Pico Digital Marketing

BACKGROUND

Please describe your company and your position there.

I am the Vice President of Global Marketing for InfinityQS. A 30+ year old company, InfinityQS provides data analytics software that manufacturers use on their production floors to ensure and improve the quality of their products—and to continuously optimize their manufacturing processes. We support manufactures—including Fortune 50 companies—around the world.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing, and what were your goals?

I was brought into InfinityQS to develop an aggressive, advanced, full-service marketing department that would accelerate sales and lead the launch of a new product. I needed a dynamite digital marketing agency that would provide the strategic guidance and tactical execution to help us rapidly build, maintain, and continually optimize an aggressive digital marketing program that would anchor our lead generation effort.

SOLUTION

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

We were looking for an agency that would help us specifically with SEO, PPC, display advertising, and social advertising (LinkedIn) —plus who had outstanding analytical skills to ensure we were maximizing our spend. I asked for recommendations from another agency I was using to develop our new website for recommendations, and Pico Digital was one of several agencies recommended. After one call with Samantha Bedford at Pico, I knew I had found the partner of my dreams.

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

Pico is an extremely data-driven organization. They conducted a full analysis of our market’s keywords and themes to help identify areas to determine where to focus resources. Pico evaluated existing content and then guided a total refresh of that material—as well as the development of new content—to boost keyword strength. Pico constantly tested and iterated to rapidly optimize our site and paid program. Their relationship with LinkedIn enabled us to participate in several successful beta programs, giving us the jump on our competition. Because of our initial success with, we’ve continued with Pico to continue driving our digital marketing activities.

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

We work primarily with Samantha Bedford, the Founder & CEO, for paid digital (e.g., PPC, display, and LinkedIn) and a Senior Director for SEO.

RESULTS & FEEDBACK

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

We experienced a series of dramatic benefits as a result of Pico’s SEO guidance during the redesign of our corporate website, including:

• Site conversion rate increased by 27%
• Total site visits increased by 126%
• Time on site increased by 18%
• Organic traffic increased 60% year-over-year
• Mobile conversions increased by 35%
• Cost of paid conversions dropped by 56%

Our joint efforts earned InfinityQS and Pico Digital a range of industry accolades, including:

• 2017 - ITSMA Diamond Award for Marketing Excellence
• 2018 - ANA B2 Award of Excellence for Search Advertising
• 2021 - AVA Digital Platinum Award for Integrated Digital Marketing Campaign

How effective was the workflow between your team and theirs?

I hold monthly meetings with the Pico team, while members of my staff meet with them weekly, and daily as needed. They are seemingly available to assist InfinityQS 24/7.

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

For over four years, Pico has provided us straightforward trusted guidance. They possess a range of skills that have helped us evolve from nothing into an industry-leading Marketing program—complete with effective ABM campaigns.

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

None. Pico Digital Marketing is an awesome partner!

BACKGROUND

Please describe your company and your position there.

I'm the CEO. We provide remote and portable power solutions to businesses and other large organizations.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing?

We hired them as our on going, strategic digital marketing partner to help us increase the awareness for our brand among our desired opportunity set. Most of this activity is oriented toward a consumer/decision maker. Our challenge was to use these tools to reach business decision makers.

SOLUTION

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

My predecessor chose them. They listened well and have adjusted very well to our changing strategy and focus over time. I didn't expect to keep them on, but they changed and grew well, with us.

Describe the project in detail and walk through the stages of the project.

At this point we have had multiple projects. They have improved the performance of our website. Helped position us as a thought leader in a targeted vertical and in a targeted product category.

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

primarily 2 with others in support. one is the SEO expert and the other handles our paid Ad campaigns.

RESULTS & FEEDBACK

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

The right people are now finding us. Fewer searches resulting in much greater revenue.

How effective was the workflow between your team and theirs?

We meet formally twice a month now. We interact several times a week. The two folks dedicated to us are part of our team.

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

They listen well and adjust when needed. They give me the strong sense that when they engage with me or anyone on my team, it is our success they are focused on.

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

In retrospect, i would like to have matched up the right folks on my internal team with the folks on their team, earlier in the process.

BACKGROUND

Please describe your company and your position there.

