Vizrt is running a twelve-month campaign that reframes broadcast technology as a revenue question, aimed at the CEOs, CFOs and COOs it does not usually reach. Blott is building the campaign site behind it: a master page, three industry pages and twelve customer proof pages, with a single email capture sitting between them. This document maps that journey page by page, sets out what each page asks for, and prices the build.
Campaign window
Oct 2026 – Sep 2027, 12 months
Pages
16 across 4 templates
Audiences
CEO, CFO, COO
01 · Objectives
What this campaign is for
Objective 01
Change the frame
Get engagement economics accepted as a real industry conversation, in C-suite language rather than product language.
Journalists chase the idea, not the product
Vizrt surfaces in AI answers on ROI and TCO
Executives ask their own teams: what are we doing with Vizrt?
Karen
Objective 02
Reach the executives Vizrt does not
Recognition at executive level across verticals, so a boardroom meeting starts from discovery already done rather than an introduction.
Recognition beyond broadcast, into enterprise
Two roundtables, London and New York, Q1, fifteen each
Attendance reads as a next step, not a cold ask
Chris and Karen
02 · User journey
Entry to handoff, in one view
Blott builds Vizrt owns Argument made or captured here On-platform path Capture and nurture
03 · Campaign pages
Sixteen pages, four templates
Template 01
Master campaign page
1 page
vizrt.com/campaigns/economics-of-engagement
The master page
The scene setter. Its value is that it is sector-agnostic: a sports reader should see that the same argument applies to their internal comms, which a straight run at sports content would hide.
Modules
Proposition and one arresting stat, the three-pillar frame, the many ways engagement can be measured and monetised, partner commentary, sector selector, send-to-team
Primary ask
Choose your sector. One simple ask, and it should feel obvious.
Micro-conversion
Recognition. “This is about my P&L, not the gallery.”
Exits to
Sports, M&E, Enterprise, or the catch
Measured by
Sector selection rate, scroll depth, forward rate
Blott buildsUngatedBCG commentary, TBC
Template 02
Industry pages, written for the C-suite
3 pages, one layout
/economics-of-engagement/sports
Sports
Rights costs rise, so growth has to come from revenue per fan. Argues that every sports organisation is now a content business.
Content
Eleven modules in fixed order, per the two-pager. Seven audience segments, the widest of the three.
Primary ask
Company email, to unlock the proof pages
Micro-conversion
Belief. It is possible, and someone comparable has done it.
Exits to
Four proof pages, once unlocked
Blott buildsCapture point7 segments
/economics-of-engagement/media-entertainment
Media & Entertainment
Production costs collapse, audiences fragment, margin has to be defended. Broadcast sits inside here as a segment, not as its own page.
Content
Same eleven modules. Five audience segments, covering global networks, regional broadcasters, streaming, news and live entertainment.
Primary ask
Company email, to unlock the proof pages
Micro-conversion
Belief, framed competitively
Exits to
Four proof pages, once unlocked
Blott buildsCapture point5 segments
/economics-of-engagement/enterprise
Enterprise
Alignment, not audience. Town halls judged against prime time, and four departments quietly buying the same tool. The vertical Chris wants the campaign to open up.
Content
Same eleven modules, but eight segments across two named groups. The template carries a grouping level the other two never use.
Primary ask
Company email, to unlock the proof pages
Micro-conversion
Belief, plus permission to treat comms as a cost line
Exits to
Four proof pages, and the likeliest route to the roundtables
Blott buildsCapture point8 segments, 2 groups
Templates 03 & 04
Proof pages and the shared kit
12 pages, one layout
/economics-of-engagement/{sector}/{customer}
The proof page
Written for the stakeholder the executive forwards it to, not for the executive. One customer, one economic result, in language an operator or evaluator can act on.
Modules
Situation, headline figure, what changed operationally, supporting metrics with citation status, quote, what it would take here, talk to us
Behind the unlock
No second form. The email was taken at the industry page, so everything here is open.
The download
The summary is not served on the page. It arrives by email, so the reader has to open it.
