Blue Yarn Media

BACKGROUND

Please describe your company and your position there.

I am the Director of Adoption, previously Director of Demand Generation at one of the largest SaaS companies. I was responsible for all paid digital efforts for demand gen, and now lead adoption/retention efforts.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blue Yarn Media?

We needed a turn-key SEM agency to manage our startup's SEM. After we were acquired we retained Blue Yarn to manage our growing portfolio of needs. Expanding our SEM efforts to be global, while adding in display, video, retargeting, and all things Google owned digital.

What were your goals for this project?

The goals were and are primarily lead gen. At first we were driving to our free trial, but over time we grew to many other offers, as well as expanding to multiple brand/awareness campaigns to open new markets.

SOLUTION

How did you select Blue Yarn Media?

I have worked with a partner of Blue Yarn in previous roles, and was recommended Blue Yarn for my current needs.

Describe the scope of their work in detail.

Blue Yarn has full control over the day-to-day operations of our Google ad spend. They are tasked with the performance of CPL, CPC etc. while staying within the budget that we decide together.

They are responsible for all reporting and analytics which get shared up to our Executive team in QBRs as well as weekly update calls. They are an extension of our team, with access to our tools and we are in constant communication, just like they worked for our company.

What was the team composition?

We work with our Account Owner, who is the primary day-to-day operator of our campaigns. We also have an analyst that we work with that provides support when needed.

RESULTS & FEEDBACK

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

We have used Blue Yarn for the past 4+ years, with clear success across the board. With every strategy change that a growing startup goes through, Blue Yarn was able to quickly adjust with us, and exceed our performance goals.

How effective was the workflow between your team and theirs?

We work seamlessly together. We have many shared documents and chat daily to work together. It really feels like they are just an extension of our team, not a third-party vendor.

What did you find most impressive about this company?

I've said it before, the way that they feel like a part of our team. Not a third-party vendor. They are always available for off-schedule meetings, chats, whatever. There is a definite care for our Brands success that is rare with most agencies who are just after the money. I truly feel like my Account Manager and I are friends, and care about each other as people, not just a business relationship.

Are there any areas for improvement?

I haven't found any in the 4+ years of doing business. Every time we need something to change, it happens.

BACKGROUND

Please describe your company and your position there.

I was the Director of Demand Generation where I oversaw PPC marketing, which is how I worked with Blue Yarn. We are a 3D-data and imaging company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blue Yarn Media, and what were your goals?

We hired Blue Yarn Media for digital marketing strategy, execution, and reporting on social media and display. Our goals were to drive qualified lead volumes to the sales team.

SOLUTION

How did you select Blue Yarn Media and what were the deciding factors?

When I came onboard, Matterport had been working with Blue Yarn Media for over a year. Their knowledge of our multiple target audiences, and innovative digital marketing strategies enabled us to continue with the relationship.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

The scope of work included creating marketing strategies, implementing social and display media marketing campaigns, and ongoing optimization of those campaigns. Blue Yarn Media consistently came to us with proactive recommendations for new ad tests and audience segmentation that would improve our results.

In addition, the team at Blue Yarn Media was accountable for reporting results through Salesforce so we could clearly identify impact from advertising to our revenue.

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

We worked with 4 people at Blue Yarn Media, including the Founder, an Account Director, Marketing Analyst, and Social Marketing Specialist.

RESULTS & FEEDBACK

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

Our SQL conversion for our digital campaigns improved 50%+ over our initial baseline with their ongoing management and optimization efforts. We also saw drops in our CPL and CPMQL as we were able to improve targeting.

Blue Yarn was effective in understanding our ICP and then advise us on targeting options. Their reporting on our campaigns helped us identify areas for spend optimization. I was happy with the results they delivered.

Describe their project management style, including communication tools and timelines.

We had weekly meetings to discuss performance updates, including clear next steps each week for what would be done to our accounts for additional iteration. Other communication touchpoints were through email.

Delivery timelines were always met unless we had mutually discussed and agreed upon changes. Blue Yarn was always very accommodating of requests for reports or accelerated turnarounds on campaign setups. They were also available for after-hours calls on more than a few occasions.

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

I found that the most impressive aspects of working with this team were their out-of-the-box ideas, including willingness to meet with our sales team to get feedback to improve performance.

They also identified software vendors that were good fits for us in terms of lead generation, spend optimization - Simpli.Fi, Hushly to name a few In addition, they had expert knowledge of the tools and platforms they managed.

Reporting on our campaigns was also made very convenient. They would also take on extra research from time to time that wasn’t directly related to our contract with them in the spirit of exploration, increasing our joint knowledge on various avenues.

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

I was quite satisfied with their support and professionalism, not very much that I would have liked them to do differently. They were a hard-working and high-performing team.

As would any ambitious client I could only wish for quicker turnaround and greater availability - but that’s pushing them to go beyond reasonable expectations; they definitely met their SLAs to us.

Their team is dedicated to their clients’ success and this was reflected in our campaign results and their dedication to identifying avenues for improvement and their transparency overall.

