SUCCESS STORY
Critical Account-Based Marketing Foundations and Campaign Creation
IDENTIFYING AND EXECUTING ON KEY STRATEGIES FOR MULTI-CHANNEL WINS
Client: Kitepipe
Project Timeline: October 2020 - Present
Services Provided: Industry and Competitive Audit; Prospect Identification and Database Build; Content Strategy; SEO Roadmap; LinkedIn Ads
The Challenge
Kitepipe, a cloud-focused integration services team, provides strategy and execution for Boomi integrations. Kitepipe has successfully doubled its client intake year-over-year (including Moderna) and wanted to continue netting new clients in 2021. In order to do that, they needed The Moving Company to help them identify new clients and get ahead of the competition.
Prior to enlisting The Moving Company’s help, Kitepipe had purchased lists of Boomi users online. Kitepipe's target audience is Boomi customers only—of which there are only 2,000. However, they found that the majority of their purchased list were not actually using Boomi after all. It was up to M+Co to find the right companies.
The Moving Company kicked off the project with an industry and competitive audit to identify key marketing strategies and materials by Kitepipe’s competitors.
“The list Ryan and his team built for us is highly accurate and much better quality than our purchased lists. It is now our official target list for marketing and sales efforts.”
LARRY CONE, CEO AND FOUNDER OF KITEPIPE
The Process
Database Build + Audience Targeting
Using a wide array of sources, The Moving Company built a “highly accurate” Boomi customer list in 30 days. The Moving Company also provided deep dive data to show Kitepipe hone in on the right users - those in each company which specialize in Boomi, enriched with contact information and eight key data points per user.
Content Strategy + Deliverable
The Moving Company’s content strategist built upon the SEO research and MOZ campaign to develop a results-based core content strategy. Deliverables included keyword infusion into existing site content and a 52-week editorial calendar.
Editorial Roadmap
Kitepipe’s already active blog presence allowed for The Moving Company’s content strategist to understand the company’s voice and tone when suggesting new topics. The editorial roadmap included 52 target keywords, content topic recommendations, funnel position, secondary keywords, and rationale.
Example topic: Don't Try This at Home: 5 Common Mistakes in Boomi Data
Integration Funnel position: Mid funnel
Target keyword: Boomi data integration
Secondary keywords: salesforce boomi integration, dell boomi integration consultant, dell boomi data integration, system integration solutions.
Rationale: All three of our competitors (provato, Gurus, Aspire) all rank on this keyword - 34, 31, 28 respectively. The Provato Group has bare content that we could easily outrank with a solid blog post. And Aspire doesn't have the KW as their H1 or H2s.
Published blog: https://www.kitepipe.com/blog/5_common_mistakes
Reaching Buying Committees on LinkedIn
Using The Moving Company’s curated targeted lists, The Moving Company launched creative air cover ad campaigns to custom audiences on LinkedIn, gaining 8.6 brand impressions per month from decision makers and influencers in the small target audience. These ads drive to a mix of landing pages and forms, bringing enterprise prospects into sales meetings.
Lead Generation: Capturing Leads from Ebooks
The Moving Company’s content team also created early-stage lead generation campaigns for a previously authored ebook.
Competitor Audit
The Moving Company completed an extensive competitor analysis to ensure Kitepipe would stand out from the competition. Research sources included industry review sites and press releases; competitor retargeting ads; Google ads and keywords; LinkedIn accounts and LinkedIn ads. Our strategists also reviewed industry social success, content strategy and top-performing content pieces.
The Moving Company compiled these insights in reference decks, which are used by marketing ongoing.
Outbound Campaign Creation
The Moving Company leveraged the collective brain power of our digital, content, and creative teams. From extensive SEO research by our digital strategists, new content planning and keyword research from our content team, and unique, eye-catching graphics from creative, The Moving Company developed a multi-phase marketing campaign.
SO Strategy + Deliverables
The Moving Company’s digital strategist completed an entire site audit. Deliverables included:
Site Architecture Mapping + Backend Meta-Tags and Title Refresh (Site-wide)
Site Code Audit
Internal and External Linking Strategy
Keyword Research
Analytics + SEO Technology (MOZ)
Lead Generation LinkedIn Campaigns
The Moving Company leveraged digital channels to advertise and capture leads.
Problem Solved
The Moving Company completed mission-critical work for Kitepipe and the relationship is ongoing with weekly consulting calls with Kitepipe leadership.
Sales and Marketing Clarity - Target Database + Competitive Audit
For the first time, Kitepipe now has a prioritized list of companies for outreach, enabling the Kitepipe sales and marketing teams to target with precision.
Winning on Google - Keywords
The Moving Companies created a set of SEO deliverables, ranging from a deep assessment of keyword opportunities, eventually defining a “top priority” list with Kitepipe’s team of 167 high-value keywords. Within a few weeks of delivery, Kitepipe’s team is already reporting significant progress on high-value terms.
Winning on Google - Technical SEO Audit
The Moving Company identified a content creation path and a wide range of technical issues with the full website that were impeding search engine rankings and organic search traffic. Identifying these issues so the client could resolve them was a major contributor to our out-of-the-gate SEO progress.
Winning on LinkedIn - Inbound Campaigns
Using LinkedIn inbound marketing campaigns to promote brand awareness has been a key influence in lead flow. To date, our LinkedIn campaigns have generated direct leads with executives at high-value companies, including the Fortune 500.
