ConnectWise Unified Digital Experience Boosts Conversions | Work

Challenge

From 2018 to 2022, ConnectWise grew big time, expanding its team over 72% thanks to the digital shift that saw more businesses seeking cybersecurity and IT solutions.

But with growth came complexity. Managing multiple websites, brands, and technology stacks became increasingly difficult, and the fragmented digital experience was starting to show. With new acquisitions, an expanding product portfolio, and more complex customer needs, ConnectWise realized that the system they were using couldn’t keep up with their expanding operation.

They needed to simplify, consolidate, and streamline their digital experience, but they also needed a solution that empowered their internal teams to manage this complexity.

Targeted Outcomes

Deliver a modernized, cohesive digital experience for customers across multiple websites, content, brands, and technology stacks.
Empower internal teams to better manage a vast and growing volume of content.

Industry

Software

Key Services

Website Redesign/Development→

Data Integration→

Personalization→

Salesforce Integration→

At the heart of the problem was ConnectWise’s collection of multiple, disconnected websites, each serving a distinct function:

An informational corporate site
A conference and event site
A marketplace for customers to purchase additional tools

We focused on understanding how these various digital experiences were operating and, more importantly, where they were falling short. The solution was clear: Consolidate, simplify, and scale.

We moved ConnectWise to a flexible, powerful platform that allowed the company to streamline its multi-site management while setting the stage for future growth. This move wasn’t just about upgrading technology, it was about making things simpler for their internal teams and laying the foundation for scalable success.

With this new platform, ConnectWise’s teams could take full control of their digital presence, making updates quickly and seamlessly. This meant faster updates, less friction, and a significant reduction in dependency on technical developers.

One of the biggest headaches ConnectWise faced was updating content across multiple sites. A single product update could require modifying hundreds of web blocks, leading to as many as 15,000 mouse clicks.

To solve this, Whereoware developed a custom Accelerator, a template engine specifically built for Optimizely. This custom solution enabled marketers to quickly and efficiently update content across all sites. The magic of the Accelerator lies in its ability to apply a single edit on one page, automatically updating all relevant blocks across every site, eliminating the need for manual updates or endless mouse clicks.

Key Benefits of the Accelerator:

Efficiency: Dramatically reduced content update time, allowing teams to focus on higher-value tasks
Consistency: Ensured uniformity across multiple sites, providing a seamless user experience.
Simplicity: Empowered non-technical teams to handle content management without needing developer involvement.

We focused on understanding how these various digital experiences were operating and, more importantly, where they were falling short. The solution was clear: Consolidate, simplify, and scale.

We moved ConnectWise to a flexible, powerful platform that allowed the company to streamline its multi-site management while setting the stage for future growth. This move wasn’t just about upgrading technology, it was about making things simpler for their internal teams and laying the foundation for scalable success.

With this new platform, ConnectWise’s teams could take full control of their digital presence, making updates quickly and seamlessly. This meant faster updates, less friction, and a significant reduction in dependency on technical developers.

Building Customer Journeys & Personalization

With multiple websites, customer segments, and a complex product offering, ConnectWise needed to refine how customers interacted with their sites. They asked themselves: How can we enhance the customer journey and improve cross-selling and upselling without it feeling forced?

Whereoware conducted a detailed customer journey audit, analyzing how users navigated the site, where they dropped off, and what motivated them to take action. This audit gave us a 360-degree view of the customer experience and helped us design more intuitive, efficient pathways that delivered the right content at the right time.

For example, if a customer was browsing the marketplace and already owned one piece of technology, the system could suggest complementary products that made sense for their needs without pushing unnecessary upsells.

This approach allowed ConnectWise to personalize the experience, improving engagement and driving smarter cross-selling and upselling opportunities.

Technology Integrations

To bring everything together, Whereoware integrated key platforms - Optimizely, Marketo, and Salesforce Data Cloud.
This integration empowered ConnectWise to make more informed, data-driven decisions, enabling them to engage customers with personalized, relevant content at the right moment.

By synchronizing marketing, sales, and service data, ConnectWise could refine their strategy, optimize customer interactions,
and drive higher conversion rates through targeted, tailored experiences.

By using the custom Accelerator, content updates were reduced from hours to minutes, ensuring consistency across all sites and saving the team countless hours of manual work each week.

The personalized customer journey strategies were a game changer. With more relevant content aligned to customer needs, ConnectWise was able to create smarter upselling and cross-selling opportunities - without pushing unnecessary products. This streamlined experience drove deeper engagement and improved conversion rates.

Behind it all, the integration of Optimizely, Marketo, and Salesforce brought everything together. By syncing customer data in real time, ConnectWise was able to deliver the right content at the right time. This data-driven approach empowered their teams to refine their marketing strategies and create better customer experiences that drove measurable results.