Building B2B brands to outperform.
Merton Way is a digital marketing agency and consultancy. Clients include a NASDAQ computer maker, an edtech SaaS outfit, and a $160MM construction company. Companies like Techtonic, BusPatrol, DellEMC, and Participant Capital rely on Merton Way's business sense and creative vision.
What we do. Our focus is yours: brand building, lead generation, product launches, and sharpening your positioning.
We do projects and can provide a Marketing-as-a-Service. MaaS is a transparent method that integrates your in-house strengths with our capabilities, based on what will deliver results at the right cost.
- Research & marketing plans
- Branding & positioning
- Web design & ecommerce
- Content & copywriting
- Email automation
- White papers, case studies
- RFP, RFI, and complex B2B & B2G content
We focus on B2B and B2G. Like your brand, we do not pretend to be all things to all people. We serve select industries:
- Architecture, Engineering & Construction (AEC)
- Business Services, Consulting & Finance
- Computers & IT Services
- Distribution & Manufacturing
- Education & Training
- Medical Devices & Engineered Products
- SaaS, PaaS & B2B Enterprise Applications
Why Merton Way? Our clients tend to think of agencies in one of three ways:
- We market complex, disruptive solutions. We need people with "certain skills."
- Our business values people who think and act like product managers. They own it. They anticipate how sales happens in the real world.
- Turnover is a reality. To be stable and scale, the right agency can fill in the blanks, going above and beyond "creative."
Making brands move people. Merton Way is led by former Fortune 10 executives who also built and sold start-ups. We understand P&L, pipelines, product launches, scrums -- we speak your language. We look forward to serving you.
Focus
Recommended Providers
Portfolio
IBM, Facebook & Airbnb Storytelling: Case Studies
The Ask
Mayven Studios is an innovative, highly organized software development company. Operating out of California, they have teams in India and other countires, working round the clock for A-list clients. The mobile apps, websites and other projects are mind-blowing.
But they're so busy, who is telling their story? The founders asked Merton Way to help with a content strategy to get the word out.
The Work
The list of brands served by Mayven takes the breath away: IBM, Facebook, Airbnb. Then, you see the applications they've built. Nothing short of astounding. Mayven is doing amazing work, so this project was all about interviewing the brilliant minds to capture all that goodness in some case studies.
The Win
With a general framework in mind for the case studies, the interview process yielded the right kinds of details about the projects and outcomes. Readers may care about programming languages, but they'd care even more to know that Mayven could deliver major wins with minimal direction.
Too often, however, other outsourcing companies like Mayven, get preoccupied with their bragging rights to how many full-stack developers they have on staff. Body counts of coders are just table steaks.
The real question is, "Can you build the UI for our launch of IBM Watson in 30 days?" That's the sizzle!
Architecture, Engineering & Construction
The Ask
The Beam Team is a family-owned general contractor based in Alpharetta, GA. They approached Merton Way seeking a holistic approach to mission, vision and values. Prizing their people, the 35-year old construction company also wanted a long-range strategic plan and more sophisticated marketing.
Could Merton Way's unique model of management consulting and digital branding be the answer?
The Work
The process got underway with a series of off-site Legacy Brand retreats. These executive and management sessions created alignment on goals, strategies and tactics. The organization also took an honest look at areas for improvement and gaps in its operations.
Market research, evaluating customer data and other homework started to pull all the pieces together.
The Win
With a strategic plan now in place, it was time to re-brand. The new tagline, "Building Legendary Brands," seemed to author itself. This is a company serving America's #1 brands in pharmacy, big box and consumer electronics. They truly are building the stores for the legends in U.S. retail.
Merton Way wrote and launched a new website, set up its marketing automation and established thoughtleadership programs with fresh content for decision-makers in QSR, hospitality, grocery and other key segments.
From strategy through execution, a legacy brand was reborn.
Dell EMC, Google & Microsoft with Kubernetes
The Ask
In a short period of time, Dell EMC has innovated and risen to dominate a segment called, Hyperconverged Infrastructure, or HCI. This fast-growing market enables easier, faster, lower cost management of infrastructures for storage, hosting, streaming, development...you name it.
Merton Way and its strategic partner, Cloud Evolutions, work with Dell EMC to test the performance of its latest, greatest products.
Then, we write about them. What could be cooler than that?
The Work
One recent project included Dell EMC's solutions for Kubernetes and cloud native application development. This entailed reviewing a panolopy of stacks that integrate Dell EMC, VMware, Intel, and other technologies to run on cloud brands, like Microsoft Azure and Google Anthos.
