Please describe the scope of their involvement in detail.
I was brought on to handle the responsibility of managing the Pyxl relationship. We started from scratch focusing first on the logo and the website, which then rolled into updating all the branding guidelines, and messaging. You could say it was treated like a startup. Pyxl was very instrumental in helping us grow, and we all kind of grew up together because they were very small at the time as well.
We served as a test ground, if you will, for different types of things that we wanted to try, and that they wanted to try, sticking with the things that worked very well. We evolved in time, as a function of Pyxl growing and bringing on a lot of great talent that they still have today, and have expanded upon today; people in development that guided us on how to build a really functional, successful website, which I think we have. We're very proud of it, and we get accolades on it all the time.
Pyxl has an excellent design team that really brought us out from under the original things that were being used, into a player that would be well recognized and received in the IT world. That's very important, because there are so many companies that play in our space. We wanted to make sure that what we did was well represented in our design efforts, and Pyxl was very instrumental in helping us do that.
They helped us pick out the appropriate platforms to get the most bang for our buck. For instance, we had started with a company called Marketo – a marketing automation platform – to run our marketing campaigns, metrics, and data analytics. We all decided at one point that it wasn't big and robust enough for us, so they went out and found another solution that they manage for us today called HubSpot. We're using that to its fullest capacity, and Pyxl manages that for us 100 percent. They run it on our behalf, and the metrics and the analytics that we get out of it is incredible.
It's a hand-in-hand kind of relationship where we're talking to each other all day, every day. They're in Knoxville, Tennessee, and we're Washington, D.C., but you would never know that we are in separate places by the way we work together. There's a very tight fit. We like to look at them as an extension of us, not necessarily a completely different company. I think that helps a lot.
What they've done in time, and because we've become one of their bigger customers, they've identified a team that is 100 percent dedicated to Carpathia's needs. It's not like a project comes up and they have to find somebody who's not too busy to handle it, or has to fit it into another schedule for somebody else that they're already doing something for. They've identified a total of six to eight people in each area that they provide services in development, design, communications, social, and a dedicated account manager who manages the whole process/relationship. It's become a very well-oiled machine.
Pyxl is extremely familiar with our business. They understand what we do, and that's hard because what we do is hard, and it's hard to explain. When you use the word "hosting," people automatically go to the hospitality industry, and when you have to try to explain that it has nothing to do with hotels, it's hard. Pyxl has really come a long way. They've really made it a point to learn and understand what we do so they can properly represent us and help us.
The Pyxl team is extremely creative. We've embarked on some really crazy ideas that we thought would never amount to anything and, quite conversely, they've turned out to be really cool campaigns with really great results. They're a young group, they're an energetic group, they're a very talented group, and we are extremely lucky and pleased to have them on our team.
How did you come to work with Pyxl?
When I came to Carpathia, it was just me. Our consulting CMO [chief marketing officer] introduced us to Pyxl. My role was to manage the Pyxl relationship. Here we are, seven years later, Pyxl now has five offices across the country, and they've done remarkably well.
Could you provide a sense of the size of this initiative in financial terms?
Our relationship is ongoing and on an annual basis $750,000-plus.