Roofing Demand

BACKGROUND

Please describe your company and your position there.

I am the Global Industrial Sales Manager for a leading high-performance coating and linings manufacture headquartered in Avon, Ohio. Our company manufactures protective polymer coatings engineered to safely transport and store chemicals in the marine and industrial markets.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Modgility?

We were looking to build a global brand identity for our company. Our in-house expertise in design and advertising was very limited. We turned to a partner to outsource both the strategic side of our marketing campaign as well as the creative and content development.

What were your goals for this project?

We wanted to increase sales and become the brand name people think of when looking to protect their assets from corrosion. In doing so, we were looking to create an approachable advertising campaign that had a broad reach. The campaign needed to be catered to our industry, which can be technical as well as competitive. We wanted a fun, unique and outside-the-box perspective that matched our company's culture and pillars.

SOLUTION

How did you select this vendor?

My team searched online for ad agencies in our area and compiled a list of five based on the case studies on their website as well as speaking to customers that have worked or were presently working with them. We contacted each company and narrowed it down to two after receiving their initial pitches. 

It was a hard decision, but we selected Modgility based on their final proposal, their obvious research into our industry, and their willingness to work alongside members of our team on the creative aspects of their work.

Describe the scope of their work in detail.

After we selected Modgility, we had a series of discovery meetings to discuss our goals and our company's brand. The team focused on understanding what the major drivers were for our business, and they talked with several members of our team to understand the ins-and-outs of our company. From there, they developed an advertising plan that included traditional and digital media. They worked with us on creative concepts for social media, paid online advertising, and other inbound strategies.

What was the team composition?

I've worked closely with the principals of Modgility, and they've been open to collaborating with our in-house marketing team.

RESULTS & FEEDBACK

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

Since beginning our work with Modgility, traffic to our website has increased tremendously, resulting in significantly more conversions to sales. Our sales team has also been extremely excited to use the updated marketing collateral in their meetings.

How effective was the workflow between your team and theirs?

The project manager that we were assigned was easy to communicate with and provided us frequent updates. We connected over the phone at least once a week and used Slack for all other communications. Overall, I was impressed by the timeliness of the team.

What did you find most impressive about this company?

We learned much more than we thought possible, and we appreciated that they were patient and thoughtful. They challenged us to keep up with their innovative ideas. I will certainly engage with this company again for any brand or marketing needs that we have in the future.

Are there any areas for improvement?

We would have liked to have had quicker results with our inbound marketing, but we stayed the course and never gave up because great things take time.

BACKGROUND

Introduce your business and what you do there.

I’m the president and founder of a video and advertising agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Modgility?

We needed our site to generate more sales leads.

SOLUTION

What was the scope of their involvement?

Initially, we mapped out our sales goals for SEO and content marketing. Modgility developed and implemented a sophisticated inbound marketing and sales strategy. It includes the rationale behind features and enhancements on our site. The team writes blog copy and manage all our social media channels. Creative content gave our page an updated look and feel. A/B testing guided the design phase. HubSpot tracks our web traffic and indicates which types of content are performing best.

What is the team composition?

We work with Keith (Inbound Growth, Modgility) and Hunter (Creative Director, Modgility) almost daily.

How did you come to work with Modgility?

They were originally one of our customers. We knew each other within the community.

How much have you invested with them?

We spend $7,500 per month on their services.

What is the status of this engagement?

We started working together in November 2017. Our engagement is ongoing.

RESULTS & FEEDBACK

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

Most importantly, we’ve generated more qualified leads and conversions. The new platform is optimized for search and sales conversions. We’ve boosted our sales pipeline by 240% in less than five months. They’ve increased our web traffic and reduced the amount of time we spend on SEO internally. Their efforts established top rankings for critical and competitive search terms like "corporate video." As the project continues, we’ll add more updated KPIs.

How did Modgility perform from a project management standpoint?

We communicate via phone calls, video chats, and in-person meetings. They’re very responsive. I can call them at any time, and they’ll always answer.

