Woodruff Sawyer

The Client

Woodruff Sawyer is a premium insurance brokerage and consulting firm, providing specialized expertise across multiple industries. The company offers comprehensive service offerings and industry expertise to clients seeking sophisticated insurance solutions. As an industry leader, Woodruff Sawyer needed a digital presence that accurately reflected its market position and facilitated effective communication of its specialized services to prospective clients.

The Situation

Woodruff Sawyer’s outdated website no longer aligned with its premium brand identity or supported modern marketing initiatives. Its existing digital platform failed to effectively communicate the company's comprehensive service offerings, creating confusion among potential clients. With a newly identified high-level brand, the company needed to define how its brand would manifest across all digital touchpoints. 

Additionally, Woodruff Sawyer aimed to implement Account-Based Marketing (ABM) strategies, requiring a platform capable of supporting personalized content experiences. The poor integration between the site and Salesforce further limited the ability to capture prospects and append visitor behavior to form submissions, hampering lead generation efforts.

The Challenge

Woodruff Sawyer's digital transformation project faced multiple obstacles, including:

• Translating the new high-level brand into a detailed design system that worked consistently across components and pages
• Creating a flexible content management approach that empowered marketers to build new pages while ensuring brand consistency
• Organizing and migrating hundreds of expert articles across industries with appropriate taxonomy for improved findability
• Establishing proper contextual mapping to support future ABM experiences tailored to target audiences
• Improving the Salesforce integration via Pardot to better capture prospects and visitor behavior
• Building a foundation for personalization that would work with Acquia Conversion Optimization
• Developing a modern, scalable DXP platform aligned with ambitious marketing goals and compatible with the content team's skillset

The Solution

Acquia partner, Elevated Third, led the digital transformation, seamlessly integrating strategy, design, and technical implementation. The solution’s foundation rested on Acquia Cloud Platform, which provided robust infrastructure for a high-performance Drupal DXP. The architecture delivered fast loading times and responsive experiences across all devices — essential for engaging Woodruff Sawyer's professional audience.

Design and content management

For the front-end experience, Elevated Third implemented a sophisticated approach using Drupal's Layout Builder in conjunction with their own open-source Kinetic theme. This combination leveraged Drupal 10's core Single Directory Component feature, resulting in a clean, performant codebase that balanced flexibility with consistency.

Through a carefully configured Layout Builder setup, Woodruff Sawyer's marketing team gained access to a visual library of content blocks they could arrange and customize freely, while built-in guardrails maintained brand integrity through controlled color combinations and design elements. This balance allowed for creative freedom while ensuring every page remained on-brand.

Marketing technology integration

Beyond the website, Elevated Third established the foundation for Woodruff Sawyer's Account-Based Marketing strategy. After thoroughly vetting multiple ABM platforms, the team helped define Woodruff Sawyer's ideal customer profile and designed a pilot program using Triblio to orchestrate intent-based marketing initiatives.

The solution also addressed the connection between website activity and sales follow-up. Drawing on their expertise as maintainers of the Pardot module, Elevated Third created a seamless integration between the website and Salesforce via Pardot. This integration ensured that lead activity would properly merge downstream alongside identified accounts, providing the sales team with complete visibility of the customer journey.

The Results

Woodruff Sawyer's digital transformation delivered impressive, measurable outcomes:

• Increased user engagement: The platform achieved a 29% increase in new users post-launch compared year-over-year, with a 30% increase in time on page and an 18% reduction in bounce rate.
• Enhanced visibility: Organic search improved by 24% post-launch compared year-over-year, with overall traffic increasing by 20%.
• Improved lead generation: Contact page engagements doubled post-launch compared to the year before, with increased downloads and lead capture across the site.
• Marketing enablement: The content team gained the ability to easily create and manage on-brand pages using the flexible yet consistent design system.
• Future-ready foundation: The platform established the technical foundation for Woodruff Sawyer's ABM program, supporting personalized content experiences through integration with Triblio and improved Salesforce connectivity.