Brandpoint

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a NetSuite ERP solutions provider.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Brandpoint?

We wanted to improve our new customer acquisition with content marketing.

SOLUTION

What was the scope of their involvement?

First, they did a web strategy and content refresh for our WordPress website. Then, they did a content audit and updated our site’s content. Next, they published additional landing pages specifically for the industry we serve. Then, they created a content plan to publish semi-monthly blogs, whitepapers, and case studies. We post it on our blog, Facebook, LinkedIn, and Twitter.

What is the team composition?

We worked with a content writer, an account manager, and a strategy specialist.

How did you come to work with Brandpoint?

I found them through Google. They were ranked highly for content marketing. The salesperson did a great job of selling me on their services.  

How much have you invested with them?

We spent $50,000.

What is the status of this engagement?

We started working together in December 2019, and we wrapped up in December 2020.

RESULTS & FEEDBACK

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

Some of the metrics we looked at were new customer acquisition and ranking on specific keywords. We haven’t had any new customer acquisitions directly related to the content base they did, but it’s not like we’re selling a product where you can see direct conversions on the website. We did improve keyword ranking, but none of our targets even cracked the top 20.

It was very difficult to work with them. I was sold on a partner that was really going to learn my business and become an extension of our marketing. They never gained a fundamental understanding of how our business worked and we needed to hold their hand on every topic they wrote on with multiple re-writes.

How did Brandpoint perform from a project management standpoint?

They were very organized. They delivered the content on time for the first draft but it would take multiple iterations to get something that would be able to be published to our website. The content they delivered wasn’t really in line with the content audit we initially did where we came up with the plan.

We never got any case studies delivered and the white papers we got were generic; they weren’t thought leadership pieces by any means. In a couple of instances, we gave them articles from NetSuite and they wrote 1–2 sentences of their own and copied and pasted the rest.

What did you find most impressive about them?

The content writing was okay but I wouldn’t say it was a strength because of their lack of understanding of our business.

Are there any areas they could improve?

If your business is highly technical it’s like pulling teeth to get them to understand the content. I had to go over information multiple times. They would record the calls and lose the recordings and claim we didn’t go over the topic. They could benefit from a project management tool or better organization.

Do you have any advice for potential customers?

They probably do very well with topics they understand. The content that they eventually delivered was good, but it took too much hand-holding on our end. If you are going to work with them, have someone dedicated and knowledgeable to work with them so you can do multiple iterations with them.

BACKGROUND

Please describe your company and your position there.

I am the marketing specialist at a photography company that specializes in professional portraits for preschoolers. I manage both the print and digital assets of our business.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Brandpoint?

We needed to create a blog and leverage the platform in our marketing strategy.

What were your goals for this project?

We wanted to retain our current customers and attract new business prospects.

SOLUTION

How did you select this vendor?

They were a local company.

Describe the scope of their work in detail.

Using some of our ideas and drawing from their own experience, Brandpoint quickly created written and visual blog content. They continue to update and optimize our blog.

What was the team composition?

We worked with an account executive and a content writer.

RESULTS & FEEDBACK

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

Brandpoint helped us through the initial stages of the project. We now have enough basic content to move into creating videos, infographics, and email content.

How effective was the workflow between your team and theirs?

They efficiently and effectively managed the project. They are very responsive to my requests and questions.

What did you find most impressive about this company?

I appreciate the relationship we have with each of their team members. They are extremely personable, but remain professional in their approach to the partnership. Brandpoint provides valuable feedback and insight for each task.

Are there any areas for improvement?

We are very pleased with our writer, but we don’t have a resource that specializes in leveraging that content.

BACKGROUND

Please describe your company and your position there.

I’m the senior marketing manager at First Western Bank & Trust. We provide national B2B lending services under the brand Advance Acceptance.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Brandpoint?

We needed to create long-form content for our website, which could be repurposed for marketing automation, social media, and other digital channels.

What were your goals for this project?

We wanted to have a steady source of engaging content.

SOLUTION

How did you select this vendor?

I was referred to them by other marketing leaders I knew due to my networking and activities with the American Marketing Association.

Describe the scope of their work in detail.

