Live Client -- iBASEt Corporation
iBASEt Corporation was founded in 1986 by Amrik Singh Poonian, and is today a $30M software company with sales offices in Toulouse, France; Detroit, Michigan; St. Louis, Missouri and at headquarters in Foothill Ranch, California. The company currently has 360 employees worldwide with 70 developers in India, and the majority of employees in the United States (iBASEt, 2015). The company is a leader in the development, sales and service of manufacturing execution system (MES), maintenance, repair and overhaul (MRO) and supplier quality assurance (SQA) (iBASEt, 2015). Despite being a very small firm by enterprise software standards, iBASEt has been able to attract and keep many of the world's most prestigious aerospace and defense firms including Lockheed Martin, Boeing, Parker Aerospace, the United Space Alliance, Astrium French Aerospace, Airbus, L3 Communications and many others (iBASEt, 2015). Despite the company being public, their relatively open approach to reporting results and sales have made it relatively easy to calculate their sales per employee of approximately $120,000, which is at the median level of competitors in their specific market of enterprise software. The company has a very low debt ratio, further signaling tight fiscal controls internally. All of these factors point to a very tightly managed digital marketing communications and marketing campaign strategy budget, which is exemplified in the results of this analysis. What the client has been able to achieve despite budget constraints illustrates what's possible with Cloud-based marketing automation applications that align quickly with how companies choose to operate over the long-term (Rowley, 2008). The heavy reliance on analytics has provided the marketing department with the essential insights need to continually seek new funding of digital marketing campaigns that are multichannel in scope. The reliance on analytics in conjunction with digital analytics has set the foundation for a very rapid ascent of content-driven marketing strategies in business-to-business (B2B) marketing (Geraghty, 2011) that continues accelerating today.
What makes this clients' digital marketing strategies particularly interesting is how engineering-centric the culture of the company is, and how it has often been challenged to create scalable, long-term digital marketing strategies in the past. Based on interviews with this clients' Vice President of Marketing, the marketing departments' reliance on HubSpot marketing HubSpot integration reporting delivered within Salesforce are rapidly changing the nature of marketing within the firm. The Marketing VP also mentioned how useful analytics are in defining the goals, objectives and direction of marketing clearly to engineering teams that dominate the company. In defining the value proposition of marketing, the Marketing VP at iBASEt mentioned that the first objective is to use digital content to drive greater awareness and dominance of the iBASEt brand across keyword searches on Bing, Google, Yahoo and other search engines. The secondary goal is to define marketing campaigns and strategies across the majority of the website, offering informational e-books and white papers, in addition to advanced videos that can help prospects see the deep value that iBASEt delivers. The combined use of a wide variety of digital channels has proven to be more effective in attracting, selling and serving B2B prospective clients (Freundt, Hillenbrand, Lehmann, 2013). iBASEt balances these digital strategies with just a few offline events including tradeshows, as the digital or online strategies are inherently more measurable and therefore can be improved much faster than tradeshows that often have very long planning horizons, high costs, and inherently lack the ability to track performance of (Hadjikhani, LaPlaca, 2013). Analytics are the foundation of the digital marketing campaigns at iBASEt and where possible with the cooperation of the Vice President, Marketing and his staff, they results are presented in this analysis.
Website Recommendations
In August, 2014 iBASEt completely revamped its website, choosing to standardize on the WordPress platform for its ease of customization. At the same time, HubSpot was added in as the inbound marketing system. Both the website and the cloud-based HubSpot content marketing system are integrated with Salesforce, as is evident from the structure and URLs of following landing page for a recent e-book the client offered. Please see Figure 1 for an example of a recent iBASEt landing page.
Figure 1: Recent iBASEt landing page (source: www. ibaset.com)
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