VERDINO | A Content Consultancy

BACKGROUND

Please describe your company and your position there.

I worked with Amanda & Greg for the entire four years I spent as a marketing leader for a SaaS based B2B gifting platform.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire VERDINO | A Content Consultancy?

During my tenure the Verdino team really was an extension of our broader go to market team. They supported us in several aspects of content marketing, creating cornerstone content like buyer guides, interactive quizzes, keynote speeches, research reports and more.

SOLUTION

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

Originally introduced by a mutual connection in the agency space, after seeing their first deliverable there was no doubt that Verdino was the perfect fit for our team. The speed and quality at which they work is unmatched and their ability to hone in on our brand value, tone, voice, market, product and buyer personas in a short amount of time was huge in our decision making criteria.

Describe the project in detail and walk through the stages of the project.

Most recently we contracted Verdino to support us in a four part market study exercise and corresponding original research report. For part one, they were instrumental in developing a survey that was able to mine insights we were looking to glean from the market our solution served. With part one complete, we then brought in an outside marketing research agency to conduct the surveys and analyze the results.

Verdino re-entered the production process in part three to cozy up to the data and help us pull on some potential story line threads. I was incredibly impressed by how easily they were able to isolate a unique POV for the data we captured. Finally for part four, Verdino took the story and developed an eye catching yet digestible report that visualized the data and takeaways that we could then use in our TOFU and BOFU marketing campaigns.

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

We worked with Amanda and Greg who tag teamed the survey creation and data story development, and also relied on a designer in their network, Micah, that they managed to bring the finished research report asset to life.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The asset is just now hitting the market, but after an internal review of the content, the senior leaders in particular were impressed by the final deliverable and confident it was going to be an anchoring asset to further position the company as an expert in the gifting space.

How effective was the workflow between your team and theirs?

The Verdino team does a great job at developing realistic project plans, and setting all the necessary meetings and check points along the way to keep the workflow moving smoothly.

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

Their writing in particular is just out of this world. They are able to take complex concepts, untangle ideas, and produce work that is 85% of the way there with just the first draft. I know I never need to worry about the quality of the finished product with Verdino; they are just that good.

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

I truly wouldn't change a thing about their process or output. A more premium priced agency but their work is worth every cent, and you will have a ton of fun collaborating and learning from them along the way to boot!

BACKGROUND

Please describe your company and your position there.

I was the head of marketing, responsible for all marketing disciplines including brand, product marketing, communications, content and demand.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire VERDINO | A Content Consultancy?

I was lacking a brand foundation, both visual and verbal. I worked with the Verdinos primarily around building out our first North Star (purpose, mission, vision, values, etc.) and then in support of that partnered up on the brand identity (they were involved overall but their remit was primarily the verbal side). They developed the core messaging foundation (tone, pillars, etc.) and then built out quite a bit of new content in support.

I also worked with them on developing two new websites for sub-brands. I also needed support on building out our content operations (and often undervalued function, but so critical given the importance of content in driving demand), and lastly support for our demand efforts, primarily tethered to overhauling our nurture strategy and content.

SOLUTION

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

They were recommended to me, and we started out on a small project. They quickly demonstrated their understanding of my business challenges and the nuances of the market and before we know it we were off to the races!

Describe the project in detail and walk through the stages of the project.

Depended on the project, but early on it started out by doing a needs assessment / strategy session with them. We aligned on what we needed, and then we worked together to develop a roadmap to complete. From there it was just a matter of getting things in motion. They were great at developing detailed project plans and helping manage my expectations which in turned helped me manage others' as needed. We met for our weekly status meetings, but also did working sessions in between where they were involved with various internal resources and often customers as well (they were great at getting customer feedback and interviewing them for case studies, testimonials, messaging feedback, etc.)

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

I worked primarily with two - Greg from a strategy side, and Amanda from a content side. They would bring in other team members as needed, i.e., PR, design, SEO, etc.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

I was working for Social Solutions (SSG), a leading provider of cloud software for nonprofit and public sector human services organizations. Shortly after I engaged them the world was overtaken by COVID... As disruptive as the pandemic was for businesses (SSG included!), it was worse for health and human services organizations -- throwing their mostly analog operations into disarray and jeopardizing their funding at a time when the demand for their services hit an all-time high. We sprung into action. With their direct support, we accomplished the following: Came up with a high-level marketing concept -- #MissionUninterrupted -- and developed a new brand messaging framework based on this mantra.

We rewrote key portions of the website, ad copy, sales scripts, nurture sequences, and other key communications based on the new messaging. We launched a top-of-funnel webinar series focused on helping non-profits maintain pandemic ops (generated 850+ AQLs), and developed practical how-to mid-funnel content to help to better integrate tech into their operations. Wrote dozens of blog posts exploring the benefits and use cases for technology to support remote operations, service delivery, and impact reporting for non-profits disrupted by the pandemic. Translated these assets into a series of themed 'sales accelerator' acquisition streams that resulted in a huge spike in inquiries and software demo requests. As other companies experienced COVID downturns, Social Solutions had its best quarters, thanks to powerful, practical, proactive content marketing.

How effective was the workflow between your team and theirs?

Very effective. One of the best parts in working with their Verdinos is the relationship. They don't not feel like a vendor - they feel like a partner. Workflow was never an issue as we stayed engaged, and they managed the deliverables along with my expectations throughout.