Brandpoint took a very strategic approach and reviewed my marketing plan as well as the user/buyer/audience personas. They went through a detailed documentation process to learn about our market verticals and business practices.

What was the team composition?

The team consisted of an account manager, a project manager, an editorial manager, and a copywriter.

RESULTS & FEEDBACK

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

We've been able to steadily maintain content on the website and alleviate internal time constraints due to having a small team. We've been able to publish content to social media on a consistent basis, and also use it for marketing automation and customer newsletters. It effectively drives traffic to our website.

How effective was the workflow between your team and theirs?

It was like having another marketing staff member in-house.

What did you find most impressive about this company?

Their attention to detail, ability to execute and price set them apart.

Are there any areas for improvement?

Not that I'm aware of. They took feedback and direction well.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing lead at Redpath, a Salesforce consulting partner. We help mid-markets, enterprise companies, and nonprofits with implementing marketing automation, CRM [customer relationship management], and anything related to Salesforce in terms of trying to automate business processes.

I handle setting the strategic vision for marketing our prospects and leads, establishing the structure for achieving that vision, and working with various vendors to execute those tactics. We’ve partnered with a couple of vendors for content marketing, AdWords, and managing our website. I handle the tactical work. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Brandpoint?

We were deciding whether to hire two full-time equivalents to help with some of the strategic and tactical sides of our content marketing or to hire a single vendor who could outsource that work. We knew that content marketing required a major time investment for us. We tried to make a case for both options and chose to outsource. Brandpoint now acts as an extension of our marketing team.

SOLUTION

What was the scope of their involvement?

We outlined exactly what we wanted from them, and we asked them to challenge us. We believe that if we just tell people what we want, we lose the opportunity to learn how to make our marketing better. We liked their proposal and added to it ourselves. They’re providing a series of blog posts that will be deployed over the next year, four white papers, an eBook, and case studies. We put together a project calendar detailing when these items would be published and when Brandpoint would be involved.

They also offer strategic consulting for content marketing. We set aside some time to go over ideas I have or come up with a strategic plan for executing them.

How many resources were assigned to your project?

We have a flat structure, which I prefer. I don’t have to go through a bunch of hoops to contact the right person. I have a project manager and the main staff writer who produces all the content. A designer also comes on board whenever the content requires a layout or graphics.

How did you come to work with Brandpoint?

They reached out to us because they were looking for Salesforce consulting services. After we helped them, we decided 6 months to a year later that we needed to amplify our marketing. We evaluated a few other vendors and chose Brandpoint because of their experience in the industry. They offer an all-in-one marketing package. I don’t have to go to a vendor for something specific. I can go to Brandpoint for content marketing, web help, and a few other digital marketing items.

How much have you invested with Brandpoint?

We’ve spent $10,000 with them so far.

What is the status of this engagement?

We started working with them in May 2017, and the work is ongoing. Our contract will last through the end of this year. 

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?

We have a pretty audacious goal for this year, and we want them to challenge us and explain how to get there. In their eyes, the ROI will take 12–18 months once the content is published. From an organic traffic standpoint, that makes sense.

Their work has been a huge help in terms of cost-effectiveness and time-savings. We don’t have to pay two full-time equivalents to get the work done. Instead, we pay the full-time equivalent for one firm who can do three jobs for an entire year.

How did Brandpoint perform from a project management standpoint?

Everything is seamless in terms of executing the tasks. At the start of the project, we established a calendar with them. They use a proprietary digital platform called The Brandpoint Hub, which they built. We use this tool for managing our relationship—through project management, a calendar, and writing—so I don’t have to go back and forth via email. They set publishing dates and handled the day-to-day work. They also send a draft for me to approve. In their platform, I make my edits and comments and send the document back to the writer or designer. They make the necessary changes or ask follow-up questions through the platform. All the revisions are managed online as well. If we lose a draft, it’s still stored in the cloud.

What did you find most impressive about Brandpoint?

They have a vested interest in our success. We’re both marketing teams, so they understand our position and really believe in building quality work. They ask for feedback and try to understand what we’re trying to accomplish. They’re not afraid to challenge us, which I appreciate. A lot of companies tend to be order-takers. They’ve proven themselves in the first couple of months of our partnership.