Located in Provo, Utah, Mozenda is a major player in web scraping. It’s more than a decade old and firmly established. A very capable Director of Marketing, Mike Alvarez was in place. So why did the COO ask me for an external perspective? That’s the point; sometimes, an experienced and unbiased mind can see opportunity and clarity where others can’t.
This was a mutually enjoyable and successful 16-month engagement very similar to the renovation of an old home. Collaborating with Mike throughout, we started by stripping everything back to the studs, took a close look and then modernized what needed updating. We analyzed enterprise and SME sales processes, conducted customer research to gather data on market perceptions and identified opportunities to tweak positioning and freshen up the messaging. The research and analysis phase complete, we started updating Mozenda’s entire digital marketing presence and activities.
We upgraded the corporate brand and visual look-and-feel. The website was completely revised and revised to improve navigation and drive self-signups. Free trial registrations were boosted by simplifying pricing details, educating visitors through use cases and education, and showcasing customer success. Testimonials were placed throughout the site to emphasize Mozenda’s value to both large and small organizations in any industry. Filling product marketing and marketing communications holes were priorities. We did it with educational and sales content, application recommendations, new case studies and three superbly produced customer videos.
The marketing foundation established by this extensive and varied project helped Mozenda exit a three-year period of flat sales. In each of the next two years, revenue rose over 20%. Mike blew away his 2018 and 2019 MQL targets, momentum that continues into 2020.