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

They brought an extremely unique perspective to their work. Greg brings a diverse set of experiences to the table (CMO, agency, consulting, etc.) to the table, setting a great tone for their work. Amanda also has a very impressive background, spending time on both the client and agency side, so she understands the unique challenges which gives her the ability to navigate areas where some outside agencies could run into problems. Put them together and you have a great blend of strategy and content that aligns directly to solving business goals and challenges. They aren't your typical "blog writing" or "SEO" agency - they are almost in a category of their own given their unique experience and approach.

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

Not at all. Like any relationship, there were learnings from both sides in how to best work together. But they communicated directly and also were avid listeners, so we quickly established a great working relationship. So much so that I've hired them two more times since my time at SSG.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of Simplr, a customer service solution company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with VERDINO | A Content Consultancy?

We were trying to orchestrate a content marketing strategy to generate leads and offers and create thought leadership within the market.

SOLUTION

What was the scope of their involvement?

VERDINO created a content strategy for us. First, they scoped our project and determined our target market and the type of content we needed to develop. Then, they helped us write content and distribute it to the appropriate audience to maximize our leads.

The VERDINO team also helped us ghostwrite a book, supporting us from beginning to end. They brainstormed concepts, suggested content for the book, and led the writing process. We were responsible for the designs, but they helped us with the title. 

What is the team composition?

We worked primarily with Greg (President) and Amanda (Chief Content Officer). 

How did you come to work with VERDINO | A Content Consultancy?

My former company introduced me to VERDINO, so I’d worked with them before. 

How much have you invested with them?

We invested $100,000 in the partnership with VERDINO. 

What is the status of this engagement?

We worked with VERDINO from July 2020–December 2021.

RESULTS & FEEDBACK

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

VERDINO’s efforts helped us generate leads and establish our position within the market. The book, in particular, has been a cornerstone of our content marketing strategy. 

How did VERDINO | A Content Consultancy perform from a project management standpoint?

VERDINO met deadlines and managed the project effectively. The team led an iterative process where they submitted a first draft, collected feedback, and implemented it within the content. Amanda identified ideas for strategies and showed us how to execute them. We included her on our internal calls, and she was almost like a member of our marketing team.

We relied on them a lot, and they were flexible regarding the project scope. Additionally, they were transparent and reliable regarding the pricing, which they adjusted to reflect any added work. We used email, Zoom, and Slack to communicate and Asana to manage the project. 

What did you find most impressive about them?

The team brought different strengths to the table. Amanda was great when it came to content marketing. She created polished copy and interesting content that hooked prospective buyers. Greg’s strength was in positioning and the bold language in his manifesto documents. He also brought vast book-writing expertise and knowledge to the table, which was incredibly valuable. 

Are there any areas they could improve?

I have nothing they could improve on; they were fantastic. 

Do you have any advice for potential customers?

I recommend integrating VERDINO with your team because you’ll be pleasantly surprised by their capacity to act as valuable teammates rather than doers of delegated tasks.

BACKGROUND

Introduce your business and what you do there.

I previously led content marketing for foundations and companies with social responsibility programs at a cloud software company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with VERDINO & CO?

We worked with VERDINO & CO to do customer stories. Our company was very product-focused, which wasn’t great to resonate with the audience.

SOLUTION

What was the scope of their involvement?

We gave them a list of customers that we thought would be good for stories. VERDINO & CO came in and did interviews, and they really turned them into more of a spotlight on the great work that the customer was doing. They came up with questions and did the actual interviews with the clients. I’d be on the call, but they would lead it. Then, they wrote the stories and delivered them for us to publish.

They also helped us with some conference sessions. In those, I led the speaker into a topic that we wanted to go through, and then they did the research. After that, we put together a suggestion for a session description, outcomes, and so on.

In my current role, they helped me with a webinar strategy. We did the webinar in the deck in the first quarter, and then they wrote a paper based on an outline that I wrote about reporting guidelines in the social sector.

What is the team composition?

They were a husband and wife team. We mostly worked with Amanda (Partner & Chief Content Officer), who is an exceptional writer.

How did you come to work with VERDINO & CO?

At my previous job, someone was already working with VERDINO & CO when I came in. They had found them through a referral. They kept working with people until they left the company and went to other places. After that, I brought them to work with me at my current company.

How much have you invested with them?

We worked with them on a retainer basis, and the cost was $10,000 a month. We had different projects and a point system so we could allocate those points how we wanted.

In my current role, we just did an agreement with them for three deliverables. We spent $10,000 and didn’t keep them on retainer.

What is the status of this engagement?

We first started working in June 2017, and I left my position in January 2019. After that, I don’t think they kept working with them.

RESULTS & FEEDBACK

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

They were great from a writing standpoint, especially with the customer stories and the paper they wrote for us. Their definite strong suit was translating a story into words and making the reader feel engaged. It’s a hard thing to do in writing, and that’s why it lends more than some slides or shorter presentations.

In this case, foundations and Corporate Social Responsibility programs were actually out doing good work in the community. We were supporting these efforts and positioning them more obviously, which got our company a lot of positive recognition. However, it was really the organizations who were doing the great work.

How did VERDINO & CO perform from a project management standpoint?

I don’t recall how we managed our work with them before. For our most recent project, we created a Slack channel and had check-ins with them. They were very communicative.

What did you find most impressive about them?

Their independence and ability to grasp what we were looking to do through conversation was their most impressive quality. They could go and do the research on their own to support the details that we provided, so they really did their homework and were able to hit the ground running.

We didn’t have to worry about what they were doing. With other agencies I’ve worked with in the past, I pretty much had to write everything myself, hold their hands the whole time, and provide a ton of information.

Are there any areas they could improve?

They could be a little more proactive and suggest ways to use the different content from a strategic standpoint, but that obviously comes with more investment. I can’t think of anything offhand.