These guidelines ensure that manufacturing products are meeting quality standards and is of great interest to QAD CEBOS target audiences.

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Armed with this information, TSL designed and developed a digital infographic inspired by the high-performing APQP blog post as another content piece for QAD CEBOS to share. APQP-based search terms were also refined as part of SEO optimization. Lastly, to further capitalize on audience engagement with APQP, TSL helped QAD CEBOS plan, implement, and evaluate an APQP webinar to drive the company's thought leadership and expertise in this area. The outcomes saw increases across the board, from the number of registrants, to actual attendees, to the resulting conversions.

These are just a few examples of how TSL refined the QAD CEBOS brand messaging in order to emphasize what makes it stand out in the field of quality management.

[ The Results ]

YEAR OVER YEAR, QAD CEBOS SAW EXPONENTIAL PERCENTAGE INCREASES IN WEB INTERACTIONS:

+1068.83%

INCREASE IN NEW
USERS

TSL Case Study Stat 2-min

+1067.14%

INCREASE IN OVERALL
WEB TRAFFIC

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+1033.52%

GROWTH IN
ORGANIC SEARCH

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+Percentages based on 2019 performance

THE ROI IN REBRANDING

32%

INCREASE IN WEBSITE CLICKS

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55%

INCREASE IN WEBSITE VISIBILITY

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WEBSITE PERFORMANCE

Multiple keywords consistently in the top 5 positions on Google Search

Home of the top-performing page across all QAD brands

Generated an average of 72 conversions/month

SUCCESS WITH WEBINARS

60%

OF REGISTRANTS
ATTENDED EVENTS

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3363

GOAL
COMPLETIONS

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741

GOAL COMPLETIONS FROM
THE APQP WEBINAR ALONE

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[ The Impact ]

Through its partnership with TSL, QAD CEBOS developed a strong digital brand, touting itself as a company that promotes a preventive approach to operational excellence. As a result of the company’s rebrand, QAD CEBOS’ cloud business emerged as a front-runner, and its new marketing strategy led to huge wins in sales, including closing a deal with a large, well-known electric vehicle company.

With TSL’s assistance, QAD CEBOS soon acquired a full-circle approach to marketing that includes a personal touch through engaging content and relevant events. The new website was a success in terms of increasing the visibility of the QAD CEBOS brand, boosting web interactions, and positioning the company as the industry leader it was ultimately striving to be.

“I am very impressed with the energy I am getting and the follow-through.”

– President of QAD CEBOS

[ About QAD CEBOS ]

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Since 1995, QAD CEBOS has been providing enterprise-wide quality management and management process system software and services. Over 350 quality-minded customers use QAD CEBOS in every aspect of their manufacturing business.

[ About TSL ]

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Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.

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