The client is an employment software company in the New York City area. There was a need to find a lead generation and search engine optimization [SEO] agency to generate more business. Foxtail Marketing was selected to optimize the client’s digital properties and also work on organic SEO. The engagement has lasted for six months and will continue because of its success.
The client is very satisfied with the work delivered by Foxtail Marketing. Organic traffic has increased by over 90% in the first 6 months and tracking is much improved. Foxtail Marketing is highly recommended to others.
Please describe your organization.
We are a freelance management system. We help our clients manage their contingent workforce by either implementing our software into their existing work-pool, or allowing them to have direct access to a market place where they can either source specific talents and skillsets, or create talent pools and recruit people into them.
We’re trying to relate to the current on-demand economy, as far as labor goes. We sell our product through two models: Software-as-a-Service [SaaS] and transactional. At its heart, our platform is SaaS-based, but we have a marketplace angle as well, where workers can join our market and look for work specific to their skillset.
What is your position?
I am the marketing director for lead generation. I am responsible for everything digital, from lead generation programs and campaign management strategy, to our yearly budgetary spend for enforcing the employer side of our business.
What business challenge were you trying to address with Foxtail?
We have very aggressive business goals for which we needed to bring in more talent. I wanted to find someone with a lead generation mindset in the Business-to-Business space who understood our dynamic. There are tons of digital marketing agencies out there, but I wanted someone with the core competency and digital presence necessary for a SaaS approach.
Please describe the scope of their involvement in greater detail.
The SEO part of their work is itemized within a separate part of our agreement. The ultimate goal is to pair our lead generation with our SEO, whether it is outbound link building or anything necessary for us to see where we stand with our competitors in the market. It’s all demand generation, at the end of the day. They work on the entire mix of channels that will ultimately bring us success and help us arrive at the business that we need.
They source traffic to our site and optimize our digital presence to make sure that we are handling that traffic in the best way.
They asked us to audit every linked page on our ecosystem and create a new sub-domain on our server. We then audited everything we had from an infrastructure and outbound perspective. They did this in a timely manner, and their project management skills are some of the best I’ve seen.
We currently have a five person team trying to create 150% growth over the year. Foxtail is integral for my 2016 strategy.
How did you come to work with Foxtail?
I’d seen them within LinkedIn sponsored posts and was impressed with the marketing mix with which they were trying to target me. Ultimately, if they were able to do it for their own business, they could certainly do it for mine. I wanted to emulate that in our approach. I felt that if they could effectively market to me and understand my wants and needs, with a content strategy that made sense and was actually well-written and well-constructed, then they could bring that to our business.
Getting into conversations with Foxtail, they demonstrated that they could service our needs at a cost-effective rate, ultimately delivering everything we needed into one scope of work. Our requirements from there were lead generation expertise and management which included everything campaign-related, either within our marketing automation system, actual campaign ideation, email management, content generation, and so on.
They went through a test period of a few months to demonstrate what they could do. We threw the impossible at them, and they handled it really well. I was impressed with their ability to get things done on time, hold themselves to deadlines and to be willing to accept more. While they’re not a huge team, they handled everything I threw at them.
Could you provide a sense of the size of this initiative in financial terms?
The cost so far has been between $10,000 and $50,000.
What is the status of this engagement?
We’ve been working together since July 2015.
Could you share any statistics or metrics from this engagement?
Our organic traffic has increased by 95% compared to the previous quarter with the help of Foxtail. We were able to create a proof of concept for our landing page, and a whole new tracking system. The ability to not be forced to create 100 landing pages for every single source tracked within one campaign has been essential to us.
We’ve set records for Webinar registrations. The average prior to working with Foxtail was of about 90-100 registrations. This figure has since tripled. They’ve given us incredible results which have lead us to restructure our contract to last throughout 2016. This speaks of my confidence in Foxtail.
How did Foxtail perform from a project management standpoint?
To some extent, your agency will perform as well as you allow it to. You have to make sure that you effectively communicate with them, give proper directions, and that they’re able to communicate effectively with you in terms of hitting deadlines, understanding what resources are needed for what project, etc. Foxtail is excellent at that. I appreciate this even more because I’ve had nightmare experiences with some agencies.
I can say with absolute certainty that Foxtail is one of the best agencies I’ve worked with to date. They’re willing to take on everything and anything for me.
What distinguishes Foxtail from other providers?
The people who work there make Foxtail stand out. Our relationship manager is on call with us twice a week. He has a direct line of access to my team via Google Chat. It’s almost as if he and his team are part of our company. They’re available to us in real time. They execute to a level that I’m satisfied with.
As with any agency, there will always be a learning curve in trying to figure out the optimal way in which you can work with one another. Foxtail adjusted the fastest among any agency I’ve worked with before.
We are based in New York City, and the local pricing is ridiculous. Being in Utah, Foxtail’s rates are substantially lower. They were willing to be flexible. Their price point and quality were right, which lead to positive results.
Is there anything Foxtail could have improved or done differently?
There’s nothing substantial. We had a learning curve at the beginning, which is natural with every agency. We’re a very unique business, with Business-to Business, Business-to-Customer and marketplace components. There’s a triple threat in regards to a marketing initiative and it can become increasingly difficult for someone to understand our business and brand as we continue to evolve.
The only other thing I could mention is about the look and feel of some things: the user interface on some of the email templates, for example. That’s more our fault. We should have given proper directions for what we wanted, instead of leaving it to anyone else’s interpretation. Once we started doing that, everything was fine.
We have five additional questions. For each of these, we ask that you rate Foxtail on a scale of one to five, with five being the best score.
How would you rate them for the quality of their service and deliverables?
Four and a half.
How would you rate them for scheduling, as in meeting deadlines and compliance with a project timeline?
Four and a half.
How would you rate them for cost, as in value and/or conformance with project estimates?
How would you rate your overall experience collaborating with Foxtail?
Four and a half.
How likely are you to recommend Foxtail to a friend or colleague, out of five?
Four and a half. I am always willing to give out their name to anyone in need of this type of help.
This review was conducted by Clutch.
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