strategy

Demand Generation

Create demand to capture demand

Before we can expect someone to be interested, we have to create something of interest. That’s why we always lead with our hearts to spark a genuine connection then use our scientifically proven methodologies to guide consumers through their ideal buying journey.

We’ve got
funnel vision

You see and hear about the buying funnel everywhere because it works, but it only works if you’re fueling it at each stage. We’ve found a way to simultaneously build awareness and support pipeline generation.

Speak the way you want to be spoken to

We were using ABM way before the cool kids made it into an acronym. We think that treating a prospect like their own market and personalizing their experience is just good business. Simple as that.

Not just marketers, partners

We know that our marketing is only as good as the behind-the-scenes systems powering it. That’s why we make recommendations on how to build your tech stack from the ground up or how to optimize for the tech you currently have in place.

Full-Funnel Program Activation

We pride ourselves on being media agnostic and don’t play favorites. We work with any and all publishers, intent and programmatic platforms, marketing automation and email providers to help you create the most effective strategies and programs.

 

Intent Platforms

The best buyers are the ones who are actively researching you or what you provide—aka showing “intent.” The key is to operationalize that intent to fuel your sales and marketing. And that’s where we come in.

Programmatic Persona Targeting

“Media planning” is so yesterday. Now we do “audience planning.” We can hypertarget at scale, and we’ll show you how.

Lead Generation

We all want leads (and lots of them), but there’s nothing more annoying than having leads that go nowhere. We actually move those leads through the funnel and convert them into sales.

Content

First impressions matter. We want to be where the research begins to help inform the market story and tell yours. So you can own the conversation.

Social

We know that social is a must for every integrated strategy, but what’s more important is that we know the nuances of each platform and how people on those platforms want to interact with companies. Spoiler alert: they kinda don’t.

Email

Even though our world is changing every day, email is still the most reliable medium for getting your message to your target audience. We develop email strategies that deliver the personalized customer experience, which in turn delivers results.

Direct Mail

With so much of the world turning digital, direct mail has made a resurgence because it stands out, is tangible and can make a creative impact if you have the right idea, delivered at the right time.

Inside Sales Prioritization

Sales = marketing and marketing = sales. This is why we entrench ourselves in both. We offer full support as an extension of your teams—from cadence builds to scriptwriting and weekly account prioritization.

Reporting & Measurement

Data is great, if you know how to make sense of it. We specialize in turning your data into insights you can act on.

 

Full-Funnel Program Activation

We pride ourselves on being media agnostic and don’t play favorites. We work with any and all publishers, intent and programmatic platforms, marketing automation and email providers to help you create the most effective strategies and programs. But, to see an example of some of the players we work with, scroll over each category.

 

 

Intent Platforms

The best buyers are the ones who are actively researching you or what you provide—aka showing “intent.” The key is to operationalize that intent to fuel your sales and marketing. And that’s where we come in.

Lead Generation

We all want leads (and lots of them), but there’s nothing more annoying than having leads that go nowhere. We actually move those leads through the funnel and convert them into sales.

Social

We know that social is a must for every integrated strategy, but what’s more important is that we know the nuances of each platform and how people on those platforms want to interact with companies. Spoiler alert: they kinda don’t.

Direct Mail

With so much of the world turning digital, direct mail has made a resurgence because it stands out, is tangible and can make a creative impact if you have the right idea, delivered at the right time.

Reporting & Measurement

Data is great, if you know how to make sense of it. We specialize in turning your data into insights you can act on.

Programmatic Persona Targeting

“Media planning” is so yesterday. Now we do “audience planning.” We can hypertarget at scale, and we’ll show you how.

Content

First impressions matter. We want to be where the research begins to help inform the market story and tell yours. So you can own the conversation.

Email

Even though our world is changing every day, email is still the most reliable medium for getting your message to your target audience. We develop email strategies that deliver the personalized customer experience, which in turn delivers results.

Inside Sales Prioritization

Sales = marketing and marketing = sales. This is why we entrench ourselves in both. We offer full support as an extension of your teams—from cadence builds to scriptwriting and weekly account prioritization.

case study

Marketing performance that drives network performance.

 

 

As a provider of network performance monitoring (NPM) solutions, AppNeta delivers insights to IT in real time, showing them how fast and efficient their network is from the end-user perspective. But with fairly new technology, AppNeta’s challenge was twofold: educate the audience on NPM while also becoming a well-known vendor in this space.

Moving the Brand Beyond the Competition

To start, we explored everything about AppNeta: audience insights, competitor messaging, key differentiators and more. Because AppNeta’s main differentiator is that their solutions monitor performance beyond HQ’s firewalls—across remote offices and across the internet—the messaging became clear. AppNeta is all about seeing beyond.

We first refreshed their website, with new visuals reinforcing both the brand and the new message. And by utilizing the hexagonal shapes from their logo along with a video that continually moved “beyond,” AppNeta’s brand identity came to life.

 

Actionable Account Intelligence

With the website and marketing materials finalized, a comprehensive go-to-market strategy was next on the list. Accounts were monitored based on their consumption activities to identify those with spikes in interest in one of the “thematic campaigns,” coupled with an interest in network management.

Accounts were ranked and contacts were identified with complete business intelligence data, including contact information, topics of interest, vendors being considered and current installs.

 

 

 

Thematic Campaign Development

Thematic campaigns were developed based on entry points to sales and specific moments in time around which to create a sense of urgency for AppNeta’s target markets.

 

“Each month since we launched this new strategy, we’ve seen a 50% increase in MQLs month-over-month, every month.”

– Amanda Bohne
Vice President of Marketing, AppNeta

 

IP-based Thematic Display

Based on surging behavior, we served relevant display ads to the IP addresses surging around five of our specific campaign themes.

The goal was to warm accounts as they entered relevant email nurture campaigns.

 

Direct Mail Digital Engagement

The direct mailer drove recipients to a landing page to submit their answers and sign up for a 15-minute call.

We also targeted the specific accounts that received the mailer with display ads, tying into the campaign creative to reinforce the mailer and offer.

Targeted banner ads were sent to selected companies receiving the mailer.

 

 

 

 

 

Results

 

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