I am an Advertising Strategy & Analytics Manager, a pediatric healthcare organization in Wisconsin. I am responsible for advertising, research, analytics, and sponsorships.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing, and what were your goals?

We hired Pico originally for paid search advertising management. We were not happy with our previous agency's success, so we transferred the account to Pico.

SOLUTION

How did you select Pico Digital Marketing and what were the deciding factors?

We selected Pico based on their expertise in search advertising (vs. a full-service agency that handles all media channels). We were impressed by their previous results and their communication/client service approach.

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

Initially, Pico handled our paid search advertising (both Google and Bing) but we eventually added YouTube and Google Display to our scope. We've seen incredible results across the board.

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

We've always worked closely with the Founder/CEO, who initially was also our account lead. Over time we've worked with a few others. Our current lead is the Paid Media Manager.

RESULTS & FEEDBACK

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

Our metrics for all three channels are consistently at least twice as high as industry average.

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

They are excellent communicators. We generally communicate via email, but we also have a monthly call to review prior month results. Every email I send is responded to within a day, and often within an hour or so.

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

They're a small agency, but they are incredibly talented and knowledgable when it comes to Google Ads. They're also really great to work with.

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

none

BACKGROUND

Please describe your company and your position there.

Kylesmuir Associates is a group of business in UK and US and is a digital e-commerce enterprise. We sell on sites such as Amazon, ebay, Wallmart etc... Iain McFarlane MD

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing?

Pico Digital Marketing were engaged to deliver a robust digital marketing strategy for our operations.

What were your goals for this project?

To find a premier partner in the US/UK to own our digital operations.

SOLUTION

How did you select this vendor?

Pico came highly recommended by partners in our sector. Importantly their experience and knowledge was the right fit for our business. Pico showed that they understood our business and presented a convincing roadmap to address our requirements, short and medium term.

Describe the scope of their work in detail.

Initially Pico were tasked to create a comprehensive digital strategy that was fit for purpose. Initially a focus on providing a clear Amazon strategy was key. This required: Assessment of existing strategy, strengths & weaknesses Proposing an alternative strategy and costings Implementation of a short/Medium/longer term plan Provision of performance metrics

What was the team composition?

Team comprises of SEO/PPC/Marketing personnel and Overall Project management.

RESULTS & FEEDBACK

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

Within two months, a positive movement on overall sales volume. Provision of a clear vision of ACOS/PPC/SEO performances and improvement. A clearer understanding of performance metrics and the ability to fine tune to achieve required results.

How effective was the workflow between your team and theirs?

They're a highly communicative team, proactive, and always willing to listen to our needs and translate into actions. Good feedback on campaigns and regular reporting.

What did you find most impressive about this company?

The Pico team took us from the frustrations of a costly and ineffective set of digital campaigns, in a very short period of time, to a sensibly managed and effective strategy. Our Amazon marketing spend is not only more cost-effective but and being spent wisely. Our confidence in their skills is high...

Are there any areas for improvement?

Always room for improvement and they are the first to tell us so...

BACKGROUND

Please describe your company and your position there.

I am the CEO & CoOwner of a tour operator in Boulder, CO. We specialize in unique and authentic custom travel to Asia and the Pacific. We have been in business for over 33 years and are constantly needing to stay on top of our digital space, advertising, and other outreach which PICO has helped guides us with over the past 4 years.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing?

We needed high level but approachable direction and service in the SEO/PPC digital space. We contracted with PICO to work with us in this area and to navigate and make suggestions to how we could best poise our company. They also work with our marketing contract to ensure that all the points are communicating and any changes needed are launched to best represent our company.

What were your goals for this project?

Our goals have been to better understand SEO/PPC and how these efforts affect and interact with the rest of our analytics. To ensure that our company is always at the top of our game and while utilizing our resources in the best possible way.

SOLUTION

How did you select this vendor?

PICO was referred to us and after consultation and interviewing with Samantha and her team, we felt that they could do the best job for us and also with a symbiotic approach to best representation and personal touch. They understood quickly what we do, what we need and have been guiding us ever since.

Describe the project in detail.

We first met with PICO and the team to understand scope of services and to map out a strategy for our company in tandem with the rest of our marketing strategy and campaigns.