This ambitious study included weeks of interviews and research with senior product managers and thoughtleaders across these major brands.
The Win
One outcome was a 24-page white paper that dove deeply into options for CIOs, who want to know how they might adopt and scale DevOps going cloud native. Merton Way was honored to be a part of Dell EMC's team on its Kubernetes project, alongside folks from Cloud Evolutions, and a host of other incredible HCI and open source brainiacs.
SaaS Helpdesk Strategy, Branding & Website
The Ask
FuseDesk is a SaaS helpdesk system that has served SMBs since Jeremy Shapiro began the company a few years ago. The suite has grown into a powerful, scalable systetm capable of serving support centers handling thousands of cases. It was time for FuseDesk to break out. But well-heeled competitors presented a formidable front. What made FuseDesk so different?
The Work
Merton Way held a Legacy Branding session with FuseDesk and a cross-functional team, including execs, developers, sales and support. Research delved into top competitors, mapping their brand stories, looking for gaps and opportunities. Most importantly, Merton Way talked to customers to glean what the brand meant to them.
The essence of FuseDesk emerged as a kinder, gentler, more personable brand.
The Win
Using helpdesk as a verb was a quirky first step: "Discover a new way to helpdesk." Merton Way also brought the brand forward with flat design featuring diversity. This spoke to the customer base, who defied any kind of demographic segmentation. And who loved customers and inclusion.
Snappy copy and quick, simple journeys made the home page a fast, compelling case for a free trial of the helpdesk. Soon, FuseDesk saw its free trials soar as visitors responded to a more accessible, personal brand.
Sales & Marketing Program Management
Getting the message right is just one step. Successful companies in it for the long term have program management, a systematic approach to how to market and sell. Merton Way creates your playbook, end-to-end, including brand and sales messaging.
Marketing Automation
Merton Way's digital marketing experts and developers can help you to evaluate and unify your martech stack. We help clients to implement and re-configure systems like Salesforce, Active Campaign, WordPress, Webflow, Google, and other plug-ins and methodologies.
Reviews
the project
Lead Generation for Software Training Provider
"I really like the pragmatic approach coupled with an eye on long-term strategy."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I'm the CEO of a Denver-based training provider for software programmers and builds software for Fortune 1000 and disruptive leaders in tech, retail, finance, and other industries.
For what projects/services did your company hire Merton Way B2B Marketing?
We were looking to grow our lead gen capabilities, improve our martech stack and overall messaging to drives leads that convert to revenue. We also needed to improve our sales capability and overall sales process to drive efficiency and effectiveness.
How did you select this vendor?
We've worked with a few consultants and even some in-house resources but they didn't move fast enough, weren't fully coordinated and didn't have the right blend of strategy AND action to drive results. I was introduced to MertonWay through my personal network and based on their background, experience with other companies looking for the same results and a holistic offering, we hired them.
Describe the scope of their work in detail.
We started with a half-day discovery session with our leadership team that resulting in a scope of work for an initial three month engagement to fully assess the need. Within a short period of time, we have systems identified, and connected where possible, revamped the sales pipeline analysis, they rewrote our website messaging and initiated the first outbound email campaign that has produced improved lead volume and quality. Additionally, they have executed on a few PR releases, participate in standing meetings and have truly become an extension of our team and it doesn't feel as if we're working with a consultant.
What was the team composition?
I've worked closely with their CEO and Head of Sales. They also have a full team ranging from SEO, creative, CRM administration as well as capability for ad hoc requests such as swag, grant/proposal writing, etc.
Can you share any outcomes from the project that demonstrate progress or success?
We have revamped our CRM and workflows, all messaging has been updated and tweaked to drive SEO. Our rankings have improved from page 4 to pages 1 & 2 consistently. MertonWay has secured two podcasts geared at our target audience.
How effective was the workflow between your team and theirs?
We have weekly meetings as well as ad hoc meetings. The team is always available and sends updates regularly. They are also participating in our Town Halls and communicate broadly via Slack. Overall workflow and communication are stellar.
What did you find most impressive about this company?
MertonWay's experience in building brands and work in our industry has allowed them to get moving quickly. I really like the pragmatic approach coupled with an eye on long-term strategy. Often consultants can only work in the high level and this team has the wherewithal, creativity and skills to get in the trenches with us.
Is there any area for improvement or anything that could have been done differently?
I should have hired them sooner!
The engagement has seen a revamped CRM and workflow for internal stakeholders. Their messaging has been updated and tweaked to improve SEO. MertonWay's campaigns have positioned the website from the top four-page to the first and second SERPs respectively.