What did you find most impressive about them?

Modgility is a knowledgeable, substantially sized company. Having their VP as our point of contact was especially helpful for highly technical tasks. Resources are amiable and easy to work with. They offer great customer service along with design, development, and copywriting expertise.

Are there any areas they could improve?

Modgility provides great quality service. They’ll add more combined in-house skills as they continue to grow.

Do you have any advice for potential customers?

Carefully assess the sales forecast they compile. Listen to their ideas during the initial consulting call. Try them out for 3-5 months and see what you can accomplish together. They’ll do everything in their power to achieve your goals.

BACKGROUND

Introduce your business and what you do there.

We provide software solutions for local governments. I am the director of marketing, overseeing our client base and cross-link marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Modgility?

We use HubSpot as a marketing automation system and wanted experts to help us increase our conversion rates on high-impact pages.

SOLUTION

What was the scope of their involvement?

Most of their involvement centers around HubSpot. They helped us move to the HubSpot CMS, as well as A/B testing for various landing pages. They determined which ones performed best for our conversion rates. They also help with emails we send out and are exploring CRM tools to optimize them.

What is the team composition?

Keith [Partner & VP of Inbound Growth, Modgility] and Hunter [Growth Strategist & Creative Director, Modgility] are our two primary contacts. We correspond almost every other day.

How did you come to work with Modgility?

I wasn’t involved in the vetting process, but they helped with a small project, initiated by another member of my team. They proved their expertise and communicativeness in that project, so we continued the relationship.

How much have you invested with them?

We pay them on retainer, which averages at about $4,000 a month.

What is the status of this engagement?

We started working together in October 2016. The engagement is ongoing.

RESULTS & FEEDBACK

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

We’ve taken a lot of impact pages and improved their conversion rates. Some of our pages that were converting around 1.42% are now up as high as 12.41%, with over 500 lead submissions. Those are significant changes, which we can track now. It really affects our bottom line, and we’re really happy with their work. They’re the machine that makes our HubSpot go.

How did Modgility perform from a project management standpoint?

Their management is excellent. I communicate with them either every day or every other day, and we have weekly phone conversations or meetings. We also use Slack for instant messaging.

What did you find most impressive about them?

As far as HubSpot partners go, their communication is the reason we’ve stayed for them as long as we have. They feel like more than a vendor or provider, they feel like an extension of our department.

Are there any areas they could improve?

No, I can’t think of anything. They could expand their list of services, but they’re complete experts at HubSpot.

Do you have any advice for potential customers?

If you’re not using an automation program, or don’t have the resources to hire an in-house person, consider using them. You’re not likely to find someone at this price with their level of expertise. Your results will always be better with this team.

BACKGROUND

Introduce your business and what you do there.

We’re a heating and air contractor, primarily in the residential sector. I’m the owner.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Modgility?

I wanted to improve my marketing to get our phones ringing more and to attract higher quality leads.

SOLUTION

What was the scope of their involvement?

They took over the management of my website and helped us move over to HubSpot. They take care of all our content, designed an inbound marketing strategy, and set up our website with SEO in mind. They also focus posts on our social media pages to target homeowners. We have a database in HubSpot, and they do email marketing once every month or two. We also do a little bit in pay-per-click services, but most of our hits come organically.

What is the team composition?

Keith Gutierrez [Partner & VP Inbound Growth, Modgility] is our general point of contact.

How did you come to work with Modgility?

When I first started researching inbound marketing, I saw that some of my competitors were using HubSpot for their hosting services. Modgility was on HubSpot’s list of certified partners and were located nearby in northeast Ohio.

How much have you invested with them?

We’ve spent about $75,000 on their services, not including the cost of HubSpot.

What is the status of this engagement?

We started working together around December 2014, and I still send them a check every month for the work they do for us.

RESULTS & FEEDBACK

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

Our organic traffic increased 127% in six months to over 150,000 search visits each month. A lot of those hits are from out of our area, but we still have a high volume of potential customers among those site visitors. The numbers are phenomenal, and we get a lot of emails from people who want their content on our site. Modgility’s strategies are comprehensive and effective, and I’m really happy with the results.

