inSegment

BACKGROUND

Introduce your business and what you do there.

I’m a department director for a financial institution that offers products and services so our community.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with inSegment?

We needed help with website design and SEO.

SOLUTION

What was the scope of their involvement?

Initially, inSegment came in to help us make a complete website design overhaul and improve its SEO. However, our relationship quickly expanded, and we now work with them on an ongoing basis to make continuous improvements to our site. Additionally, they help us launch and manage PPC campaigns.

For the website redesign, we provided inSegment with our branding guidelines and some examples of websites we liked. Still, we left it up to them to get creative. They came back and presented some design options, and we took it from there. As part of this process, the team also rebuilt the site in WordPress to allow us to make changes ourselves in the future.

inSegment also collaborates with our team to leverage the data we pull internally to help improve our PPC efforts continuously. For example, some of our PPC campaigns are around acquiring loan applications. Once a member applies for a loan, they can’t see what’s happening behind the scenes.

Therefore, our marketing data — the campaigns’ performance and the click-through rate, for example — combined with internal data for how many applications are actually getting funded helps us have a holistic overview of the entire process from start to finish. This allows us to continue improving our PPC campaigns going forward.

What is the team composition?

We work with 6–7 people from inSegment.

How did you come to work with inSegment?

I found them on Google.

How much have you invested with them?

We’ve spent between $50,000–$100,000.

What is the status of this engagement?

We started working together around April 20118, and our engagement is ongoing.

RESULTS & FEEDBACK

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

One of our original goals was to improve our website traffic coming from mobile devices, and we accomplished this. Moreover, we’ve been able to increase our applications through our PPC efforts. People have also responded to our new website design; it responds very well and is easier to navigate.

How did inSegment perform from a project management standpoint?

inSegment has met all deliverables as expected and within appropriate deadlines. Additionally, their communication has been good and open throughout the entire process. We use email and phone to communicate, as well as a monday.com project board to manage the project.

What did you find most impressive about them?

inSegment is not just an order-taker; they’re a team of experts. They obviously know the industry better than we do, but they still listen to our feedback. Additionally, they’re very capable of using our data alongside theirs to come up with the next strategic steps for any type of campaign or initiative.

Are there any areas they could improve?

I can’t think of anything they could improve on.

Do you have any advice for potential customers?

Pay attention to how collaborative the relationship is. They want to collaborate with you and learn from you to improve your efforts constantly.

BACKGROUND

Please describe your company and your position there.

I'm the Head of Digital for Bombora, the leading B2B Intent data provider. We tell you which businesses are researching the products and services you and your competitors sell.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire inSegment, and what were your goals?

inSegment has been our digital marketing agency for over 3 years now - our goals are to generate high quality leads and source + influence pipeline for our GTM organization.

SOLUTION

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

I joined when we were already working with inSegment, and continued to work with them because of their excellent communication, quality work, and their ability to help us hit our marketing goals.

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

They manage all of our PPC programs and conversion tracking, write ad copy, have assisted with SEO and website audits, build out comprehensive reporting of all programs, and have contributed towards design work as well.

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

Several - their Head of Digital, Head of CS, Head of Biz Dev, and many digital marketing analysts/AMs

RESULTS & FEEDBACK

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

This partnership has improved KPIs across the board, including a 33% increase in conversion volume on Google, a 567% increase on LinkedIn in just the last two years, and a 4.2X pipeline-to-ad spend ratio.

How effective was the workflow between your team and theirs?

We meet every couple of weeks, but only because I'm constantly on Slack with the team discussing optimizations or changes

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

Their responsiveness and ability to execute quickly. I'm able to Slack inSegment whenever and constantly will be responding nearly immediately, if not within the hour - and when we have something new to add to the mix, they're able to get it up and running extremely quickly.

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

Not that I can think of!

BACKGROUND

Please describe your company and your position there.