They were quick to pick up on our ICP and were very eager to learn more about the business - this sort of hands-on involvement, willingness to go the extra-mile and being fresh ideas and tech. solutions was really what made them stand out.

BACKGROUND

Please describe your company and your position there.

I am a Marketing Director for an up-start B2B product within a large SaaS organization. We help teams work as one team from anywhere in order to keep customers happy everywhere. I am responsible for awareness and pipe generation via external campaigns.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blue Yarn Media, and what were your goals?

We are a lean team with a sizable budget and we wanted to increase brand awareness and generate qualified leads via our search and retargeted efforts. We hired them to provide full-scale support for all things Google ads, including SEM, Display and YouTube to drive brand awareness, engagement and pipe generation.

SOLUTION

How did you select Blue Yarn Media and what were the deciding factors?

Team members had previously worked with them and had glowing reviews. They were familiar with our systems and had deep expertise. We also liked their personalized approach.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

We’ve made and continue to make ongoing optimizations (keywords, bidding, landing page enhancements, site links, etc.) and have needed to support many messaging and audience pivots. The team provides thoughtful, personalized recommendations that they quickly put into action.

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

We meet and work with the founder and search specialist on a weekly basis to review and optimize campaigns. We also work with an analyst who creates weekly, quarterly and annual performance updates and reports.

RESULTS & FEEDBACK

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

All deliverables have been thoughtful and high quality. We've made many pivots in our strategy and everything has been launched in time on budget. SEM has gone from a bit of an afterthought to one of our most effective awareness and demand gen channels.

Describe their project management style, including communication tools and timelines.

We use Quip as our central collaboration/productivity hub, which keeps us on track, organized and on the same page. In Quip we post meeting agendas, status updates and action items, questions and feedback.

It's also our source for reporting and performance updates which are either dropped directly in the Quip doc or are linked out to a larger report. We meet weekly to review everything and plan for the future. They've met every deadline we've set -- which I can't say for most vendors/partners.

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

They truly are an extension of our team. We can rely on them and trust their expertise and feel that my goals are theirs and they do everything in their power/arena to help my business succeed.

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

Nope

BACKGROUND

Please describe your company and your position there.

This was for a cloud services company. My position was as a Senior Director managing multiple teams, and facilitating the relationship with Blue Yarn Media.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blue Yarn Media?

Blue Yarn Media was hired to help us generate leads for the sales team. This was done using social media marketing strategies, including campaigns on Facebook and LinkedIn.

What were your goals for this project?

Our goals were to generate sales leads and awareness of our services from high-level IT decision makers.

SOLUTION

How did you select Blue Yarn Media?

Blue Yarn Media was referred to us. After interviewing them, we recognized that their expertise in B2B and IT startups was a good fit for us.

Describe the scope of their work in detail.

The scope of their work was to help us lay the groundwork for marketing success, including in reporting and campaign setup. They helped us to set up our Google Analytics, provided recommendations for Salesforce setup and gave ongoing feedback about our landing page content and layout. In addition, they performed ad setup, such as recommended audiences and imagery to use in our advertising. Once we had the foundation laid, they setup and managed our campaigns.

What was the team composition?

The team included an account director to manage timelines and campaign execution, as well as the founder for additional strategic guidance.

RESULTS & FEEDBACK

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

Blue Yarn Media grew lead volumes more than 3x over the course of the campaign with drops in cost per lead throughout the duration of the campaign.

How effective was the workflow between your team and theirs?

The workflow was effective with the use of collaboration tools, such as Google Docs/Sheets, and regular meetings to ensure the project stayed on track.

What did you find most impressive about this company?

This company continually surprised us with their level of insight and strategic recommendations to improve the campaign performance. They were constantly coming up with new campaign iterations that drove ongoing success through the duration of the campaign.

Are there any areas for improvement?

The project went very smoothly and we were happy with the results of our partnership.

BACKGROUND

Please describe your company and your position there.

I have a Naturopathic and Functional Medicine Medical Practice and I am the Owner and Physician.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Blue Yarn Media, and what were your goals?

We hired Blue Yarn Media to get more traffic from Google Search and to track our progress in Google Analytics.

SOLUTION

How did you select Blue Yarn Media and what were the deciding factors?

We were referred to Blue Yarn Media for their services.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Blue Yarn Media audited our site and our Google My Business. They shared a 90-day plan that would help us to achieve our site traffic growth goals. In addition, they helped us to check and update our goals in Google Analytics to monitor progress.

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

We worked with the Founder and the SEO specialist at Blue Yarn Media.

RESULTS & FEEDBACK

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

Clicks to our site increased by 45% and actions from our Google My Business listing increased 96%

Describe their project management style, including communication tools and timelines.

Our primary communication methods were using email. Communication was very proactive and reports were delivered each month to communicate progress.

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

They were able to achieve a lot for my business in a short amount of time.

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

Everything that was done met or exceeded my expectations.