Fiddlehead® Marketing

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of DVD Netflix

Describe what your company does in a single sentence.

Subscription movie service that distributes happiness across the United States.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fiddlehead® Marketing to accomplish?

• Increase Brand Awareness of Netflix DVD
• Increase customer loyalty and retention

SOLUTION

How did you find Fiddlehead® Marketing?

Online Search

Why did you select Fiddlehead® Marketing over others?

• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Company values aligned

How many teammates from Fiddlehead® Marketing were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Netflix DVD had been a buried brand with a broken website that was undiscoverable. Working with us, Fiddlehead created a three-year plan to optimize our website and develop content that would make us more discoverable and increase customer retention.

• Thorough SEO plan which included fixing our site before investing in paid search
• Created a gamification platform for our influencers that resulted in significant user-generated content which drove discovery and retention
• Partnered with our ad agency to deliver a beloved 20-year anniversary campaign
• Developed an executive weekly dashboard that quantified our marketing spend and increased investment

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• With significant tracking through the executive dashboard, I was able to increase marketing spend 10x which resulted in nine months of growth in a declining market.
• The company lifespan was extended an additional four years, providing continued customer satisfaction to our loyal customer base.
• Our social media following grew from 0 to over 200k followers.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Fiddlehead® Marketing is extremely transparent. They made their deadlines, and on the rare occasion that they couldn't, they let us know well in advance. They went to great lengths to understand our corporate culture and deliver data and insights tailored to specific audiences (engineering vs marketing vs exec team).

What was your primary form of communication with Fiddlehead® Marketing?

• In-Person Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Honestly, they are one of the first agencies that I never questioned whether or not they were working hard and meeting our needs. Melinda's leadership and understanding of the marketing landscape via data lens is so valuable.

Are there any areas for improvement or something Fiddlehead® Marketing could have done differently?

When they need to outsource (brand design), they need a wider portfolio of contractors.

BACKGROUND

Please describe your company and position.

I am the Global Chief Marketing Officer of Malwarebytes

Describe what your company does in a single sentence.

Cyberprotection

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fiddlehead® Marketing to accomplish?
Unify Marketing Analytics technologies, support the creation of trusted marketing reporting artifacts; and help develop a culture of data-informed decision making.

SOLUTION

How did you find Fiddlehead® Marketing?

Referral

Why did you select Fiddlehead® Marketing over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Fiddlehead® Marketing were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Informed strategies that helped deliver double-digit growth on $200M+ subscription revenue for a fast-growing B2C and B2B global cybersecurity unicorn:

• Grew non-brand SEO impressions by 26.5% and non-brand clicks by 23.6% through accelerated creation of non-brand content and technical improvements
• Increased focus on B2B online and PLG trials, resulting in 56% YoY growth in cloud product customers and 42% YoY growth in cloud product New ARR
• Created product-led growth experimentation pod, increasing testing velocity and improving YoY trial-to-paid conversion rate by 130%, ACV by 96%, and renewal revenue rate to 83.5% from 79.5%

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Grew non-brand SEO impressions by 26.5% and non-brand clicks by 23.6% through accelerated creation of non-brand content and technical improvements
• Increased focus on B2B online and PLG trials, resulting in 56% YoY growth in cloud product customers and 42% YoY growth in cloud product New ARR
• Created product-led growth experimentation pod, increasing testing velocity and improving YoY trial-to-paid conversion rate by 130%, ACV by 96%, and renewal revenue rate to 83.5% from 79.5%

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Always on time. They always provided actionable insights.

What was your primary form of communication with Fiddlehead® Marketing?

Virtual Meeting

What did you find most impressive or unique about this company?

The depth and detail orientation of their analytics, analysis, and insights.

Are there any areas for improvement or something Fiddlehead® Marketing could have done differently?

There was nothing they needed to improve on.

BACKGROUND

Please describe your company and position.

I am the VP, Marketing of Woodruff Sawyer

Describe what your company does in a single sentence.

One of the largest commercial insurance brokerages in the US

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fiddlehead® Marketing to accomplish?

• Launch a content marketing strategy
• SEO dominance - Keyword research through planning and execution of ranking
• Own marketing data and analytics

SOLUTION

How did you find Fiddlehead® Marketing?

Referral

Why did you select Fiddlehead® Marketing over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Fiddlehead® Marketing were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Fiddlehead was our full-service agency. They advised me personally as the Head of Marketing, owned SEO, PR, Data & Analytics, Paid Ads, and partnered with us on social and content creation.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Launch a robust content marketing strategy
• Press mentions went from trade magazines to regular coverage in major business publications, including The Wall Street Journal and Bloomberg
• Ranked on page one for many of our most important keywords
• Instilled a data-driven culture with all the key information for execution

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Every conversation started with what's the goal, what are we trying to achieve. They were always ladies focused on our needs. Next, was what data are we going to track it and how are we going to track it? Then through a collaborative style and regular huddles, we executed together. They were very responsive and flexible. Their people are top-notch and they excel at finding the right talent for any project. Very impressive. 

What was your primary form of communication with Fiddlehead® Marketing?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Their ability to see the big picture and keep us focused on the business goals - how is this going to impact the brand and the pipeline. And super data-focused with in-depth knowledge of how to interpret the data vs what Facebook or Google want you to believe. 

Are there any areas for improvement or something Fiddlehead® Marketing could have done differently?

No. Impressed all the way around. A true partner. 

BACKGROUND

Please describe your company and position.

I am the Former Head of Growth of Amplitude

Describe what your company does in a single sentence.

B2b SaaS Software

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Fiddlehead® Marketing to accomplish?

• Web Analytics Audit
• Google Tag Manager Audit
• GA4 Configuration

SOLUTION

How did you find Fiddlehead® Marketing?

Referral

Why did you select Fiddlehead® Marketing over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Fiddlehead® Marketing were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Fiddlehead was brought in to help us audit our current web analytics configuration, and design an improved system, including Google Analytics, Google Tag Manager, and all the associated pixels, scripts, and events. They made sure to design and configure a system that helped us measure our performance against our key performance indicators, leading to success on our business goals.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We achieved better tracking of campaigns, campaign performance, and campaign outcomes with a better understanding of audience segments, and their favorite content.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Fiddlehead is thorough, organized, and clear in their communication. They worked to understand our requirements, and delivered on time

What was your primary form of communication with Fiddlehead® Marketing?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Fiddlehead® Marketing's deep technical expertise and broad understanding of how marketing works are impressive.

Are there any areas for improvement or something Fiddlehead® Marketing could have done differently?

We were thrilled with Fiddlehead, no changes needed.