Which twelve
Four per sector. Selection still to be confirmed with Rahul and Karen.
Blott buildsOne style ×12Case studies TBC
Shared across all three templates
The component kit
Not a page, but the reason this is not simply sixteen builds. These pieces recur everywhere and carry most of the interaction risk.
Build these once and the twelve proof pages become content. Build them per page and the estimate triples.
Dependency
Vizrt supplies Pardot field mapping and the nurture sequence copy
Blott buildsPardot from Vizrt
Off-platform
Where the journey leaves our pages
Vizrt-owned
Pardot, capture and nurture
The unlock resolves here, and Rahul is already using Pardot to build a database per industry. The form is embedded in-page rather than bouncing out.
Blott dependency
Field mapping and a test campaign available at build time. This is the likeliest source of slippage.
Vizrt ownsEmbedded by Blott
Webinars, when they exist
Chris was clear these are not mutually exclusive with the other handoffs. A Pardot campaign gets built to push a webinar as and when one is ready for a given sector.
Blott dependency
No CTA goes live before the event exists, so the pages need a handoff slot that can be switched on per sector.
Vizrt ownsSwitchable slot
Executive roundtables
London and New York, Q1, fifteen people maximum. Karen owns delivery. Chris is deliberately not making this the focus, so it should read as a natural progression rather than the campaign’s purpose.
Blott dependency
Whether attendance is screened or invitation-only, and whether BCG appears alongside it.
Vizrt ownsFormat TBC
Fifteen minutes with Rohit
Karen’s idea, and the sharpest offer in the set: an off-the-record CEO-to-CEO conversation rather than a demo. Chris framed it as speak-to-our-C-suite.
Blott dependency
How it is routed and qualified, given it consumes the CEO’s calendar rather than a sales rep’s.
Vizrt ownsMechanic TBC
Measurement
The layer underneath all sixteen pages
Agreed 20 August
Visitor identification
Traffic is primarily US and Western Europe. RB2B resolves US visitors to a named person without a form; a company-level tool covers the UK and EU, where person-level resolution is not appropriate.
Why it matters
Most readers never fill anything in. Without this, a page view by the exact CFO this campaign targets is indistinguishable from a bot.
Flag
Person-level identification of EU and UK executives should have a legal read ahead of launch.
Blott implementsLicences by Vizrt
Testing and heat mapping
Agreed in the session: the real success of this campaign is top of funnel, and that means running experiments continuously for twelve months rather than shipping once.
Two layers
Creative and message variants on the ads, then entry-route testing between the master page and the industry pages.
On page
Heat mapping across all sixteen pages, with page-level variant testing as a later phase once the ad-level test settles.
Blott buildsAdds complexity
Answer-engine visibility
Karen’s point: because these pages talk about cost savings, ROI and TCO in C-suite terms, they can surface against questions competitors answer only in product language.
What it means for the build
Structured markup, question-shaped headings and self-contained answers, so a model can lift a claim cleanly with attribution.
Plus
An organic layer aimed at people searching AI topics, feeding the same pages. Additional to paid, not a replacement.
Blott buildsNew objective
04 · Target audience
Three journeys, two audiences
The level split, agreed by Chris. The industry pages are written for the C-suite. The proof pages are written for the stakeholders further down the line, because the expectation is that the executive forwards the relevant sector material to their team rather than reading four case studies themselves. That is one campaign with two registers, and it is the single most important thing to hold onto when the pages get drafted.
Who
Enters via
Path
Ends at
Design consequence
CEOHolistic, time-poor
A paid byline, earned media, or Rohit sending the link directly
Master page, skims, may never choose a sector. If they do, one industry page and no further.
Roundtable, fifteen minutes with Rohit, or a forward to their team
The master page has to land the whole argument alone. Treat depth as a bonus.
CFOCost and ARPU
Byline, or a persona-targeted ad straight to their industry page
Industry page for the model, gives the email, then straight to proof for the numbers.
Report by email, then a sequence, then a conversation
Every claim needs a source they can check, so citations matter more on this journey than any other.
