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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
  • #hubspot
  • #lead-generation
  • #growth-driven-design

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
  • #logo-design
  • #pr
  • #trade-show-marketing
  • #hubspot
  • #seo

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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Marketing with SaaS: Inside Memorable Success Stories

Inbound Marketing
November 16, 2016

In essence, we are all familiar with what makes a marketing campaign successful -- a formidable strategy, a dash of creativity, and sometimes even a smudge of plain luck. Here are some of the most interesting successful marketing tactics from the SaaS companies. Enjoy!

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Give The People What They Want

HootSuite is a social media management system that helps businesses track and manage their social media channels. A lot of the company's marketing is driven by an interest in entertaining audiences. Last year they broke personal records with a game of thrones inspired video. Why? Because Game of Thrones was what the people wanted (duh)! Capitalizing on the power of social media --- a tool they themselves in essence "offer" to their clients,  the video has been viewed more than 850,000 times and brought HootSuite to new markets. By producing the video mostly in-house they kept costs, and subsequent CAC low.

The Zen of A Successful SEO Maneuver

A cloud based customer service platform, not the “sexiest” of the SaaS companies, Zendesk used one of the most bizarre marketing ploys we’ve seen. Their team, who took the proactive approach to SEO and monitoring search terms, noticed that a highly searched term was “zendesk alternative.” But instead of freaking out about the fact that people were looking for their competitors, Zendesk used the predicament to their advantage.

Enter, a rocking alternative. By creating a fake namesake band, the ummm “Zendesk Alternative,” Zendesk turned the not-so-palatable traffic into a treasure trove of leads for the picking!

The band was outfitted complete with a video, website, social media accounts, and a full SEO push, brilliantly driving all those competitor searches right back to the mothership! Now that's pure marketing genius right there.

Play Nice, Reap Nicer

saas-webinar-signup.jpgWhat started as a content marketing platform became what is now a full service media company connecting freelancers with publishers and brands who need content for their sites -- Contently.

Their number one marketing tool? They are nice to writers! By paying out higher writing rates they attracted quality writers, investors, and publishers/brands. They maintain a high customer retention rate which ultimately contributes to their high customer lifetime value.

Go Where The Audience Are

Buffer is a social media scheduling app that allows users to create updates in a queue for dispersal at peak times. The core of their marketing strategy is one of the most traditional (yet often overlooked) channels - blogs! What made this classic tactic such a hit for Buffer? A creative approach that reflects their knowledge of their buyer personas!

Instead blogging about all things social media to a large audience, Buffer made the switch to target the influencers who already had captive audiences (the captive audience being their buyer personas of course).

This brilliant move placed their content front and center of their target audience in a grander scale. This stroke of genius helped them grow from a small company to now having more than 1 million raving users!

Tough Goals Require Creative Solutions

What if we told you a SaaS company invested in a billboard, and won big? Sounds a little too traditional and awfully ironic, don't you think? Not if you're HipChat!

HipChat is a private chat and instant messaging service that provides one-on-one and group chatting, as well as cloud-based file storage, video calling, searchable message histories and online image viewing. They were a small  startup that wanted to utilize billboards for advertisements, but (being a startup) did not have the hefty budget of around 30-50k/month to do just that.

Luckily, their brilliant co-founder and CEO Pete Curley thought of a pretty smart solution! Pete looked for opportunities from companies looking to “cancel” their billboards ads right before their lease ended. And boy was he on the money! HipChat landed a billboard for $6,999 and used a simple, incredibly relevant image to draw attention. While the ad space was one thing, a strategic and creative visual approach to the brand's messaging was ultimately the trigger to success of the campaign. Albeit the  initial investment was expensive, it ultimately paid off and they are still reaping the benefits to date. 

The Takeaway

These companies thought outside the box and won! The SaaS space is unique and many of you entering are bringing brand new concepts to the world. Use inbound marketing guidelines as a base and then run with your most creative ideas. Whatever marketing strategy you choose to go with, don't forget to embark on a buyer persona discovery to ultimately target the right people with the right strategy. 

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Inbound Marketing

November 16, 2016 Dominique grew up in St. Croix, USVI but has happily made Houston her second home. An avid fan of literature, pasta, and all things tech - her role as Adhere’s SaaS marketing manager is highlighted by a true understanding of the industry. Her favorite part? Creating custom strategic marketing plans for each client with the team. See All articles
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