Bull Media

BACKGROUND

Please describe your company and your position there.

I'm the VP of Marketing at a Series A SaaS startup

OPPORTUNITY / CHALLENGE

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

Looking for demand generation strategy and execution with a modern approach that would drive pipeline and ARR for the company

SOLUTION

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

I knew they’d be able to help us both capture demand and create demand. He also seemed very organized, easy to work with, and would bring new ideas to the table for us.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Put simply, the focus has been co-creation of the demand gen strategy and a heavy focus on constant execution and monitoring. Bull Media has helped us primarily with paid media across LinkedIn, Facebook, and Instagram. They're comfortable using Salesforce, Hubspot, Google Tag Manager, Google Analytics, Metadata, and other tools as necessary.

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

Primarily 1

RESULTS & FEEDBACK

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

Bull Media has contributed to us growing our inbound pipeline significantly and with quality

How effective was the workflow between your team and theirs?

We had a regular meeting cadence, Bull Media was part of our Slack, and we started using ClickUp to start tracking projects

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

We're impressed with their level of knowledge and focus on execution.

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

Occasionally, optimistic timelines were set for tasks and they slipped. However, it does not happen often.

BACKGROUND

Introduce your business and what you do there.

I’m the head of marketing at Happy Cabbage Analytics, a cannabis analytics software firm. I run the marketing function, which includes managing our paid and organic marketing efforts. I work with partners and writers to publish content and run campaigns; I also support the rest of the revenue team with their functions.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Bull Media?

We were scaling up our marketing program and decided to invest in paid media. We wanted to get relevant content in front of LinkedIn, Facebook, and Instagram users and have someone manage our Google Ads account to capture potential customers seeking our services.

SOLUTION

What was the scope of their involvement?

Blake (Founder & B2B Demand Generation Consultant) from Bull Media managed our paid social media and search campaigns. He was responsible for updating and editing campaigns, and I developed some of the creative assets with him. He offered to create them entirely, but we did not use that service. 

On the paid social media side, they marketed our product tours through paid Facebook content, created general awareness around the features and use cases of our product, and exposed issues retail dispensaries may have with their current solutions. 

On the paid search side, they ran keyword campaigns to bring potential customers to our website. For example, we ran a text marketing campaign targeted at dispensaries.

What is the team composition?

I was in direct contact with Blake.

How did you come to work with Bull Media?

I followed a company that Blake used to work for on LinkedIn. He posted that he had openings for clients seeking paid media support, and I knew he was credible from his previous posts. We messaged each other on LinkedIn to set up a meeting and execute the contract.

How much have you invested with them?

We paid them $15,000, investing around $2,500 a month.

What is the status of this engagement?

We worked with Bull Media from September 2022–January 2023. 

RESULTS & FEEDBACK

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

We grew our pipeline’s contract value by 950%. We exceeded our Q4 revenue target by 5% as a direct result of Bull Media’s work. We paused our engagement because our internal budget changed, not for any reason related to Bull Media’s work.

How did Bull Media perform from a project management standpoint?

Blake was well-versed in project management. We predominantly communicated via Slack, and he knew what to share to enable us to make decisions about the campaigns. The process of updating campaigns was seamless; he would make edits within the same week I requested them, which was awesome.

We held monthly reviews to examine what business was being generated and evaluate the campaigns; he put together revenue efficiency metrics and graphics performance reports himself. His presentations on these items were really helpful to me.

Are there any areas they could improve?

We could’ve used more consultation on the creative side of things. Bull Media did not offer this as part of their services when our partnership started, but now they do. Even though it was not part of our agreement, they did provide some guidance on the creative side.