VOGLIO Digital Marketing

Please describe your company and your position there.

I was the VP, Direct to Consumer for the leading provider of Fly Fishing gear and apparel.

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

We engaged Voglio to manage all aspects of our digital marketing strategy and execution. The goal was to drive cost effective spend at LTV and conversion that exceeded prior levels.

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

We interviewed three agencies looking for evidence of high engagement, data driven results, and reasonable unit economics on spend.

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

Voglio was engaged to be our full time digital marketing team. They were responsible for paid search, social ads, and retargeting.

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

We had one full time account manager and parts of two other team members that specialized in digital marketing execution.

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

I cannot disclose specifics. We saw meaningful increases in all of our key marketing metrics throughout the course of our engagement with Voglio.

How effective was the workflow between your team and theirs?

The Voglio team was responsive to all requests and willing to setup engagement mechanisms based on our teams desire to have routine reviews of performance.

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

Voglio has built out a suite of homegrown tools that facilitate deep analytics and understanding of results. Their team members were all experts in the field and invested the time to execute at a high level.

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

None come to mind.

Introduce your business and what you do there.

I’m the executive VP and CMO for HealthEquity. We work on health savings accounts and consumer-directed benefits.

What challenge were you trying to address with VOGLIO Digital Marketing?

We were trying to grow our B2B and B2C sales funnels.

What was the scope of their involvement?

VOGLIO works on our SEO, PPC, SEM, and social media. They’ve built and maintained websites for us, and one of their key competences is data analysis through instrumentation. Additionally, they lead our content strategy. We create the content in-house, but they review it and add to it. 

What is the team composition?

We probably have ten or more people assigned, ranging from technical leads to project managers, paid search specialists, business analysts, and a business intelligence lead. Our main point of contact is Alex (CEO & Co-Founder), and we’ve worked with Raquel (Director of Product Management).

How did you come to work with VOGLIO Digital Marketing?

This is the second time I work with VOGLIO. I met them in 2013 through a referral from a private equity firm contact. We built an amazing relationship for 5–6 years, and when I came here as CMO, they were one of the first companies I enlisted.

How much have you invested with them?

We’ve probably spent $10 million throughout eight years.

What is the status of this engagement?

I started working with them in June 2013, and our relationship is ongoing.

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

They’ve contributed significantly to our business. We’ve grown our B2B leads and appointments by 400%, and retail accounts by 100%. Also, we took our marketing budget from $500,000 to $30 million based on performance marketing metrics and had 400% growth in 2018 versus 2017. 

How did VOGLIO Digital Marketing perform from a project management standpoint?

They’re heavy on results but light on overhead. Some people prefer lots of polish and presentation, but that’s not VOGLIO’s strong point. They focus on results, and we bring our internal project management. It works great.

We use Slack and emails for daily communication and basic project management. They build the instrumentation in a way that we just have to sit down and review the dashboards on a weekly basis. It eliminates the need for other communication tools because it allows us to know what’s happening at any time.

Raquel runs the weekly meetings with 5–6 people from the team, and we might have a couple meetings per week depending on what we’re discussing. We adjust based on the results we see.

What did you find most impressive about them?

They deliver results. Everybody else talks, and talk is cheap.

Are there any areas they could improve?

When we first started working, they were a tiny company, and it took them a while to  figure out how to work as an enterprise and why structure is important. We had to fill the project management gap ourselves. However, we’ve seen them grow, and I think they have 30–40 people now.

Do you have any advice for potential customers?

Think about them as an extension of your current team and be clear about what you’re trying to achieve. Nobody can succeed if you just say them to run off and get results. You have to embed them with your core cadence, team, meetings, and so on.