Revamping a marketing strategy, winning awards, and opening new opportunities
In the February of 2018, we partnered with digital innovation studio Exygy – then a “development and design shop” – to guide them through a complete marketing strategy and messaging overhaul in order to promote themselves as a leader in the technology development space and drive more revenue and growth.
While Exygy’s laser-sharp focus on their clients’ success is part of what makes them an incredible partner, they struggled with the marketing and sales side of the business. Specifically—they struggled with amplifying their work in their target sectors—health and civic.
While concentrating deeply on their main services, they also lacked the operational infrastructure they needed in order to experiment, execute and iterate quickly on the marketing side.
To align Exygy’s mission to their marketing goals, Better Impact Marketing came up with a three-phase plan…
Phase 1: Messaging
The first step of the marketing overhaul was to rethink Exygy’s messaging strategy. Taking a research-driven approach, some of the things we did to learn more about Exygy’s place in the market were:
Conducting interviews both internally and externally
Detailed website and search engine analysis
Completing a market-wide competitive audit
Based on our research, we discovered that Exygy’s unique place in the market was their dedication to building resilient and healthy communities through their human-centered approach to problems. With that in mind, we built a messaging framework, defined core services, determined target customer segments and accounts, developed Exygy’s digital craftsmen story, and tested our messaging out with our target customers.
Phase 2: Operational Reconstruction
In order to set the marketing team up for success, we needed to work on the operational infrastructure of the team. With the “digital craftsmanship” messaging we developed in Phase 1 in hand, we:
Created a content & event strategy
Created & implemented an outbound target account strategy.
Implemented Outreach.io for the partners & sales team to leverage
Created a new newsletter and social promotional strategy
Implemented a new SEO strategy
Kicked off a monthly newsletter
Built out a partner strategy
Established a process to apply for awards and speaking events
Setup processes for lead follow-up and marketing reporting
A newsletter we launched as part of our new social promotion strategy.
Phase 3: Execution!
Phase 3 was all about on-boarding and execution. We oversaw the execution of all of the new processes we developed. We also provided guidance and helped hire, on board, train and coach a new marketing coordinator in order to ensure a smooth transition.
Thanks to Better Impact Marketing, our new messaging, site, content and events feel authentic to our team and vision. They feel representative of the transformation year we had.
- Zach Berke, Exygy
Our overall impact:
Increase in channel network referrals
New opportunities due to speaking engagements and events, including with the California State Department Health Division.
Short Award winner in Best Work in Developing Nations
Acquia Award winner in Higher Education
Shorty Award finalist in Government & Politics
Growth of strategic partnerships through a series of big events
Email automation of partners’ prospect nurture