Obility

BACKGROUND

Please describe your company and position.

I am the Director of Demand Generation of Edge Impulse

Describe what your company does in a single sentence.

Edge Impulse, the leading edge AI development platform, brings intelligence to any edge device. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Obility to accomplish?

• Build an effective lead generation strategy
• Drive high quality leads from every channel
• Boost spend efficiency in our paid programs

SOLUTION

How did you find Obility?

Referral

Why did you select Obility over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Obility were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We worked with the Obility team to launch and manage our paid global Linkedin strategy and support our lead generation activities. The are responsible for:

• managing our audiences
• launching our content and creative to the right audiences
• maximize our budget to drive high quality leads in our ICP
• regularly optimize copy, and creative across each campaign
• recommend and share best practices for effective creative 
• recommend channels and formats to continue to drive result and high conversion to MQL

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We are measuring typical metrics for paid programs: impressions, web visits, CPC, number of leads, CPL, cost per MQL, and MQL conversion rates

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Our account was handled by a social strategist and an account manager. The social strategist managed the day to day of the platform, while the account manager coordinates internal resources and the account strategy. To keep up a tight commutation cadence, we have a shared slack channel to share updates and a performance dashboard. We have bi-weekly syncs to cover strategy and review performance. 

When we launched a new campaign or asset, the social strategist delivered drafts of copy for review ahead of publishing. 

The team has been able to manage the day-to-day tasks while staying responsive to any urgent priorities.

What was your primary form of communication with Obility?

• Virtual Meeting
• Email or Messaging App

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

Obility has a strong and consistent methodolgy to cover account management, project management, and reporting on results. I have not found that it is common to have a structured and consistent delivery process with agencies and I appreciate that they are proactive and responsive. 

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

I would love to see them help us push beyond our comfort zone more and share best practices from other clients so we can continue to drive strong performance and a class-leading CPL.

BACKGROUND

Please describe your company and position.

I am the Demand Generation Manager of an AI agent platform. 

Describe what your company does in a single sentence.

Our company is the omnichannel AI agent platform for delightful customer service.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Obility to accomplish?

• Grow pipeline
• Improve efficiency

SOLUTION

How did you find Obility?

Referral

Why did you select Obility over others?

• Great culture fit
• Referred to me

How many teammates from Obility were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Scope of Work
Obility will provide comprehensive online marketing services, focusing on Paid Search, Paid Social, Data Integration, and Performance Reporting to drive demand generation and optimize lead quality. This engagement includes the following core components:

 
1. Paid Search & Display Management
Objective: Capture high-intent demand and maximize ROI from search advertising.
Key Deliverables:

Campaign Management & OptimizationDaily bid adjustments, budget pacing, and performance tracking across Google and Microsoft Search.
Ongoing keyword research, expansion, and negative keyword refinement.
Continuous ad copy testing and landing page recommendations for conversion optimization.
Audience Targeting & RetargetingSegmentation of audiences for precise targeting and bid optimization.
Regular analysis of search terms and audience behavior to improve conversion rates.
Performance Tracking & Strategy AlignmentMonthly Strategy Alignment Meetings (SAM) to review campaign performance, discuss insights, and refine strategies.
Ongoing reporting on key metrics, including cost per lead (CPL), pipeline impact, and return on ad spend (ROAS).
 
2. Paid Social Management
Objective: Drive brand awareness, engagement, and top-of-funnel demand.
Key Deliverables:

Ad Campaign Strategy & ExecutionCreation and optimization of paid social campaigns across LinkedIn, Meta, and X.
Audience targeting, bid management, and creative testing for engagement improvement.
Landing Page & Conversion OptimizationA/B testing of ad creatives, messaging, and landing pages to increase conversion rates.
Audience mining for positive and negative additions to refine targeting.
Performance Reporting & Strategy MeetingsMonthly SAM meetings to assess performance and align on strategy.
Ongoing reporting on social engagement, impressions, and contribution to pipeline growth.
 
