SENTINEL
Services we provide:
- Discovery
- Strategy
- UX/UI design
- Website development
- Kentico implementation
About Sentinel
Sentinel is one of the largest employee benefits providers in the Northeast with 4,000+ clients and more than 250,000 plan participants. Sentinel partnered with SilverTech for their website redesign to accentuate their competitive advantages to other providers and strengthen brand messaging and company culture online. Additionally, they wanted to highlight Sentinel as a one-stop-shop benefits provider for employers and employees. Sentinel sought SilverTech’s expertise to create an experience geared towards the individual including storytelling elements through iconography, lifestyle-type imagery, and testimonials on their website.
The Process
Sentinel chose SilverTech’s recommendation of Kentico for several reasons. What appealed most to them was the easy-to-use interface for content editors, the ability to tag content clearly and effectively for multiple user groups, varied ability levels/place in the sales funnel, and the platform’s marketing automation abilities. Since the main goal of this website redesign was to create lead generation, the power and customizable functionality of the Kentico CMS coupled with the easy-to-use personalization and marketing automation features was a no brainer for Sentinel.
The Challenges
SilverTech faced several challenges throughout working on this project. One of the pains of Sentinel’s old site was that the homepage was difficult to use, asking users to act before understanding who Sentinel is. The new website clearly communicates the Sentinel brand before asking users to act. Another challenge that SilverTech faced was placing educational materials and related resources in a location and manner on the website that would be the most beneficial to users. This would make it easy for users to find information on their own and eliminate the need for Sentinel to send users direct links to the information. Sentinel loves the new website and SilverTech was able to address all the challenges of the old website.
RESULTS
Insights from SilverTech's VP of Solutions Architecture
By: Erin Presseau | 8/17/23
SilverTech is doubling down for clients this year with some strategic hires the agency is making to stay at the forefront of the industry. These new changes strengthen the renewed focus on deepening client relationships by helping clients to push digital maturity, user adoption and progressive positive outcomes.
I sat down to chat with one of these new hires, Steve Callan, who has joined SilverTech as VP of Solutions Architecture. His role will be to deliver technical strategy and solutions to the agency’s key client accounts. Here’s what Steve had to say:
Steve, I know you've had a successful career thus far working in senior marketing technology and data analytics roles. So, what made you decide to join SilverTech?
I've always been drawn to brands with a good story. When I first visited the SilverTech headquarters nearly 15 years ago, they were in the middle of renovating a newly purchased, but woefully neglected, 1800s schoolhouse. Nick and Jeff could have more easily bought a commercial office building or built something from scratch on a plot of land, but they didn't. They had a shared vision and overcame the challenges to see it become a place that could easily rival any big agency. Their passion resonated with me. It was a literal analogy for how I knew they approached their work: with an appreciation for what matters, vision, and the ability to see it through.
I've seen so many agencies that fail to understand the bigger picture and treat each client as simply a transactional engagement. SilverTech is different, I could see it back then and I still see it today. For me, it’s an honor to finally be a part of that culture and share it with new clients.
How do you see your role, VP of Solutions Architecture, benefiting SilverTech clients?
My role is to guide our clients through their complex digital initiatives. I help them choose the best technologies to meet their goals, then design a plan that will lead to success, both short and long-term.
It's cliché, but true, that we only succeed if our clients succeed. However, success should not be measured solely by getting a project live. Too often, I hear from marketers who have celebrated their site's launch, only to realize shortly after that the solution lacked extensibility; that there was no plan for how parallel projects x, y, or z would connect to it; or how quickly the digital world evolves and would require adaptation. At best, the lack of long-term road mapping can lead to costly integrations or rearchitecting. At worst, it can stifle business momentum, and if that happens, we all fail.
What do you think is happening in the market today that we need to keep an eye on?
I believe we are entering a time of "the great digital rebuild". There is a new generation of marketers taking the reins, and they finally have a chance to bring about the change to their brands that they have longed for. This generation is tech-savvy, purpose-driven and cares deeply about how their message is presented to their customers.
Over the next 5 to 10 years, I see tremendous internal and external pressure and expectation for these new leaders. For them to succeed they will need to believe in their purpose and find trusted guides to see them through the challenges they will face to realize their vision.
Will AI play a big role for our clients in the near future?
Yes, most definitely. Again though, it will vary from company to company depending on where they are in their digital maturity. For some, it may be the use of a chatbot or an intelligent search module, and for others it may be used to analyze a product catalog, to personalize content or an unlimited number of other use cases.
What should be important to clients who leverage AI is how it is applied, where the data is securely stored or distributed and whether or not there is confidence in the recommendation engine. We embrace AI at SilverTech but, like anything, you have to ensure it is being used for the right reasons and with the right safeguards.
Thank you, Steve!
We are so excited to have you on the team! I'm sure the next time I’m sitting down with you to write an article, it will be a client success story.
Steve is happy to answer questions about how he can help new or existing client organizations so please reach out if you’d like to chat with him directly.
