Intent-based demand generation for B2B digital marketing.
Wavestone is a global IT consulting firm that generates content on a biweekly basis to position themselves as an industry leader. As part of the marketing plan, Wavestone is gathering leads’ intentions on specific topic segmentation for retargeting marketing purposes and identifying potential leads. 


August 2021


2X Marketing


UiUx Designer


User experience research and strategy, Visual Design, Branding Guidelines



As and consulting company that helps other companies solve problems, Wavestone recognized that in order to effectively generate leads, they needed to offer high-quality content on a consistent basis. However, they also realized that not all target audience is interested in all of the topics. In order to improve their demand generation efforts, content topics segmentation was segmented based on specific topics to target their potential leads effectively.


  • Producing assets on a consistent basis: Generating a large amount of content and assets on a consistent basis can be challenging, as it requires a significant investment of a team of writers, designers, and developers.

  • To create specialized landing pages for different topics and campaigns, each with its own design, copy, and form. This may have required testing different landing page designs, layouts, and forms to find the ones that worked best for their audience.

  • Restructuring the homepage website content architecture based on audience needs and pain point

Research & Observation


Part of the UX solution to the challenge of creating content at acceleration while maintaining work quality is to create a templatized design system and utilize CMS design features. A templatized design system can help Wavestone create content faster and more efficiently while still maintaining a consistent and professional look and feel.

  • Create a style guide: includes all the elements of the design system, such as typography, buttons, forms, etc. This style guide can be used as a reference for all future design decisions.

  • Utilize the Content Management System (CMS) tools: This will allow easy new emails, landing pages, and posts creation, control the layout and design of each page, and able to cut down on the developer’s resources

User Journey

Topic segmentation and sales funnel user flow are key to Wavestone’s demand generation strategy. By identifying the topics that are most relevant to their target audience, creating content that addresses those topics, and optimizing the user flow, Wavestone can effectively generate leads and improve the effectiveness of their retargeting marketing strategy.

Design System

End Product


Wavestone implemented a content marketing strategy that included a mix of content; blog posts, whitepapers, and webinars, all of which were focused on specific topics within the IT consulting industry. 

In order to reach the target audience effectively and to drive traffic to the campaign landing pages, marketing assets like social media posts, email, and paid ads are required.

A series of template designs were created to ensure consistency and an efficient structure for creating new content. The templates include social posts, email, gated landing pages, and ad templates designed to greatly accelerate the campaign creation quickly and aesthetically consistent with other pieces, while also saving time by not having to recreate basic design elements from scratch.

1. Social post templates:

2. Google display network ad templates:

Light and dark ads design created for A/B testing purpose. This to compare two versions of an ad strategy by changing variables such as ad images, ad text, audience or placement when needed.

3. EDM template:

A design system of EDM templates was created for each component of the email structure. The purpose of the components is to provide a standard structure for emails to cater to different styling of content and make it easier to create visually appealing, professional-looking emails quickly and efficiently.

Email structure components:

4. Landing page and thank you page template:

The goal of a landing page is to have prospects hand over the desired information in exchange for the content or offer. Navigation of the page should be kept to a minimum and coupled with a clearly presented CTA to help visitors quickly see the value in the page’s offering.

A single goal landing page is designed to achive one spcific goal which is to capture visitors information. Unlike a traditional website, which may have navigation links, multiple pages and sections, a single-goal landing page is focused on a single objective and removes any distractions that may detract from that goal and minimize visitors from bouncing off the page. External links such as other related resources, social media, and contact are kept on the thank you page after visitors fill in their information on the demand-gen form. 

5. Content page template:

The Complete Journey

Summary & Learning

Ready design templates are a crucial tool for accelerating campaign creation, allowing for quick and efficient production that is aesthetically consistent. These templates save time and effort by providing basic design elements that do not need to be created from scratch, freeing up more resources for analyzing visitor behavior, content curation, and campaign strategy. With standardized structures, these templates streamline the campaign creation process, allowing for the production of more campaigns in less time.

Success metrics:

  1. The ready-designed EDM design system enables the creation of an EDM within 30 minutes, compared to 2-3 hours required for a new design.
  2. The EDM design system manages stakeholder expectations more effectively, reducing the need for back-and-forth iterations to a maximum of two times.
  3. The social post and ads template design cuts down design time by half, simply by changing the stock image and copy.

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