Lifecycle is a global telecommunications software solution provider for network operators, MVNOs (mobile virtual network operators), IoT providers and a wide range of partners. In 2020, Lifecycle became part of the Lumine group of companies. Lumine’s focus is on the acquisition, strengthening and growth of vertical market software companies that have a proven track record and exhibit excellent growth potential. Within its first year within the group, Lifecycle has already won a huge investment into its OCS software, elevating it into a true SaaS platform. Lumine Group is a portfolio of Volaris Group, a subsidiary of Constellation Software Inc. in Toronto, Canada and is listed on the TSE with revenues in excess of 3 billion USD.
After their acquisition, Lifecycle Software became aware that their existing website was dated and did not reflect their new identity as a corporate company targeting clients around the world. They needed to build a new website that reflected their values and could effectively communicate what their products were, their benefits and who needed them. The marketing team had limited resources in terms of content creation and existing technical content, making it difficult to provide copy for the new site. In addition, the group-set deadline for the launch of their new website presented the need for a very tight turnaround – 8 weeks from scope to launch .
Lifecycle Software was referred to Breckenridge after the successful completion of another web development project for another company in the group, WDS Group. Breckenridge undertook a strategic messaging workshop with the Lifecycle to learn more about their customers’ needs, pain points and goals. This was done by developing the company’s buyer personas, outlining the buyer journey and mapping customer needs to product features.
Keyword research was undertaken to ensure that the website content would be relevant and aligned with organic search trends in their industry.
A technical copywriter then took over, writing the web content from a user perspective, using SEO-optimised language and terminology that Lifecycle’s buyer personas would identify with.
The site was built in HubSpot, featuring user-friendly modules that are highly customisable but still protective of the excellent design and branding of the new site. HubSpot’s powerful CRM and content management system working in tandem means that the website would be able to grow with Lifecycle well into the future by leveraging the excellent inbound marketing and data management tools within the platform.