Whenever a customer calls to schedule an estimate, we ask how they heard of us. Most of them found us through our website or a Google search. We’ve had a lot more exposure, and had a call from U.S. News and World Report a couple of weeks ago to interview me on winter humidification for houses. We must have come up in their search for heating contractors.

How did Modgility perform from a project management standpoint?

They’re always available and accommodating. They’re willing to help with IT projects that might be outside the scope of our deal, and I have nothing but praise for the whole organization, especially Keith.

What did you find most impressive about them?

I’ve only used one other provider, but Modgility probably has more expertise in inbound marketing than most other providers.

Are there any areas they could improve?

I don’t think so.

Do you have any advice for potential customers?

Stay involved. I’m so busy running my company, and I don’t talk to them as much as I should. They do a fantastic job and execute well with minimum interaction. We set an agenda and plan, but I might see even better results if I could be more involved.

BACKGROUND

Introduce your business and what you do there.

I'm the COO of Compliant Healthcare Technologies. We're the nation's largest medical gas compliance company. We go into hospitals and help them achieve and maintain compliance with governmental standards for medical gas systems throughout the country.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Modgility?

We needed assistance with several different projects. On one side, we needed programming help in the design and build of our CRM system. That involves helping us develop our CHX system, our industry-leading proprietary software that maps medical gas assets throughout an entire hospital. On the other side, we needed help with inbound marketing to drive awareness and communication.

SOLUTION

What was the scope of their involvement?

Modgility is continuously developing our CHX program. We're 10 years and millions of dollars ahead of our closest competitor on that program. It really is a one-of-a-kind, sustainable competitive advantage in our industry whereby we're consistently building in ways to make medical gas compliance easier, more cost-effective, and more streamlined for the hospitals. We integrate with their work order systems and, at the click of a button, they can assess where their deficiencies are and what of the things they need to fix in order to be compliant. Our competitors would take weeks to get the same type of information and it would come across in a paper document.

What is the team composition?

I mostly work with two people directly. Mark Mutch, the Founder and President, has been a real leader in driving the innovation from a development side. From a programming side, he really understands our system and how to integrate that with the hospital software. He also stays abreast of the latest trends from a more mobile perspective—he's done a really great job of helping us stay the leader there.

On the marketing side, I work with Keith Gutierrez, the VP of Inbound Growth. I've worked with several agencies before, but I have never met someone with the vision and the understanding of how to execute that vision better than Keith. We partner with HubSpot to do a lot of our a lot of our CRM and management of inbound leads. Keith really understands that process and is helping us integrate that into our ERP system, so it becomes ingrained in our culture here.

Keith, his team, and I meet weekly. He has some people over there that are always on the call that really drive home all of the logistics of the planning. I couldn't be more happy with how those two sides of the business are being managed.

How did you come to work with Modgility?

From my understanding, they were referred to us by one of our other vendors. We'll be partners with them for certainly as long as I'm here and probably thereafter.

How much have you invested with them?

We have invested over a million dollars with them over the years.

What is the status of this engagement?

We started working with them in February 2015, and it's an ongoing engagement.

RESULTS & FEEDBACK

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

The inbound marketing has converted significant business from the leads that have been generated from their work. The development help on our CHX program is far above anything else in our industry. It consistently makes us the destination gas compliance industry leader. It's highly unlikely that we're not going to win business when we show it to hospitals.

They've significantly optimized our search engine ranking and social reach. We're above the fold on every major search term, outperforming competitors 100 times our size. We're a niche business by comparison, so it's amazing that we're able to outperform them. That comes from the ongoing improvement platform that we have through HubSpot and through Keith's management.

Every month for the last two years, our blogs, website, and views per page have been up. Our blog is the number one blog in the industry at the moment, getting around 6,000 views per month. It's one of the highest viewed blogs in all of healthcare—that's huge and that's a testament to the work that those guys are doing.

