Incisive Edge

BACKGROUND

Please describe your company and your position there.

I'm the founder of EHAB, a weather analytics platform that helps construction companies de-risk their projects and adapt to climate change.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Incisive Edge, and what were your goals?

We had just raised a new funding round and wanted to upgrade our website, our marketing strategy and attempt to generate new leads coming into the business through paid campaigns and SEO.

SOLUTION

How did you select this vendor and what were the deciding factors?

We spoke to lots of different vendors. This vendor had all the skills to complete all activities in house and were a very easy going team to work with.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

First we did a full brand and marketing strategy, diving deep into our personas and creating new messaging to target these personas. This was the foundational work that then formed the basis of the website update. We moved from a website builder to our own hosted wordpress site and hubspot became integrated into the site in various ways. The website now acts as an efficient lead funnel tool. The site is SEO optimised and we began to produce SEO and thought leadership content as part of this work. We ran an unsuccessful paid campaign via LinkedIn and we have been testing out a social media strategy as well.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with an account manager, the tech lead (website and hubspot), people from the SEO team and the content team.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We are very happy with the website and the SEO content. Various other strategies have had varying levels of success.

How effective was the workflow between your team and theirs?

The team is great to work with, very efficient at communicating and providing input. They have a regular set of calls to keep us up to date and the feedback loop is also very well run.

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

They had all the skills we needed for revamping website, brand and attempting various marketing strategies.

Are there any areas for improvement or something they could have done differently?

Nothing in particular.

BACKGROUND

Introduce your business and what you do there.

I’m the CRO of a software development agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Incisive Edge?

As our company transitioned into 2022, SEO and PPC marketing were two central points in our marketing strategy. We needed a high-quality partner to work with and take care of that for us as a business. Our overall goal was to increase new business revenue, and one of the actions in making that happen was to bring in Incisive Edge.

SOLUTION

What was the scope of their involvement?

We gave them a very light brief, but as a business, we were relatively immature regarding digital marketing. We gave Incisive Edge a bit of customer profiling to start, but they helped us flesh that brief out further.

When we first started working together, our company had a large volume of campaigns running. In the first three months, Incisive Edge suggested we run experimentation and testing to give us data and collect insights to make educated decisions on where we were spending, especially our PPC budget.  

What came out of this was a much simpler and clearer PPC strategy that really understood our central customers, keywords, and the language they were using. Incisive Edge plays a key role in our bespoke software development PPC campaign in everything from suggesting keywords to our customers to the landing page. Everything we’ve been running is on Google Ads. 

Incisive Edge has also been providing SEO services. However, once they understood our objectives and goals, they suggested we focus more on the PPC campaigns because that would generate quicker revenue for us. 

What is the team composition?

We’ve been working with around three people regularly. Our main point of contact is Julia (Co-Founder).

How did you come to work with Incisive Edge?

My marketing director spoke to her network of people and asked for referrals, and that’s how the initial suggestion of talking to them came about. Incisive Edge demonstrated that they had a real grasp on business common sense through the projects that they did in the past. We felt they were more focused on putting together the most effective campaign based on our objectives, not necessarily the best-looking campaign. 

Our campaign was about conversion, and they understood that and went to work right away on focusing on that. 

How much have you invested with them?

We’ve spent between £10,000– £11,000 (approximately $12,000–$13,000). 

What is the status of this engagement?

Our ongoing partnership began in December 2021.

RESULTS & FEEDBACK

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

The measurables for us were all about revenue. The quarter before we worked with Incisive Edge, we closed a little more than £80,000 (approximately $97,000). They have far exceeded that at this point. 

Incisive Edge has been central to the success of the campaign. In the last three months, the campaign has generated more than £150,000 (approximately $182,000) in revenue. It looks to continue to generate more revenue, with the possibility of another £250,000 (approximately $300,000) by the end of the year. 

We’ve worked with other companies before, but Incisive Edge took the time to understand our business and what we were looking for. They were able to come up with a strategy that was conducive to generating revenue with the PPC marketing and then using that to fund our SEO strategy later on. 

How did Incisive Edge perform from a project management standpoint?

We’ve worked together to figure out the best way to communicate with each other. There’s been a lot of trial and error, but they’ve been very open to learning and trying new things to work with us as a client. They’re very flexible about communication styles and use whatever best suits us at that time. We communicate virtually and use email, phone, Slack, Microsoft Teams, and Google Meet. 

What did you find most impressive about them?

Incisive Edge is always working back from the ultimate business objective, which is not something we’ve always had with other companies. They’re results-driven and laser-focused on the objective, and they figure out what needs to happen from that angle. 

We have never been left feeling that we were two separate entities; it has always felt like we were on the same team and working together with Incisive Edge. 

Are there any areas they could improve?

We had a bit of trial and error at the beginning of our relationship, but we were able to fix that later on; we wish we had done that sooner to make everything more efficient. 

Do you have any advice for potential customers?

Be clear about your objectives because if you’re unclear, you can’t expect them to be clear. At the end of each conversation with Incisive Edge, ensure you’re both on the same page about the next steps moving forward.