We have since been fine tuning, tweaking, trying new approaches and understanding the quickly changing digital space and how it affects our business and how to take advantage of the tools. PICO has been our consult and 'sage' with all things digital in the SEO/PPC arena.

What was the team composition?

We have a small team made up of myself, our marketing firm and PICO's team, a great handful of bright women who have been excellent at communicating with us and working with us to adjust to our needs.

RESULTS & FEEDBACK

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

We have been very happy with PICO's approach, services, and feedback analysis on our efforts. We have already referred them to other community business associates.

How effective was the workflow between your team and theirs?

Very effective, which is one reason we initially were attracted to PICO and their services. They're always approachable and are willing to explain the technique and rationale. We have always felt very personal cared for when working with PICO.

What did you find most impressive about this company?

How smart, confident, and organized they are!

Are there any areas for improvement?

The only area I would suggest for improvement is trying to get more face time with them. I know we are all very busy and no one wants 'more meetings' but its invaluable touching base in person whenever you can. This is not faulting anyone, its just that we have been really busy and now with limitations on personal meetings.

BACKGROUND

Please describe your company and your position there.

I am the creative director for the marketing, branding, advertising company that does work for Hair Sciences Center of Colorado, a hair transplant company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing?

We hired Pico to do strategy and implementation for paid search, google ads and SEO.

What were your goals for this project?

To increase traffic to the website. To ultimately increase patients to the clinic.

SOLUTION

How did you select this vendor?

Referred to them from another company who uses their services.

Describe the project in detail.

Hair Sciences Center relies heavily on people finding them via search. Jim Harris is a world renowned expert in the field. When google did a major update to their algorithm, we saw that our rankings were tanking. We decided to search out a new team. We feel that Pico saved us! They took on the project and quickly turned us back around. So grateful to be working with them. They are so knowledgeable.

What was the team composition?

We have a dedicated SEO person, a dedicated analytics, paid search and social person, and the owner of the company sometimes joins in.

RESULTS & FEEDBACK

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

Each month, we are increasing traffic and more calls to the clinic, along with consultations. Pico keeps amazing us on their results and the clinic sees the difference from the previous team we had working on the project.

How effective was the workflow between your team and theirs?

Our teams work really well together. We all do our pieces, and collaborate. Pico is so quick to respond and tells us exactly what we need to do so that we can work together for results. They are data driven which lets us know where we are and where we need to go to improve our online presence. And, when they can do something for us, they take it upon themselves to take work off our plate and implement.

What did you find most impressive about this company?

They are just so smart and strategically-driven and look at the big picture and connect the dots for results. They are also so responsive, they never leave us hanging and so quick to respond to any issues. They are a roll-up-your-sleeves type of group. We are a lean team for this client so anything they do is a huge help for us.

Are there any areas for improvement?

Maybe they need to grow staff and expand their offerings because they have an amazing team. We are so happy to have them as a partner, really have no complaints.

BACKGROUND

Please describe your company and your position there.

We're an event marketing software and I'm the Demand Generation Manager.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Pico Digital Marketing?

Pico is our digital agency for all of our paid advertising and SEO needs. They're essentially an extension of our marketing team.

What were your goals for this project?

The goals initially were a content library, attribution, and increased reach for demand gen using digital campaigns. Being a small team, we need their expertise in managing digital campaigns as well as keeping us up to date with the newest trends.

SOLUTION

How did you select this vendor?

The VP of marketing made the selection via an RFP process.

Describe the scope of their work in detail.

Pico helps with strategy, execution, project management, copywriting, reporting, and ideas for improvement. They also completed an SEO audit for our site in order to help us prepare for a new website build.

What was the team composition?

We have an overall account director and an account manager that we work with weekly.

RESULTS & FEEDBACK

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

Not looking to share specifics for this.

How effective was the workflow between your team and theirs?

The vendor is quick to respond, but our workflow could be a bit cleaner if we worked through a shared tool beyond just google sheets. It's helpful to have a tool like basecamp or at least a google drive where we can pass info back and forth and have a clear task list/due dates managed with visibility.

What did you find most impressive about this company?

They're really knowledgable about the industry and able to extend our productivity even when we aren't able to be as responsive as we should be.

Are there any areas for improvement?

Better way to align on current/upcoming priorities/notes in a consolidated place. I'm looking for them to PM it a bit more than through email.