I’m a marketing specialist at MindMax, LLC, a strategic marketing and enrollment partner helping connect some of the nation's top universities with today's adult learner. I work with our university partners on a more personal level, listening to their enrollment needs and helping strategize a digital marketing plan that will increase their enrollment numbers and help them compete in an ever-changing, competitive landscape.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire inSegment?

We hired them to assist with our digital analytics and PPC/social campaigns concerning a large breadth of universities. We were lacking the necessary resources to successfully devote the time and effort into our digital campaigns. inSegment has been truly instrumental in facilitating this transition.

What were your goals for this project?

MindMax wanted a partner large enough to handle a handful of large universities that we could trust with their ad spend, account management, and help us strategize new ways to compete in the digital space.

SOLUTION

How did you select this vendor?

Though I was not a part of the vendor selection process, I know that we wanted a vendor that was local to our office, large enough to handle our client account bandwidth, yet intimate enough to understand our goals and ultimately, the goals of our clients. We needed a vendor that we could trust and that listened to our needs while offering a solution and adjusting to the market trends. inSegment met all of those qualifications and more.

Describe the project in detail.

The projects at MindMax are quite vast and no client engagement is the same. We work with very large to smaller universities throughout various stages of the enrollment funnel. Across most accounts, inSegment has significantly reduced our digital advertising workload and has even taken an active interest in learning about each university and the vast programs we serve.

What was the team composition?

Most of our marketing and operations team is in contact with inSegment. No one here ever hesitates to contact them with a request or question concerning a particular project. Our team and theirs interact as one.

RESULTS & FEEDBACK

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

inSegment has seamlessly streamlined our client reporting process and manages our campaigns in a thoughtful way. We receive detailed status reports multiple times a week on each of our various client campaigns, complete with performance metrics and recommendations on where to optimize our efforts and how to should shift the client budget for improved results.

How did the inSegment perform from a project management standpoint?

inSegment has honestly been a breath of fresh air for our team. They provide so many insights and reports in order for us to successfully complete our daily client work. Without them, we would be working longer hours and most likely stressing on tactic implementation across the board.

Additionally, they impressively keep our various client's work organized and they always think outside the marketing box for optimizing campaigns. We look forward to our weekly team meetings with them.

What impresses you about the inSegment?

I’m most impressed at how efficient and responsive they are to our daily requests. Oftentimes, we ask for spontaneous requests and their team is able to get straight to work. I can’t count the number of times I’ve asked for something to be implemented the same day and they respond back with either insightful questions in order to get the task at hand complete or to tell me it’s all set and done.

Are there any areas for improvement?

I don’t see a need to improve in any area of our day-to-day interaction. We all communicate well and listen and react in a timely manner to the needs of our clients. We are operating in a way that most could only hope to find in a vendor.

BACKGROUND

Please describe your company and your position there.

Tigera offers network security products for companies with microservice-based applications. As head of demand generation, I oversee and direct all outbound campaigns, including digital advertising.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire inSegment?

inSegment helped us craft an SEM strategy, implement the technical details, and oversee the optimization until we could run it ourselves.

What were your goals for this project?

We wanted to generate high-quality leads from key search terms and understand the market better through keyword and search use analysis.

SOLUTION

How did you select this vendor?

We used five main criteria to evaluate each vendor, relying heavily on customer references to differentiate between agencies and find the right fit. We examined their technical knowledge, strategic vision, creativity, project management acumen, and proven success with clients similar to us. We also considered whether we liked their team personally.

Describe the project in detail.

They advanced our SEM strategy from nonexistent to a fully functioning and optimized lead generating machine that created a qualified pipeline to sales.

What was the team composition?

I worked with two inSegment team members.

RESULTS & FEEDBACK

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

Our website traffic doubled and our SEM campaign delivered an eight-to-one return on costs.

How did inSegment perform from a project management standpoint?

Their project management was flawless. We needed prodding and poking to keep projects on track, but they did a great job.

What impresses you about inSegment?

Their team felt like friends who were also digital marketing experts. They delivered exactly what we expected.

Are there any areas for improvement?

