Vye

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for Marco Technologies, a leading provider of copiers/printers, business IT services, and managed and cloud solutions with 47 locations across the Midwest.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Leighton Interactive?

We wanted to turn our informational website into a lead-generating tool, so we hired Leighton to provide inbound marketing services.

SOLUTION

What was the scope of their involvement?

They started by revamping our website to ensure our content was SEO-optimized and included call-to-action buttons on each page. They migrated our system to the HubSpot platform, which allows us to create landing pages for campaigns and promotions, and also helps us track leads and results.

They also provide consultation services. They conduct SEO research to maintain a detailed schedule of varying blog topics, and their staff writers then interview subject-matter experts and translate those conversations into blog posts. Drafts are submitted to us for edits and final approval. We now have over 1,000 blogs to help educate existing and prospective clients.

They manage social media posts based on blog topics and provide assistance with Google AdWords.

Leighton works to ensure their marketing aligns with our target demographic. They conduct ample research and we meet at the beginning of each year to ensure our marketing tactics appeal to our prospective clients.

As an integrated part of our team, Leighton also assists with our long-term growth strategies. We have quarterly meetings to evaluate results, and they offer suggestions for improvement.

What is the team dynamic?

Our online marketing specialist connects with Jennifer [Keul, Vice President, Leighton Interactive] once a week. We also meet with Bridget [Deutz, Director of Inbound Marketing, Leighton] and Claire [Richards, Art Director, Leighton] during our quarterly meetings.

How did you come to work with Leighton Interactive?

Our CEO formed a business relationship with Leighton’s owners. They were invited in to pitch the inbound marketing concept, to highlight our potential gains, and we were convinced enough to move forward with the partnership.

What is the status of this engagement?

We had our roll out in 2014 and our relationship is ongoing.

RESULTS & FEEDBACK

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

We’ve generated roughly 1,100 leads from our website since implementing the inbound marketing strategies. This has resulted in $2.5 million worth of business.

Our blog posts average 14,000 views per month, with a sizeable amount coming in organically from search engines. Our website averages roughly 45,000 visits per month.

How did Leighton Interactive perform from a project management standpoint?

Jennifer has been our account manager from the beginning, and she does an excellent job of keeping the project on track and bringing in the right resources for our needs. In addition to our weekly calls, I have an in-depth meeting with Jennifer once a month to go over internal business strategies.

Between these regularly-scheduled meetings, they’re always available through phone and email and are very responsive.

What did you find most impressive about them?

They really value the success of their client. We view Leighton as an extension of our team, and they put in the effort to make sure we’re satisfied. We’re obviously happy when we see results, but Leighton is also genuinely excited when our business grows.

Are there any areas they could improve?

We have a trusting, transparent relationship that allows us to address any issues as they develop. Because we’re able to communicate so effectively, I can’t think of any suggestions for improvement.

Do you have any advice for potential customers?

I recently recommended them to one of our clients. I told him that Leighton will work to understand his business and offer custom strategies rather than cookie-cutter solutions. I would stress this to anyone; Leighton really works to understand the customer's needs.

BACKGROUND

Introduce your business and what you do there.

I’m the president of Printware; we develop and provide pre-press equipment to the graphic arts industry. We serve roughly 2,000 customers in North America.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Leighton Interactive?

As a small company, our challenge is effectively educating a broad base of customers about our unique/niche printing solutions. Specifically, we wanted to improve our website and develop a marketing plan for the iJetColor inkjet printer to attract prospective customers.

SOLUTION

What was the scope of their involvement?

Before Leighton, we did our marketing mainly via traditional methods: trade shows, customer communications, etc. Leighton was the first company we outsourced for content and outbound marketing.

First, they interviewed some of our clients to understand them and our market. After they got a good grasp, they reviewed our website to see how well it told our story, explained products, and interacted with customers. Leighton made a whole series of recommendations that helped the site provide information in a way that made sense to a customer; for example, now it uses simpler language, has a more intuitive search feature, and has product videos. They also introduced marketing tools like HubSpot that let us track customers’ interactions and optimize their visit.

Currently, Leighton develops outbound marketing messages through various electronic methods on a monthly basis. They’ve taken an active role in shaping our language: the product benefits, the tone and message of the newsletter, blog content, etc. It’s all become much more customer-centric and more meaningful to a wider range of clients.

How did you come to work with Leighton Interactive?

They had an open house and we were impressed by their approach to analytics. When we met with their team, we discussed new ways to promote our product and develop prospects. We then talked to one of their biggest clients, and they gave us great insight and recommendations, so we hired Leighton.

How much have you invested with them?

We spend around $60,000 – $75,000 on an annual basis.