3. Performance Dashboards & Reporting
Objective: Provide real-time insights and transparency into campaign performance.
Key Deliverables:

Comprehensive PPC DashboardIntegration of data from Google, Microsoft, LinkedIn, Meta, and X into a centralized report.
Ability to filter by channel, campaign, landing page, and audience segments.
Performance tracking across different timeframes (daily, weekly, monthly, quarterly).
Budget & Spend ForecastingReal-time insights into spend vs. budget allocations.
Custom budget segments based on region, audience, or campaign type.
 
4. Data Integration & Attribution
Objective: Align marketing and sales data to optimize campaign impact on revenue.
Key Deliverables:

Marketing & Sales Data IntegrationConnection of CRM and marketing automation platforms with ad platform data.
Calculation of cost per opportunity and custom conversion rates for revenue attribution.
Data integration down to the ad group level for granular performance tracking.
Attribution & UTM Tracking EnhancementsImplementation of persistent UTM tracking cookies to preserve lead source data.
Consultation on hidden form fields and lead attribution best practices.
Full documentation and guidance on next steps for technical integration.
 
Summary of Key Deliverables
Paid Search & Display Optimization – Daily bid adjustments, keyword management, ad testing, and reporting.
Paid Social Management – Campaign execution, audience segmentation, ad creative testing, and performance tracking.
Strategy Alignment Meetings (SAMs) – Monthly meetings to review performance, discuss insights, and refine strategy.
PPC Dashboard & Reporting – Centralized campaign data, spend forecasting, and performance insights.
Marketing & Sales Data Integration – Connecting CRM data with ad platform metrics for enhanced attribution.
Attribution Optimization – Implementing tracking solutions to ensure accurate lead and revenue measurement.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Increased Lead Volume & Quality – Higher number of leads generated with improved conversion rates from lead to qualified opportunity.
2. Improved ROI & Cost Efficiency – Reduction in cost per acquisition (CPA) while maintaining or increasing pipeline contribution.
3. Stronger Pipeline Growth – Measurable impact on pipeline revenue, with a clear correlation between marketing investment and ARR contribution.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Delivered on time – They met deadlines and kept things moving without major delays.
Responsive to needs – Adjusted campaigns and made changes when requested.
Straightforward communication – Regular check-ins and updates kept things on track.

What was your primary form of communication with Obility?

Email or Messaging App

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

Data-Driven Approach – Their focus on analytics and performance tracking ensured informed decision-making.

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

More Proactive Strategy Recommendations – While they executed well, more forward-thinking insights or testing new approaches could have added value.

BACKGROUND

Please describe your company and position.

I am the Digital Marketing Lead of At-Bay

Describe what your company does in a single sentence.

Offers Cyber, Tech E&O, and Miscellaneous Professional Liability policies to businesses and provides end-to-end protection to help SMBs meet cyber risk head on.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Obility to accomplish?

• SEO and Keyword Ranking
• Onsite Content Optimization
• SEO Focused Content Outlines
• SEO Technical Health
• CRO and Landing Page Guidance

SOLUTION

How did you find Obility?

Other

Why did you select Obility over others?

• High ratings
• Pricing fit our budget

How many teammates from Obility were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Our company started out with zero SEO strategy before working with Obility. We partnered with Obility to increase organic search traffic through keyword research and pillar page strategy, on-site and technical recommendations, content development and optimization, conversion tracking, and analytics.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our organic search traffic grew significantly YoY since we started this project and we increased average keyword rankings, both for priority keywords and against our competitors. We also gained more maturity as a company on SEO strategy and best practices.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Obility is extremely responsive and organized. Sarah kept track of key deliverables at our bi-weekly meeting/over Slack. Obility goes above and beyond with technical and on-page content efforts.

What was your primary form of communication with Obility?