No, they found the line between pushing us and understanding what we wanted to do. They knew what we needed and what could wait. 

BACKGROUND

Please describe your company and your position there.

I'm a marketing assistant at an audio-visual and computer rental company. I help organize and deploy various projects, including email marketing and new campaigns.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire inSegment?

We hired them to build our social media presence, including the development and creation of our social posts. We’d just started using social media platforms but didn’t have the expertise in-house.

What were your goals for this project?

We wanted to increase our impressions, page views, and other key performance indicators for all social media platforms.

SOLUTION

How did you select this vendor?

We’ve worked with inSegment before. Since they provided quality and timely work in our previous projects, we asked them to manage our social media marketing as well. We wanted to make sure the partner we chose catered to our industry and brand, which was difficult as we are in a niche market.

Describe the scope of their work in detail.

Initially, we had several conference calls to address our brand strategy and discuss our goals. We showed them previous posts that we liked and didn’t like so much. Based on our input, they developed a social media plan and calendar for the first month. They then schedule each post for each platform.

What was the team composition?

We’ve worked closely with a few employees of their employees. The size of the team has stayed consistent.

RESULTS & FEEDBACK

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

Since they started, the number of impressions for each platform has gone up tremendously, especially for LinkedIn. There has been a surge in page likes, traffic, and overall sales, which demonstrate that we’ve established a stronger presence on social media.

How effective was the workflow between your team and theirs?

Their project manager is easy to communicate with and responds quickly. During our monthly calls, we discuss the next month’s calendar and the performance of our different platforms and posts.

What did you find most impressive about this company?

Our experience has been highly positive. I’m impressed with their ability to stay on top of things and suggest new ideas that cater to our industry.

Are there any areas for improvement?

They meet all of our needs for this project.

BACKGROUND

Please describe your organization.

I work for a global cyber security company.

What is your position?

I am the director of digital marketing.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with inSegment?

There are multiple. We have worked with inSegment for analytics, search engine optimization, and website design. We also used them to improve the infrastructure of our site to make it as secure as possible.

SOLUTION

Please describe the scope of their involvement in detail.

inSegment has done website development work, SEO [search engine optimization], and conversion rate optimization. They conduct A/B tests on a consistent basis to increase the conversion rate on the site, and they have set up the analytics system for the various inputs to flow into a single, unified dashboard.

How did you come to work with inSegment?

We were referred to them through word of mouth. 

What is the status of this engagement?

We have an ongoing relationship with inSegment. Some projects have been completed and others are in progress. Things like SEO and CRO [conversion rate optimization] are indefinite because there are always opportunities to improve performance.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

We have seen significant improvement in site traffic volume as well as the conversion rate of users after they arrive on the site.

How did inSegment perform from a project management standpoint?

inSegment is stellar. They are incredibly buttoned up. They begin every project with very clear road maps and well-defined milestones. They consistently achieve the goals that they set. I have had a flawless experience with inSegment, which I consider the most important component of a relationship with a valued partner.

What distinguishes inSegment from other providers?

There's an authentic and deep concern that inSegment has for the success of their clients that I have not experienced with other agencies. I attribute that deep, passionate concern for client success to their founder and president, Alexander Kesler. He is directly involved in the business of individual accounts and clients despite the growth that his agency has seen through the years, which I think is rare. I would absolutely attribute not only the success of the agency, but the success of the relationship that we have with inSegment to his passion and involvement.

Is there anything inSegment could have improved or done differently?

I have nothing to say in regard to room for improvement. If I ever have a need that isn't currently being served, it is quickly addressed.

BACKGROUND

Please describe your company.

We are a real estate and investment firm located in Boston’s financial district. Right now, we are a small company with only eight employees, but we’re growing.

What are your role and responsibilities?

I am the office manager and manager of investor relations.

OPPORTUNITY / CHALLENGE

What was your goal in working with InSegment?

We needed to update our logo and InSegment helped us look at various options. They expanded our collateral, some of our templates and, from there, went on to update everything.

