GlobalEdgeMarkets

BACKGROUND

Introduce your business and what you do there.

I’m the managing partner of the Americas for a global recruitment and executive search firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with GlobalEdgeMarkets?

We were trying to build an account-based marketing program to drive more leads to the organization. Within a matter of months, we realized that we needed their help with SEO-informed web development as well.

SOLUTION

What was the scope of their involvement?

The site is built on WordPress, which was a big switch for us. GlobalEdge targets people on LinkedIn Twitter, and other social media and email campaigns. The website was developed from scratch, and they also create content with the assistence of my sales organization. We give them directions to go in, but we’re not writing experts.

They also focus on specific industries, like FinTech and the biomedical space. We target where we’re going, where we want to grow our business, and in what country we want to grow. If we ask them to target 100 CEOs in the biomedical arena, then they’ll drive a campaign for it, generating leads within weeks.

Alex (CMO) acts as our CMO; he’s very much involved in driving our business in a staff augmentation role. We now see the benefit of having a broad knowledge base and all the skills without having to hire people.

What is the team composition?

I worked with Alex early on, and now we have a team of 3–4 people that we take weekly calls with. This includes an account-based marketing specialist, an SEO specialist, a content specialist, and a webinar specialist.

How did you come to work with GlobalEdgeMarkets?

We were referred to them by someone I was actually recruiting to come work at our company.

How much have you invested with them?

We’ve spent around $250,000–$500,000 so far.

What is the status of this engagement?

We’ve been working together since May 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Some of the webinars that we produce have been award winners. We look at direct sales, and they’ve driven our business to new clients, which is the largest success so far. In fact, the income has exceeded the costs of the partnership. They’ve hit all the other numbers too, including traffic, by turning our website into more than a brochure. It’s not something we’re ashamed of anymore.  

We have calls where we go over how many people come to our site, how many people are targeting us; it’s an amazing number. As an executive trying to grow our business, though, it’s all about the new clients that they’ve given us.

How did GlobalEdgeMarkets perform from a project management standpoint?

We sell project management services ourselves, and they’re just as good at keeping us on track and informed as we are. They stay within budget as well, always asking what we want to spend on Google, Twitter, LinkedIn, etc. We’ve been able to decrease our ad budget actually because of all the organic traffic we’re receiving.

We use Monday.com with GlobalEdge, along with weekly phone calls. They also have a bi-weekly meeting to make changes and keep things flowing at a natural place.

What did you find most impressive about them?

The communication and listening side of their work stands out. They understand our industry and that we needed something more than just a website. Their account-based marketing ties in so well that it creates a solution that’s different from any other vendors’. We were talking to multiple firms, but thanks to Alex’s experience with large and small companies, they created something that was the right fit.

Are there any areas they could improve?

I’m very happy. It’s hard to understand a business that you’ve never been in, and they did misunderstand us a bit initially, but they switched it up. COVID made it difficult as well because we couldn’t sit down together to see how things worked. They could have spent a bit more time getting to know exactly how we worked in the beginning.

Do you have any advice for potential customers?

Create a longer project lifecycle for them. They gave me an overview, but I wish I had been given more details. We’ve been very successful, but I think we would’ve been successful quicker — in months instead of quarters — if we’d looked at the whole project lifecycle.