• Virtual Meeting
• Email or Messaging App

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

Our company's industry and business model is unique and complex, but Obility was able to quickly adjust and learn so they could recommend strategies that fit our needs.

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

n/a

BACKGROUND

Please describe your company and position.

I am the Marketing Operations Manager of Tech Heads

Describe what your company does in a single sentence.

We provide IT security consulting, managed services, cloud services, and hardware/software.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Obility to accomplish?

• Build marketing automation and reporting systems in Hubspot
• Generate leads with paid ads, scoring, email nurture programs

SOLUTION

How did you find Obility?

Online Search

Why did you select Obility over others?

Good value for cost

How many teammates from Obility were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We were just getting started with developing our first lead generation programs and Obility set up all of our lead scoring, HubSpot automation, marketing ops, lead lifecycle, and reporting & dashboards. They also ran our paid ad campaigns on LinkedIn. Their revenue operations team delivered and optimized a system for generating and qualifying leads for outreach by our SDR.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

MQLs

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Obility is well organized and delivered on things at a good pace. They worked to understand our unique requirements and create custom solutions, pushing Hubspot beyond it's off the shelf capabilities.

What was your primary form of communication with Obility?

In-Person Meeting

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

Erin is great, she really knows Hubspot and how to use all of it's capabilities. She is good to work with and has patience for thinking through complex goals/challenges and trying different paths to accomplish something. She is definitely someone who can get into the nuts and bolts of Hubspot and get it to do whatever you need it to do.

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

Everyone can always improve but no we didn't run into any problems, I'd say they're better than other firms I've worked with in all areas.

BACKGROUND

Please describe your company and position.

I am a Manager at a software company 

Describe what your company does in a single sentence.

We are a multinational software corporation that specializes in creating software services for architecture, engineering, construction, manufacturing, media, education, and entertainment industries.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Obility to accomplish?

• To be an extension of our team and provide support for ongoing projects
• Assist with Marketo initiatives such as program building, data cleanup, code fixes, and more
• Help find ways to improve our Marketo instance and current processes

SOLUTION

How did you find Obility?

• Online Search
• Referral

Why did you select Obility over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Obility were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Obility has helped us with a wide range of deliverables throughout our working relationship. This includes: 

• Marketo fields cleanup 
• Database organization and archiving 
• Outdated processes audits and recommendations 
• Email template code fixes and optimizations 
• Program builds

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We've been able to complete more tasks and at a faster pace with Obility's help.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Obility is completely on top of project management. They are extremely quick to respond, stay ahead of our needs, update us on tasks regularly and clearly, and always go the extra mile. They keep tasks updated and inform us on timeline within our project management tool and weekly syncs so we're always kept in the loop.

What was your primary form of communication with Obility?

• Virtual Meeting
• Email or Messaging App

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

The team we work with at Obility really do feel like an extension of our own team. It's always a pleasure to connect and chat with them during our weekly syncs and know we can rely on them for help whenever we need it. The team is warm, friendly, and professional in all their correspondence so you feel supported and at ease.

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

No. Obility has been a great asset to our team and is extremely reliable. 

BACKGROUND

Please describe your company and your position there.

I am a Marketing Content Manager at Innovyze. The company is a "smart water analytics" firm that creates software solution for intelligent water management in both the public and private sector.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Obility?

We hired Obility for an SEO project following a new website launch, and I only wish we would have brought them on sooner. Following the site launch, we saw a decrease in Organic traffic by 30%. This led us to look for a digital marketing partner who could help us right course.

What were your goals for this project?

We wanted to stop the loss of Organic traffic, and chart a course for positive organic traffic going forward. Also, we wanted to integrate our marketing automation platform so that we could demonstrate the efficacy of our Organic traffic acquisition as a lead generating channel.

SOLUTION

How did you select Obility?