SOLUTION

Please describe the scope of their work.

They updated our company website; InSegment completely changed the site and updated it to include company biographies. They also developed a user-friendly property section, where outside clients and investors can look up information. They also provided us with new business cards, templates, and letterhead.

What was your process for selecting InSegment with which to work?

I think that the partners of the company had known the principals at InSegment prior to starting this company.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

Confidential.

RESULTS & FEEDBACK

How satisfied are you with the work of InSegment?

We are very satisfied. They were easy to get a hold of and they’re very responsive. If I had any questions or needed more information, they were able to respond quickly. Their turnover time is fast. They’re great, and I love working with them. When you need them, they are there. inSegment is always ready to provide alternatives and suggestions.

Is there anything unique about InSegment that really makes them stand out compared to other companies?

They’re great at doing everything we needed with our website. Anything that’s website related, they can do it.

What advice would you give to a future client of theirs?

Be as clear as you can regarding what you want your message to be and how you want it to be represented.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

I don’t have anything negative to say. I enjoyed working with them.

BACKGROUND

Please describe your company.

We’re a credit union in downtown Framingham, Mass., serving the Middlesex County area.

What are your role and responsibilities?

I’m the IT [information technology] manager.

OPPORTUNITY / CHALLENGE

What was your goal in working with InSegment?

We wanted a new website that would give us greater visibility, particularly on Web searches.

SOLUTION

Please describe the scope of their work.

InSegment redesigned our website and handles the Web hosting and the SEO [search engine optimization] for us.

What was your process for selecting InSegment with which to work?

Two of our executives had gone to a training class where InSegment gave a really good presentation on website design. We had them show us some of the work they’d done for other banks and credit unions. Based on their knowledge and their skills with SEO, we decided to go with them.

Can you provide a ballpark dollar figure for the work that they’ve done for you?

Our work with InSegment has cost around $25,000.

When did you start working with them?

We started working with them in the early fall of 2014 and continue to work with them to this day.

RESULTS & FEEDBACK

What were the results of the project?

InSegment redesigned our website and manages our Web hosting and SEO capabilities. All of our employees, specifically those in the loan department, like the layout of the new website because it’s easier to locate the information they need. Our members have also said that it’s a lot easier to use.

Is there anything unique about InSegment that really makes them stand out, compared to other companies?

The biggest thing that stands out is inSegment's knowledge of SEO. They know how to help grow websites within the search engines. At the end of each month, they send a statistical report of how we’re performing and where our website is going.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

It would be better if their pricing on SEO and Web hosting were based on company size.

We ask you to rate InSegment on a scale of one to five, with five being the top score. What would you give them out of five for the quality of their work?

Five.

For schedule, as in being on time and meeting deadlines?

Four.

For cost, as in value for your money and sticking with the original estimates?

Five.

For the overall score?

Five.

How likely are you to recommend this company to a colleague, out of five?

Five - I already have. In fact, another company has contacted me because they were impressed with our site.

BACKGROUND

Please describe your company and position.

I am the Customer Success Manager 

Describe what your company does in a single sentence.

Our company designs, develops, and manufactures head-up displays (HUDs) for frontline workers.

OPPORTUNITY / CHALLENGE

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

• Website Development
• Lead Gen
• Marketing Assets

SOLUTION

How did you find inSegment?

Business Network

Why did you select inSegment over others?

Referred to me

How many teammates from inSegment were assigned to this project?

6-10 Employees

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

We worked with inSegment to develop a new website, as well as product photography, marketing assets, tradeshow assets, email marketing, and lead generation.

RESULTS & FEEDBACK

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

• Consistent communication
• timely delivery of expected assets.

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

Very organized and available. Items delivered on time, and receptive to our feedback and requests.

What was your primary form of communication with inSegment?

• Virtual Meeting
• Email or Messaging App

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

InSegment maintained a consistent understanding of our product and mission throughout the project - assets and work reflected the same.

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

Costs are high. Our team put in a lot of time into adjusting copy writing and banner layouts.