Barton Visions began consulting with SilverStone Group, a nationally recognized insurance brokerage and risk management firm headquartered in Omaha, Nebraska, in 2009. SilverStone Group became part of HUB International following its acquisition in 2019.
What began as an assessment of SilverStone's marketing, website, and digital infrastructure grew into extensive involvement in strategic planning, website modernization, business technology, and enterprise project management.
A Three-Year Roadmap for Digital Modernization
Barton Visions developed a three-year strategic roadmap balancing immediate improvements with long-term business objectives. The initial work addressed search engine optimization, website architecture, usability, analytics, brand consistency, and marketing effectiveness while establishing the direction for a complete redevelopment of the company's website.
Website Strategy and Redevelopment
Barton Visions led requirements development, requests for proposals (RFPs), vendor evaluation, and project coordination for the website redevelopment. The transition from a proprietary content management system to an open-source WordPress platform gave SilverStone greater control over its content, improved flexibility, and reduced reliance on costly proprietary solutions.
Enterprise Technology and Marketing Integration
The relationship extended well beyond the website. Barton Visions was involved in a range of business and technology initiatives, including specialized insurance applications, third-party software implementations, digital communications, and CRM-connected marketing systems.
One initiative involved Net Atlantic's StrongMail email marketing platform and its integration with SilverStone's SalesLogix CRM. Barton Visions helped guide vendor selection, requirements, contract negotiations, and implementation, supporting more coordinated email campaigns, communication preferences, and marketing reporting.
Connecting Business Strategy with Technology
Working with executive leadership, marketing, IT, legal counsel, and outside vendors, Barton Visions helped translate business needs into practical technology solutions. Responsibilities spanned strategic planning, procurement, vendor and contract management, implementation oversight, and quality assurance.
The breadth of this work reflects Barton Visions' approach: bringing together creative thinking, business strategy, and technical understanding to improve operations, manage costs, and support long-term organizational goals.