Outsourced marketing execution for enterprise SaaS

To run a lean but effective marketing operation, enterprise SaaS solution Evanios brought Xander Marketing on board in place of an in-house design and marketing department.

Outsourced affordability, in-house quality

Evanios’ VP Marketing & Strategy, Kai Rostcheck, brought Xander Marketing on board in place of an in-house design and marketing department. “I didn’t want to manage a contractor; I was looking to build a team,” he explained.

Following a competitive pitch, we were chosen due to our wide range of expertise and proven track record working with SaaS companies. Using an outsourced marketing team meant Evanios could set a clear strategy whilst benefitting from the specialist skills of Xander Marketing’s industry experts. It also enabled us to work flexibly across a number of different marketing channels to maximise the company’s outsourced marketing budget.

A website that works beyond brand awareness

Initially, our efforts were focused on creating a new website for Evanios. This needed to reflect new company branding, include custom illustrations, and feature a wiki knowledge base - whilst fulfilling Evanios’ primary objective of generating content downloads, demo bookings and leads.

It was the success of this initial project that led Evanios to expand Xander Marketing’s remit to include a wider range of services. “Because they did such a good job on the website, I utilised them as an integrated agency for PPC, SEO and project management including marketing automation,” remarked Rostcheck. “For a company like us, which is considered a ‘scale-up’ at this point, it’s imperative that I have all bases covered. Xander Marketing makes sure that I have that, and more.”

Xander Marketing responsibilities

Our work involved:

• A new website
• Creation of new graphics and stylised screenshots
• Updating all sales material, presentations and collateral
• Onsite and offsite SEO
• PPC on Google Ads, LinkedIn Ads, Twitter and Capterra
• Digital marketing including email campaigns
• Website CRO
• Social media
• Graphic design
• Setting up HubSpot to track visitors through the whole lifecycle, from first click through to customer
• Securing articles on respected sites including Forrester, IntellyX, Itsm.tools and IT Central Station

The results speak for themselves

Between January 2017 and June 2018, Xander Marketing’s work with Evanios generated a:

• 418% increase in leads
• 291% increase in social visits
• 274% increase in visit to lead conversion
• 207% increase in reach (social traffic, contacts and leads)
• 182% increase in contacts
• 54% increase in ‘valuable organic traffic’
• Page one search engine rankings for its primary keywords
• Ultimately supporting Evanios with an acquisition by HP

“Xander Marketing has been an outstanding partner for us. They allowed me to expand organically while establishing a high level of accountability and excellent deliverables.”

Kai Rostcheck, VP Marketing & Strategy, Evanios