Octus
Octus is a leading provider of intelligence solutions for the global credit markets, delivering deep, data-driven insights that empower professionals in finance, legal, and advisory roles to make confident, informed decisions. Through a powerful combination of expert analysis, advanced technology, and proprietary data, Octus helps users navigate complex capital structures, monitor evolving credit events, and uncover actionable opportunities across the debt and restructuring landscape.
ABOUT THE
PROJECT
Vizionality partnered with word-class development agency Profit to build a new website as part of a major rebrand, leveraging both WordPress and Laravel to deliver a high-performance, modern digital experience. As project lead, we oversaw the end-to-end strategy and execution, ensuring the site reflected the updated brand identity while meeting technical and marketing goals. A key focus of the project was integrating all trial request, demo, and contact forms with Pardot (Account Engagement), enabling seamless lead capture and marketing automation.
To support accurate attribution and campaign tracking, we implemented hidden fields across all forms to capture UTM parameters and other key metadata. This data was mapped and pushed into Salesforce, allowing the sales and marketing teams to see which campaigns and channels were driving conversions. The result was a fully integrated lead generation system, aligned with Octus’ CRM and marketing workflows, providing real-time visibility into engagement and performance while supporting the company’s growth and outreach efforts post-rebrand.
OVERVIEW
- THE PROBLEM
WORDPRESS, PARDOT AND SALESFORCE
Prior to the rebrand, Octus faced challenges with a fragmented digital infrastructure that limited marketing effectiveness and made it difficult to accurately track and attribute leads. Their existing website lacked consistency in design and functionality, and forms were not fully integrated with Pardot or Salesforce, resulting in missed opportunities for lead nurturing and unclear visibility into campaign performance. Without proper UTM tracking or centralized data flow, the marketing and sales teams struggled to identify which channels were driving conversions, hindering their ability to optimize efforts and scale outreach effectively.
- THE SOLUTION
WORDPRESS, PARDOT AND SALESFORCE
To address these challenges, we led the development of a new, fully integrated website as part of Octus’s rebrand, built on a hybrid WordPress and Laravel architecture for flexibility and performance. We implemented a consistent, conversion-focused design and ensured all trial, demo, and contact forms were integrated with Pardot to enable automated lead capture and nurturing. Hidden fields were added to each form to track UTM parameters and key metadata, which were then passed into Salesforce for complete visibility into the source and behavior of each lead. This solution provided the Octus marketing and sales teams with a unified, data-driven system that improved lead attribution, streamlined follow-up workflows, and enabled smarter decision-making across campaigns.
As part of the Octus rebrand initiative, we partnered with a development agency to create a new website built on a hybrid architecture using WordPress for content management and Laravel for custom application logic. This approach allowed us to deliver a high-performance, scalable site tailored to the unique needs of Octus’ financial intelligence platform. The website was designed with a modern, professional aesthetic aligned with the new brand identity, while emphasizing conversion points such as trial requests, demo scheduling, and contact forms. Our team led the overall project strategy, ensuring seamless collaboration between designers, developers, and stakeholders to bring the new Octus digital experience to life.
A core objective of the project was to establish a fully integrated lead generation system. We implemented Pardot across all forms on the site and configured hidden fields to capture UTM parameters, referral data, and page-level engagement. These data points were passed directly into Salesforce, populating custom fields that enabled the sales and marketing teams to track lead source, campaign performance, and buyer journey progression. We also built a custom “Request a Trial” workflow in Pardot that included automated email follow-ups and task creation in Salesforce, streamlining lead handoff and accelerating response times for high-intent prospects.
To further support data-driven decision-making, we implemented a comprehensive tracking framework using Google Tag Manager and GA4. Custom event tracking was configured for key user actions, including form submissions, CTA clicks, scroll depth, and video engagement, giving Octus a complete view of how users interact with their site. We then built a branded Looker Studio dashboard that brought together GA4, Pardot, and Salesforce metrics in one place, providing real-time visibility into campaign effectiveness, lead quality, and user behavior. This data infrastructure has enabled Octus to continuously refine its marketing strategies, improve ROI, and make smarter decisions based on actionable insights.