We chose Obility for there expertise in B2B software marketing, and their relentless focus on tying efforts back to leads and revenue. During the vendor evaluation, the Obility rep personally invited us to their local conference, Marketing Loves Sales, and set aside time for us to discuss how we can best organization an engagement to meet our business needs. This personal level of focus and domain expertise really set them apart from larger vendors we were looking at.

Describe the scope of their work in detail.

Obility started by auditing our old website, and the newly launched website to see where content gaps might have become apparent. They outlined a plan for us to migrate a legacy blog housed on a subdomain to live underneath the main .com so that we could consolidate a key SEO content channel and brand. That gave us a huge lift in main domain organic traffic, that still continues to grow to this day.

Next, they worked within our marketing automation and Google Analytics accounts to set up an event tracking framework so we could track lead submissions by product line and channel. This was a complicated project, and they handled it with flexibility and expertise. Following these two main projects, Obility consistently audited our site to fix technical SEO errors as well as provide SEO friendly content recommendations. They also provided extensive keyword research and recommendations to update our homepage navigation bar.

What was the team composition?

We worked with the SEO manager and two account managers. Our team involved Marketing Content and Demand Generation.

RESULTS & FEEDBACK

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

YoY we've seen a lift of about 30% organic traffic, which was the exact goal we set with the Obility team. We also saw an increase in our overall website conversion rate, which was previously unmeasurable.

How effective was the workflow between your team and theirs?

Communication was very responsive and informative. The workflow had essentially no inefficiencies.

What did you find most impressive about this company?

Their dedication to showing results and their specific expertise in B2B software impressed us.

Are there any areas for improvement?

If you guys can include content creation out of the box with your SEO engagements instead of an added service, you'll be unstoppable for B2B SEO.

BACKGROUND

Introduce your business and what you do there.

I’m a senior digital marking manager for a digital workforce platform. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Obility?

We have multiple business lines spanning different industries. It was important that we were operating our platforms and channels effectively across all business lines while leveraging expertise in those channels.

SOLUTION

What was the scope of their involvement?

We asked them to manage our SEO, paid social, and paid search strategy. The SEO involved site structure changes and a complete rebrand of the platform. For the paid ads, they also played a role in mapping keywords and targeting audiences. They targeted Microsoft Advertising and Google Ads for paid search. On social media, they focused on Facebook, LinkedIn, and Instagram.

Typically, they would handle keywords research and discovery while we would focus on personas. That way, we could come together to build audiences and strategies. At that time, they’d take the first stab at ad copy and eventually launch and manage the ads.   

What is the team composition?

They had a customer success manager that was assigned to me. Under him, there was one person dedicated to each of the different channels we were collaborating with. For instance, there was someone in charge of social, paid search, and SEO.

How did you come to work with Obility?

A friend attended one of their conferences and recommended them to me. So, I recommended them to my agency, and we compared them to our other options. The team liked their proposal and style, so we ultimately choose them. 

How much have you invested with them?

The total for the year will amount to $132,000. We paid for the full year in advance to receive an 15% discount. 

What is the status of this engagement?

We started working together in January 2020, and the project is ongoing.

RESULTS & FEEDBACK

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

On social, our conversion rate doubled. We saw much success with LinkedIn, where they were marketing particularly effectively. Our cost per lead was also but in half, which allowed us to get double the amount of leads for our old cost.

We’ve also ventured into new markets and are already seeing that they’re about a third of the cost per lead that we had on other channels originally. They’re super professional subject matter experts.  

How did Obility perform from a project management standpoint?

I enjoyed their organized team structure and clear action items. If I ever have a question, they’ll respond within hours. They’re very flexible, allowing us to switch gears easily due to the pandemic. We always have clear action items and assignments, sharing documents and spreadsheets on Google Drive. I’ve never experienced a better project management system with an agency.  

What did you find most impressive about them?

Their effectiveness in delivering more than what they originally promised was very impressive. The team turned tasks around very quickly and was super communicative from the beginning. We always had a communication cadence and milestones. That made the project so smooth.