What is the status of this engagement?

We started in January 2017, and it’s still ongoing.

RESULTS & FEEDBACK

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

HubSpot helps us track metrics better than before, which aids in developing prospects and turning them into marketing/sales-qualified leads and customers. The sales and conversion rates are a little ahead of last year, and it was already a high growth rate. We're seeing higher quantities of engagement in a broader range of prospects, which will probably lead to future sales. More people are engaged in the website and reading the blogs, and more information is being downloaded. Leighton has provided a whole new approach to marketing and processing sales.

How did Leighton Interactive perform from a project management standpoint?

We've had conversations with their ownership and also a couple of account managers, who are all excellent. We talk with the managers at least once a week, but sometimes daily when we have a big project. The communication is collaborative, in-depth, and thorough to keep us informed, and Leighton understands our technology and how it benefits the clients.

What did you find most impressive about them?

Leighton crafts your story in a meaningful way and has a proven marketing process that brings results, which aren't instantaneous but produce better qualified leads.

Are there any areas they could improve?

They're big believers in electronic marketing, but some people still gather information the old fashion way: through associations, trade shows, and other individuals. I think understanding and integrating traditional marketing methods would increase their value and appeal.

Advice for potential customers?

Go in with a clear picture of what you hope to accomplish and how you’ll measure it. Identify what will truly make your brand or company improve, and Leighton will help you accomplish it.

BACKGROUND

Introduce your business and what you do there.

Mead Metals is an independent metal service center, located in St.Paul, MN. We offer flat-rolled metal processing for a variety of specialty products. I am the director of sales. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Leighton Interactive?

Our website was antiquated, and not at all mobile friendly. We were seeking a partner to rebuilt it and ensure we were aligned with best practices. While interviewing Leighton, we also realized a need to develop an inbound marketing strategy.

SOLUTION

What was the scope of their involvement?

We had no inbound marketing presence prior to working with Leighton. Mead had a pen and paper mentality, and they’ve shown us how to use the internet without any fear of it. Leighton went beyond a simple build, and taught us about inbound marketing. They implemented best practices to make the website a better sales tool, and not just a reference catalog.

In addition to developing fresh content for the website, they stressed the benefit of social media opportunities. We’re partnering with them on blog writing and developing landing pages, and we’re working on strategies for the tools within our website. HubSpot is our CRM [customer relationship management] tool, which we use to nurture our customers and work them through the sales funnel.

Leighton is helping us develop an online persona, aimed at our target audience. They interviewed us and our customers to understand what content had the most value. We’ve repurposed a lot of data, charts, and information, which now appears in a softer, easier format for users to peruse. We’ve also improved the site’s consistency, and made it more relevant to mobile users.

An important feature they developed are short articles about the products we carry. We call these our white pages, and they've become an effective tool in both our sales process and enhanced our website content.

What is the team dynamic?

Emily [Account Manager, Leighton Interactive] is our project manager, and we have a full team at our disposal. We have a weekly meeting to go over the scope of what’s been processed and to understand our priorities for the upcoming week. Our internal authors also collaborate with their writers, sometimes by phone.

How did you come to work with Leighton Interactive?

They were they were a referral. Their president and ours met through a networking event. Leighton came in at the tail end of our research, and proved their knowledge and responsiveness through the interview process. They pointed out our marketing weaknesses, and challenged with us to strengthen our online position. They were experts in a field where we had no expertise.    

How much have you invested with them?

Our annual cost is approximately $84,000.

What is the status of this engagement?

We launched the new website in April 2017, but we started working on content in December 2016. We’re still collaborating on our blog topics and other social media, as well as inbound marketing strategies.

RESULTS & FEEDBACK

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

We haven’t noticed a sharp increase in general web traffic, but we’ve seen dramatic increases in qualified leads. We’ve roughly tripled our rate of securing new customers because our leads are more qualified than ever before. Prior to our web relaunch, we would activate about two new customers per week, and now that number is closer to five or six new customers per week.

How did Leighton Interactive perform from a project management standpoint?

I’m very happy with our project manager, Emily. She holds us accountable, even when we venture outside of our comfort zone. Her team researches industry standards, and proposes topics for our blog. They’re also very respectful of any challenges we face internally in terms of scheduling. They’re flexible, and they pivot to accommodate our needs and priorities.

What did you find most impressive about them?

They have a great breadth and depth of understanding their role and how to enhance Mead's presence. They consistently prove they are leaders in their industry, and stay current with best practices. They’re also quick to adjust when they discover a problem.

Are there any areas they could improve?

They occasionally tell us about additional services or opportunities, which might come off as a sales pitch. However, they never try to force a sale, and point out other options that exist.