COOCapacity and delivery risk
Paid ads, email campaign, organic and AI search
Often lands straight on an industry page. Wants operational evidence, not models.
Webinar, roundtable
Output, headcount and vendor-consolidation proof has to be visible above the fold.
05 · Agreed
Settled on 20 August
Agreed · Karen and ChrisNot a lead generation campaign
A positioning play, and nobody counts leads per week. Success is discovery, elevated conversations, roundtable attendance, media pick-up and visibility in AI answers. This overturns the funnel slide, which ended at a sales-qualified lead, and it changes what every CTA on the site is for.
Agreed · Rahul and ChrisOne gate, at the industry page
Nobody is served straight into the deep end. The email is taken at the industry page to unlock that sector’s proof pages, and once given it is never asked for again. Every download beyond that point is open.
Agreed in sessionCompany email, and nothing else
One field, with free domains blocked so the address is usable. Name, title and the rest are derived rather than asked for, because each additional field costs a share of exactly the readers this campaign is for.
Agreed in sessionThe report is not on the page
It arrives by email, framed from a senior name, with a fifteen-minute meeting offered. The reader has to open the email, which is what makes the sequence that follows possible.
Agreed · Chris, with Karen’s caveatEntry routing goes to a test
Chris routes bylines, earned media and direct share to the master page, and persona-targeted ads, email and organic to the industry pages. Karen’s view is that bypassing the master page loses the cross-sector argument and reads as lead generation. Resolution: split the paid budget across both routes and let the data settle it.
Parked · Chris and KarenThe calculator is not in scope
Neither has enough to quantify it yet; Chris is working through partners on how a saving would be calculated. Karen’s version, region and control-room headcount against salary data, is the most promising and the most delicate. It returns as an experiment, not as v1 scope.
Estimates
Everything on the journey map marked Blott builds, priced by effort. Rates and days are editable, so this is a model rather than a quote. Change a number and everything recalculates.
Core
The pages, launched
Everything needed to go live in October and run the journey end to end.
Two definition sessions, then sign-off
Four templates: master, industry, proof, component kit
Analytics and event taxonomyAgreed event names before build, so the data is readable in month one
Analytics
—
Visitor identification deploymentRB2B for US, company-level for UK and EU, routed into Slack and Pardot
Analytics
—
Heat mapping and session recordingAcross all sixteen pages
Analytics
—
Entry-route A/B test frameworkMaster page against straight to industry, with clean attribution
Engineering
—
Test design and readoutDefining what a result looks like, and when to call it
Analytics
—
Answer-engine and organic layerStructured markup, question-shaped headings, self-contained claims
Strategy
—
Phase 5 · Optional, and phase two
Engagement calculator, definitionParked by Vizrt. Only starts once Chris has a quantification model.
Strategy
—
Engagement calculator, designHalf a result on page, the rest by email
Design
—
Engagement calculator, buildInputs, model, capture, and the delicate headcount framing
Engineering
—
Roundtable invitation pagesLondon and New York, plus RSVP handling
Design
—
Roundtable pages buildScreened RSVP rather than open sign-up
Engineering
—
Progressive profilingKaren’s question: tying a returning visitor’s inputs to a known email
Engineering
—
Retainer
The twelve-month optimisation retainer
Line
Role
Days / month
Per month
Experiment cycleHypothesis, variant, readout, repeat, across ads and pages
Analytics
—
New assets and entry pointsNew reports and studies added to the umbrella as they land
Design
—
Build and iterationShipping the variants and the new pages
Engineering
—
Reporting and accountMonthly readout against the objectives, not against lead count
Delivery
—
Third-party
Third-party costs
Tool
What it does
Indicative, monthly
RB2BUS person-level identification
Resolves US visitors without a form, credit-based
~$350
Company-level identificationUK and EU coverage
Company rather than person, for GDPR territories
TBC
PostHogHeat mapping and session recording
Sixteen pages, twelve months
Pay-as-you-go
AB testing platformIf not native to the stack
Entry-route and page-level variants
TBC
Assumptions
What this price depends on
Vizrt supplies approved copy
The three two-pagers are written. The twelve proof pages are not, and neither is the nurture sequence. The build carries three days to place and check that copy across twelve pages, which assumes it arrives approved. If Blott writes it, that is a separate line and it is larger than the build.