How did Modgility perform from a project management standpoint?

In weekly meetings with Keith and his team, he sets an agenda with clear action items that then become the first part of our next meeting. They're very communicative and always available on tools like Slack, which helps cut down on emails.

Mark consistently comes in and presents updates. We test a lot, so he's good about putting a timeline in place and has never missed a deadline.

What did you find most impressive about them?

They're not a transactional vendor, but more of a true partner. Their team is fully ingrained with our team, and they've taken the time to really get to know everyone. It's not even a business relationship; it's a partnership. We see them as an extension of the CHG family.

One of the things that Modgility does better than its competitors is the way they adapt to our business. They're incredibly knowledgeable of our inner workings and Mark could probably tell you the code of one of our older editions better than some of our own technicians. Keith, similarly, has really taken the time to understand our sales process and what's required at every level. They understand the main motivators and indicators that are going to drive results.

Are there any areas they could improve?

No, they offer incredible value for their work. I never have to worry about them. If I had to think of something, I'd say there's always an opportunity for better communication.

Do you have any advice for potential customers?

Give them full access to understand the business and then let them work their magic. Let them get to know the main corporate objectives and work with them on a plan to see how their services can help the corporation achieve those objectives. I'm extraordinarily happy with the way that they go about helping us achieve those things.

BACKGROUND

Introduce your business and what you do there.

I am a marketing specialist at a company that manufactures fiber optic lighting solutions. We work with the electronics, transportation, and medical markets. On the medical side, we do some phototherapy applications and surgical retractor lighting. Everything we do is custom built specifically for our clients.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Modgility?

We were looking to redo our website. It was outdated, so we weren't getting any leads from it. We wanted to be able to update our site regularly and get the analytics for it, so we started looking for an extra team to help us build a new website.

SOLUTION

What was the scope of their involvement?

Our new site is built on HubSpot and integrated with SalesForce for our CRM [Customer Relationship Management]. We needed our customers or potential customers to know what we do and that we're a technology engineering driven company. We wanted our website to represent that and give us a way to reach our potential customers. We also were looking to get more leads and expand our market.

What is the team composition?

Our main contact was Keith [Gutierrez, Partner & VP of Inbound Growth, Modgility], who held our initial meetings and helped us get started. We also worked closely with Hunter [Liptrap, Growth Strategist & Creative Director, Modgility] on the web design and coding. Ginny [Dwyer, Content Strategist, Modgility] has been helping us with content generation, blogs, and newsletters.

How did you come to work with them?

We found out about Modgility through a referral from someone at our company who knew one of their employees from a previous job. We talked to them and were attracted to the fact that they have a lot of people performing many different roles and they're very analytics-driven. They offered the best solution for a website that could be updated regularly and wouldn't be stagnant in a couple of years.

How much have you invested with them?

We spent within the range of $50,000–$200,000.

What is the status of this engagement?

We started working with them in October 2016, and we're still working together.

RESULTS & FEEDBACK

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

With our previous website, we would probably get, if we were lucky, 5 leads per month. Now we get 40–60 leads per month, and many of them might lead to future projects. We have a very long sales cycle and haven't had a chance to see whether these leads will turn into customers. But there is definitely potential.

How did they perform from a project management standpoint?

They're very responsive and ask for feedback. At the beginning, we had 2- to 3-hour meetings to get everything up and running. We use email, GoogleDocs, and Slack to communicate. They always push us to get things done because we don't have a huge bandwidth. They've spent enough time trying to understand our business and gave us a lot of tools that we can use outside of the website projects.

What did you find most impressive about them?

We're new to inbound marketing and the whole inbound sales process. They helped us understand how it works and how we could embrace that new way of thinking. They're very good at communicating the value and the benefit of inbound marketing.

Are there any areas they could improve?

We have some very long meetings that are also very productive, but sometimes we just need to focus on our goal more and stay on track.

Do you have any advice for potential customers?

It's a commitment on both sides: there are things you know and do better than Modgility and you need a person at your company to translate between the business and utility.