Are there any areas they could improve?

I can’t think of anything.

Do you have any advice for potential customers?

Be a good partner for them. It’s essential that you deliver according to your deadlines and absorb the information that they share with you. That will help them move faster.

BACKGROUND

Introduce your business and what you do there.

I am a manager at a semiconductor manufacturer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Obility?

We were having difficulties receiving consistent service from a small PPC vendor. We reopened our search for a partner and hired Obility to coordinate our SEO and PPC strategies.

SOLUTION

What was the scope of their involvement?

As a semiconductor manufacturer with a relatively new website post-merger—we were looking to target specific keywords centering on our two business units: mobile products and infrastructure and defense products. We also targeted keywords related to the technologies and different brands that we have associated with the products.

Over the years, our relationship has consisted of PPC programs and SEO campaigns to increase our visibility on Google’s search rankings. Our engagement has also grown to include display and targeted search ads around trade shows that we hold in the United States and Europe. Most recently, we’ve also implemented a paid social program focusing on LinkedIn.

What is the team composition?

In addition to one primary day-to-day contact, we have separate account managers for our paid search and paid social programs. Over time, we’ve also interacted with members of the leadership and business development teams.

How did you come to work with Obility?

I worked with several people at Obility while they were at a different agency, so I was already familiar with their work. Additionally, Obility came highly recommended by a former colleague.

What is the status of this engagement?

Our engagement began in March 2017 and remains ongoing.

RESULTS & FEEDBACK

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

To track their success, we monitor the figures for impressions, clicks, click-through rates, and cost per lead that stem from each of their campaigns and programs. We also look at engagement metrics like bounce rate and the time spent on specific pages.

How did Obility perform from a project management standpoint?

They’ve been responsive throughout the engagement, setting them apart from our first vendor. Obility does a great job of drafting proposals and providing clear action items and deadlines.

What did you find most impressive about them?

The quality of their work is noteworthy, and I’ve had a good experience with every member of their team.

Are there any areas they could improve?

In the first year of our engagement, Obility had some staff turnover in our account manager positions, which was a cause for concern. They did a great job of addressing that, however, and we haven’t experienced anything similar to that since.

Do you have any advice for potential customers?

If possible, I’d recommend interviewing the people you will be working with to make sure there is a good connection. It’s also essential to have clearly defined goals and an understanding of how Obility will address them.

BACKGROUND

Please describe your company and your position there.

Cloudflare provides security and performance for websites, APIs, and applications. I'm a global digital marketing lead.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Obility?

B2B paid search is unique and more complicated than traditional B2B advertising. We hired Obility to support and manage our PPC efforts across multiple platforms. 

What were your goals for this project?

Our goals were to grow, expand, and improve our paid search program.

SOLUTION

How did you select this vendor?

I got a few referrals, talked to at least eight other agencies, and allowed platform audits. After reviewing five audits, Obility understood B2B most. 

Describe the project in detail.

They manage paid search campaigns for multiple products across multiple regions and languages. They also work on UX, improve conversion rates across the sales process, and enhance sales interactions. 

What was the team composition?

We have an account manager, a campaign manager, and a secondary campaign manager. We also receive support from others at the agency. 

RESULTS & FEEDBACK

Can you share any statistics or metrics that speak to the quality of their work and the impact of the engagement?

We have hit our goals every quarter since we started working with Obility, and our growth goals are aggressive.

How did Obility perform from a project management standpoint?

Our account manager is a great project and task manager who makes sure they complete every task on time. We are constantly changing focus, which makes their work more challenging.

What impresses you about Obility?

I appreciate their unique understanding and advanced knowledge of B2B paid search, plus the fact that they could work with Marketo and Salesforce data.

Are there any areas for improvement?

There are always areas for improvement. We currently use Asana for project management, but it would've been helpful to implement it at the beginning of the relationship.