Bexi, Inc.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and VP of Squigl, a media and software organization that primarily serves Fortune 500 enterprises. We have a very successful brand with higher-level executives in the marketing and the training and development industries, so corporate communications is a throughline for us. We employ around 25 full-time employees, and we’ve been in business for 11 years, currently reaching over 1,000 customers worldwide.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bexi, Inc.?

In June 2021, we started a marketing organization reboot to restart our efforts with a new team. Some employees left, others were promoted, and others were let go. Thus, we needed a new generalist marketing resource to take over our digital campaigns, but instead of building a new in-house team, we decided to hire Bexi.

SOLUTION

What was the scope of their involvement?

Our last site was built around two and a half years before, and it was outdated. Thus, Bexi initially spent the first three months of our engagement helping us build an in-depth strategy to optimize it.

For this effort, they did a comprehensive audit and a deep-dive analysis of our website, also looking at our competition, other websites, and industry trends. After that, they came back with a report detailing which aspects they needed to fix and in which order. The report included useful initiatives to decrease our page load time, optimize our bounce rate, and generate more inquiries and leads, among other strategies.

For example, we had a lot of blog pages getting thousands of people reading them, but no one was taking the next step. Bexi’s strategy was to change the blogs’ UI/UX, adding some extra fields, forms, and buttons to increase our conversion rate.

Another example is that we had a very complicated frontend technology stack on our WordPress site, integrating HubSpot and 7–10 other plugins. Nevertheless, they managed to turn all those different technological components into a unified system.

After our initial project, we designed a complete inbound content creation strategy, which included web media spent optimization, web trafficking ad strategies, and SEM. Since then, they’ve been optimizing our traffic spent in a way that we could never have.

To this day, Bexi also keeps optimizing our site, mostly through backend development work. The frontend has stayed almost the same, maintaining its look and feel, colors, fonts, layout, and graphics, but what Bexi has done to the backend has made a tremendous difference. Additionally, they leverage HubSpot’s capabilities for demand generation, which is the ultimate goal.

What is the team composition?

Bexi has different specialists for every subdiscipline of website optimization, and it is not like they have, for example, an SEO specialist; it goes even further. They have a keyword research specialist, a copywriting specialist, and more people focused on different sub-verticals. In total, we’ve had around 10 different specialists from different departments working on our account.

How did you come to work with Bexi, Inc.?

Bexi’s CMO contacted me through LinkedIn, telling me that they loved what we did and asking if we wanted to see what they did. I clicked on her profile and discovered that she had the kind of experience that I would’ve loved to have internally but couldn't afford.

I realized that I could work with this person through her team, which was almost as good as having her internally, so I showed interest and asked her to have a conversation. She introduced me to their general manager, and within a month, we were working together.

What is the status of this engagement?

We started working together in June 2021, and our engagement is ongoing. Initially, we signed a six-month agreement, and we’re now on our second six-month agreement. Once our current contract ends, we will likely sign a new one for 12, 18, or even 24 months.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? We attribute our revenue to our website activity. Every time a visitor clicks on something, downloads content, fills a form, or signs for our newsletter, we attribute a different revenue value to each interaction.

Just in February 2022, and considering that we’re just on February 10th, Bexi has generated $270,000 worth of website activity. Our monthly goal is $600,000–$750,000, so we’re currently ahead of our goal.

Overall, Bexi has a really efficient approach. They overperform, and the website metrics continue to validate that.

How did Bexi, Inc. perform from a project management standpoint?

Bexi offers stellar customer service. After one of our project management meetings with their account executives, a week went by where we didn’t have any activity or follow-ups. I talked to the general manager, and he acknowledged and apologized for a quiet week. Then, he offered to extend our contract by one whole month free of charge for that slow week. That’s a clear example of how they operate; they’re very focused on the activity because it is what gets results.

Additionally, Bexi is very attentive. Four months after our engagement started, I happened to be in San Francisco, and I had two hours to spend before my flight departed. Bexi’s CEO found out about it, changed his calendar, and canceled his flight in order to meet me in person for a conference, which was amazing.

We communicate via Slack, Zoom, Google Meet, email, and phone calls.

What did you find most impressive about them?

I have 12 years of experience working in the B2B space with different agencies at different levels, from very recognized companies to small shops. However, Bexi’s work is the best I’ve ever seen. Their analysis, research, strategy, data, backend optimization, and technical acumen skill sets are extraordinary, and they over-deliver at every step. Additionally, their whole team is very smart and skilled, and the quality of their products is very good, as are the results. It is almost like they’re all getting their MBAs.

Are there any areas they could improve?

I would advise Bexi to change from a weekly to a twice-per-week project management meetings frequency because this is a fast-moving industry. However, I know that if I ask them to do it, they will probably do it; I just haven’t asked them yet.

Do you have any advice for potential customers?

Bexi isn’t a recognized company, so you have to get over the fact that you’ll be working with a younger agency. Once you take the leap, you’ll see the rewards coming in.