Four templates, not sixteen designs
The whole estimate rests on the component kit holding. If Vizrt wants meaningfully different layouts per sector, the design and build lines roughly double.
Building inside the existing vizrt.com stack
No new platform, no CMS migration. If the campaign needs to sit somewhere separate, add environment and hosting.
Two sessions, then sign-off
Virtual, as agreed with Karen, with one round of design iteration included. At this level of effort every further structural change after sign-off is a change request rather than absorbed.
Pardot access from day one
Field mapping and a test campaign available at build time. Waiting on this is the likeliest source of slippage.
Case studies confirmed before build starts
Twelve proof pages cannot be populated against an unconfirmed list, and the selection also drives which industry page links where.
Third-party licences are not included
Visitor identification, PostHog and any testing platform are billed at cost, in Vizrt’s name, and sit outside every figure on this page.
Timeline
Sixteen weeks from kickoff on Monday 7 September to the end of the year. All three tiers launch on Friday 30 October, because the critical path runs through definition, design and build whichever tier is chosen.
01 · Schedule
Sixteen weeks, September to December
Phase
SeptemberOctoberNovemberDecember
Definition and sign-off2 sessions, virtual
2 weeks
Design4 templates
3 weeks
Build16 pages, gate, Pardot
4 weeks
Event taxonomyAgreed before build ends
2 weeks
Answer-engine layerMarkup and structure
3 weeks
Test frameworkEntry-route A/B
3 weeks
Visitor ID and PostHogRB2B, heat mapping
1 week
QA, UAT and launchGo live 30 October
2 weeks
Test live, first readoutNeeds 4 weeks of traffic
4 weeks
Roundtable pagesAhead of Q1 invitations
2 weeks
Progressive profilingReturn-visit matching
2 weeks
Engagement calculatorBlocked on quantification
Q1 2027, once Vizrt has a model
Optimisation retainerOptional, 12 months
From launch, monthly
Build work Measurement and ongoing Launch Blocked on a Vizrt decision
02 · Milestones
The dates that matter
When
What
Owner
Mon 7 Sep
Kickoff and first working session
Both
w/c 21 Sep
Pardot access and field mapping available
Vizrt
w/c 21 Sep
Twelve case studies confirmed
Vizrt
Fri 2 Oct
Design signed off, structure locked
Both
w/c 5 Oct
Approved copy for all sixteen pages, plus the nurture sequence
Vizrt
Fri 30 Oct
Go live, paid media starts
Both
Fri 27 Nov
First entry-route test readout, master page against direct to industry
Blott
Q1 2027
Roundtables, London and New York
Vizrt
03 · Critical path
What holds the date
Risk 01Pardot access
Needed in week three, not at build time. Field mapping and a test campaign have to exist before the gate can be wired, and this is the dependency that most often arrives late. Easier to arrange in September than to chase in October.
Risk 02The twelve case studies
Still unconfirmed. Twelve proof pages cannot be built against an unknown list, and the selection also determines which industry page links where, so it shapes structure and not just content.
Risk 03Approved copy, ready to place
The build assumes copy arrives approved and needs placing rather than shaping. If it arrives as raw material, the build lengthens and the estimate changes with it.
Risk 04One design sign-off, not three
Two working sessions then a lock on 2 October. Structural change after that date is a change request, and at this level of effort it moves the launch rather than absorbing into it.
NoteThe test needs traffic, not time
Four weeks is the earliest a readable entry-route result exists, and only if paid media is live from launch at enough volume. A thin media start pushes the readout into December.
NoteThe calculator is not on this timeline
It is blocked on Chris landing a quantification model with partners. Shown as Q1 2027 in the Full tier, but the date belongs to Vizrt rather than to the build.