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INSIDEOUT SOLUTIONS

From Anonymity to Acquisition: Helping an International Sales Firm Go-to-Market Successfully.

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ABOUT

InsideOut was a Florida-based inside sales outsourcing partner specialising in building, scaling and optimising revenue initiatives for sales teams across the globe. Founded in 2015, the company quickly rose to prominence, closing deals with some of the world’s most recognised businesses including, Google, ADP, Honeywell and more.

 

In late 2022, InsideOut was acquired by Harte Hanks – a leading customer experience company – for a price of $7.5 million.

THE BRIEF

InsideOut initially came to Invanity looking for a marketing delivery partner.

They needed an outsourced team to bring their ideas and content to life. It was a small opportunity with a big firm – though the tides quickly turned.

 

While the company had been growing exceptionally in terms of client revenue, on the net-new marketing side, it was a different story. Their brand, messaging and strategy had been passed through many pairs of hands. Countless ideas and campaigns had been brought to the table, but very few had hit the right notes – or even reached the market.

 

After a year of working together, InsideOut founder Christina Cherry turned to Invanity to start afresh and begin growing a pipeline. We were brought on to drive all areas of digital strategy, creating a new identity and brand for the business. And… we had free roam. It would be our voice, our messaging and our delivery that would drive InsideOut forward. That left us with four growth-oriented goals:

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REWORK THE INSIDEOUT MESSAGING AND WEBSITE

Net Business


BEGIN DRIVING
NET-NEW BUSINESS THROUGH DIGITAL CHANNELS

Alignment

CREATE A HEALTHIER ALIGNMENT BETWEEN SALES AND MARKETING

Scale the Website

SCALE WEBSITE TRAFFIC AND BUILD AN ORGANIC PIPELINE

100k

SOCIAL IMPRESSIONS

780K

SEARCH IMPRESSIONS

151

SQLs generated annually

35+

RANKING BLOG TITLES

HOW WE ACHIEVED THE RESULTS

Rebuilding a brand and Igniting the fire beneath an industry-leading giant.

It all started with strategy. After becoming InsideOut’s full outsourced marketing partner, we mapped out a four-phase go-to-market process:

MESSAGING AND TARGETING

We kickstarted our efforts by working with InsideOut’s key stakeholders to establish the who, what and why behind the brand: what they did, what they sold and how we wanted to articulate this in the market.

 

There was a lot of smoke and mirrors around their identity previously – it was confusing, un-productised and had no real place in the market. We started from scratch, drilling down into their buyer personas, ideal opportunity profile (IOP) and the pain points these individuals faced, creating a new core message that was simple, plainspoken and aligned with InsideOut’s true gain points – not false promises.

BRANDING AND GTM STRATEGY

Based on our fresh, new understanding of messaging and audience, we built out updated brand guidelines and tone of voice documents – so everyone at InsideOut could speak their new language confidently.

 

Armed with a new identity and purpose, we switched InsideOut’s focus to campaigns. A fresh go-to-market strategy was built around five core activities: web development, SEO, PPC, content and socials. The new website was our main priority in 2022. We mapped out keyword baskets, goals, objectives and timelines for its development and ongoing traffic generation.

CREATION OF WEBSITE , ASSETS AND STRUCTURES

Phase three began with the creation of a cutting-edge, high-converting website that would form the basis for our GTM strategy. Over a seven week period, our expert development and content teams meticulously created a new home for InsideOut – productising their offering and packaging it in a digestible, SEO-friendly way.

 

With the new website alive and kicking, we restarted our SEO and content campaigns for lead generation. We were fortunate enough to already have a number of high-ranking articles from our previous contract – which were seeing immediate SEO improvements from the new site’s go-live.

 

From this point onwards we would work closely with key stakeholders to deliver a highly targeted content strategy. We also created three outbound Sales Plays to coincide with this delivery, helping InsideOut’s designated sellers to begin outreach with the right content, voice and message.

RESULTS AND ROI

By the beginning of Q4 2022, we were in good stead. The brand was suitably refreshed. The site was live. The SEO campaigns were in full swing. PPC was rolling on a promising budget. Following six months of intense work, we were in a position to start seeing the return on our efforts.

 

By this point, we had enough insight to begin making strategic campaign changes based on actionable insights rather than gut feelings. We continued to optimise the site to maximise InsideOut’s best marketing ROI – resulting in month-over-month upticks in inbound leads for the first time in the business’s history.

WHAT NEXT?

InsideOut is continuing to deploy its services under a new umbrella brand. By adding $4m in pipeline revenue to projections, we helped InsideOut position itself as a highly attractive acquisition opportunity for major firms – undoubtedly a factor that contributed to the final sale.

 

Now, with a new name, new brand and new messaging, InsideOut is continuing to build on the success of our work, with almost all of our marketing initiatives continuing in some way, shape or form.

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What's next Inside Out
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Christina Cherry - InsideOut

Christina Cherry

Founder InsideOut

Quote Marks Invanity has added real value

“Invanity has added real value”

In the space of two years, Invanity has added real value to the way we do businesses. They are a key component of our lead generation strategy and we are starting to build an impressive pipeline under their guidance. 

Their influence and expertise have been undeniable. Whether it’s a simple social post or a full campaign strategy, I know I can trust Jack and his team to deliver above and beyond the standards I have set for my business. Now, I wouldn’t consider working with anyone else.

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