Flawless Inbound provides a full-service marketing solution for an IT solutions firm. They contribute to client targeting, content creation, social media campaigns, and wrote an informational ebook.
The team is IT savvy and can translate complex tech terms into everyday language to create a story for consumers. Flawless Inbound’s work has increased traffic and general engagement. They are readily available at all times for questions and fixes and pay detailed attention to their clients.
"I’ve gotten comments from people on LinkedIn about the great brand we’re creating for ourselves."
Introduce your business and what you do there.
I am one of the partners of Alternative Converged Solutions (known as ACSI), and my role is director of business development and sales. We are a value-added reseller, providing IT security and networking solutions for government, education and mid-to-enterprise companies. We’re based in Calgary, Alberta, and are what would be deemed as a boutique company, with approximately 7 employees.
What challenge were you trying to address with Flawless Inbound?
As a small organization, one of our challenges is how we can get our work out into the marketplace. We’ve built out a pretty good reputation in the market, as well as a client base, but we recognized the fact that we have to grow and expand our reach to really get out there and talk about the solutions we’ve built in the marketplace. Our techs are extremely intelligent and well-regarded in the marketplace. We have some great value to offer, but we were not the best at communicating it.
Since we're a small organization, we have to be strategic and careful with our dollars—to make sure we’re hitting the right people and getting the right story across. We also didn’t want to come across as aggressive sales people, we wanted to solve a problem, and we wanted to educate the marketplace, but in a way which would make clients come to us to seek information.
We were looking for a marketing organization which could help our brand, create messaging, and more-or-less reach a larger audience. For us, the challenge is that many of the marketing firms out there today are great at selling consumer products, but, when getting into the IT space, it becomes much more difficult. It’s a complex space, and we do a lot of things for clients, so articulating that and getting it down to a simple message is not as easy as we all recognize.
What was the scope of their involvement?
We’re a small company, so we lean on Flawless Inbound as our entire department, working with our vendors, and taking on all of these aspects. They even help build proposals for our vendors. The other thing that Flawless Inbound brought to the table was the ability to tell a story, to take the client down that journey, and to first determine who are our key markets, the personas of whom we want to target, and what their pain points are. They helped us identify how we could solve our customer's problem and what the best way to tell that story was.
The advantage with Saher Ghattas [Sales and Marketing Strategist, Flawless Inbound Inc], for us in particular, is that he comes from an IT background. It was unheard of to have someone who understands that space. We needed a technical person who can convert it down to the most basic level. This is where Flawless Inbound can come in and articulate it effectively. It’s an art in itself, and very few can get that story. Flawless Inbound helped us rework our blog and website, created content for the website itself and gave us direction on what the best avenues are. They’re helping us focus on the messaging on our blog and Facebook, bringing it together in one aspect. I had started to lose faith in that space, but, after sitting down with Flawless Inbound, I was reassured that there are people who get it. They created call-to-actions for us and other pieces that had never been addressed by our previous partners.
We’d always wanted to do an e-book, but we didn’t really have the writers and resources to put one together. Flawless Inbound sat down with us, asked us all the right questions and extracted the information they needed. From there, they talked to some of our clients. My engineers were worried that this would be a time-consuming and arduous process, but, at the end of the day, it wasn’t as bad as expected.
How did you come to work with Flawless Inbound?
It is almost an art in itself to deliver this message to the marketplace, and we’ve tried 4-5 firms over the years, each one good at particular pieces, small aspects of the overall marketing piece, but unable to help us reach our audience. They relied on our existing customer base and didn’t really understand the digital marketing aspect of it, but I’ve always recognized that this is the area where we needed to create a story. The previous company we worked with was a bit more aggressive in how it approached LinkedIn and channels like that, which didn’t fit our culture.
One of my engineers had worked with Saher directly when he was a large US vendor and spoke quite highly of his skill set on the technical side. He told me to talk to him, after I expressed my frustration with my existing firm. He told me that Saher had started Flawless Inbound and that he could offer what I was looking for. I sat down with him and was very impressed by his whole strategy. It was well in-line with the other marketing initiatives I’d been reading up on and wanted to tackle. Flawless Inbound was a perfect fit for what we needed—an agency which understood our business, who could spend the time giving us the special attention we needed, who wanted to learn our business and who could cover the aspects I was looking for, from Facebook to LinkedIn, e-books, creating CTAs, and all other aspects of the social media piece. Many others could perhaps do one little piece, but they couldn’t tell the story properly, along with that.
How much have you invested with them?
The cost has been around $72,000 so far.
What is the status of this engagement?
We started working with Flawless Inbound around March 2017.
What evidence can you share that demonstrates the impact of the engagement?
The initiative is new, and it’s obviously a journey, so all the pieces will take time, but we definitely didn’t have the traffic we’re now seeing on the website. These are not conversions, though, and I can understand that. From this perspective, the results have been strong in terms of conversion and website hits. We’re also seeing good numbers on the blog.
I’m already seeing a good amount of end-users starting to download our e-book, even though it was just released. We’re seeing results from it. It’s a phenomenal e-book which lends us credibility in the marketplace. It’s a perfect example of Flawless Inbound understanding our story, helping to document it, and creating a CTA from it, which will ultimately help us drive business and build credibility in the market.
We are looking at this as a long-term strategy, and I’ve received comments from people on LinkedIn about the great brand we’re creating for ourselves. They have given us honest feedback on the job we’re doing, and the investment to our company.
How did Flawless Inbound perform from a project management standpoint?
They’ve been phenomenal. I can call Saher anytime I need him, even weekends. They’ve put a dedicated account representative on our account, so if I need to reach out to them with a question or to run a scenario by someone, I can. Flawless Inbound is always there to answer questions and work with us. They’re not perfect, and there are always things which need to be tweaked, but we’re all learning together, and trying new things.
What did you find most impressive about them?
In our 15-year history working with multiple firms, no one really spent that kind of time with us to understand who our client is, what their driving force is, what makes them tick, and what problem we’re trying to solve. This is the pivotal point which convinced me that Flawless Inbound was the perfect fit for us.
Are there any areas they could improve?
It’s too early for me to say at this point. Nothing jumps out as needing to be fixed or improved. I’m very satisfied with how things are progressing. We’re in the summer months, which is when everything slows down, but Flawless Inbound is still on top of it, working with my team and making sure that blogs are still going out.