Marketing Channels

In order to optimize XOi's advertising budget, and ensure we are as accurately as possible reaching our target audience of decision makers in the field service industry, XOi's advertising strategy is 100% digital. We advertise on Google search & display, LinkedIn, and Facebook.

The primary goal of XOi's advertising strategy is to garner leads for the sales team. All XOi ads are directed to our website, where a contact form should be prominent on the landing page.

The secondary goal is to drive qualified click traffic to the website and gain awareness in the marketplace. We run quarterly brand awareness campaigns. If there is a new product initiative, or messaging test that needs to be run, we will work those campaigns alongside our awareness campaign.

For Google Search specifically, our goal is to maintain a top search position alongside our competitors in the field service technology space. The XOi team works alongside our digital agency, Civitas, to create compelling and successful advertising strategies.

How We Measure Success: The XOi digital team meets with Civitas weekly for an update on campaigns. Each month, Civitas will pull a report on overall health of the campaigns, noting leads garnered, impressions, engagements, web traffic, best performing creative, and other standout metrics. Digital success is additionally measured by inbounds and ROI. The inbound goal varies by year, and the ROI goal is 2:1.

XOi's content strategy is created with a primary goal of positioning XOi as a thought leader in the field service industry. We produce 1-2 content deliverables per month, each topic falling into one of our strategized content categories/themes.

Content deliverables include White Papers, Blogs, Videos, and Infographics. Our content is used in organic and paid strategy, as a pillar of our "sponsored content" ad creatives.

How We Measure Success: Each month, a report is pulled that determines the best performing blog content. This is measured by traffic to the blog content on xoi.io, and the impressions/engagement on the organic & paid social media posts. The content strategy should additionally inform the deliverables offered to the sales and CS teams, if they find the content successful, that's a win.

Currently, our social media channel mix includes LinkedIn (primary channel,) Twitter, Facebook, and YouTube.

Our social media strategy is designed to build a top of the funnel audience, promote brand affinity and awareness. Our content is built off a main set of themes, which are strategized based on market trends, social trends, prospect/customer audience research, competitor research, and determining themes set by the CEO and ELT. Each theme branches off into topics — from there, deliverables are created based on a mix of artistic vision and research on which content types are currently performing best on our social channels. Deliverables vary, but can include: blogs, videos (long form and short form), podcasts, and graphics.

How We Measure Success: Every month, a report is pulled that shows month over month growth: impressions, engagements, clicks, CTR, and any other relevant metrics. The report should also include top/lowest performing posts across channels and recommendations for improvement.

XOi's email campaign communication segments include Technology Partners, Coaching Networks, Peer Groups, Trade Associations, Affiliates, and Prospects.

Technology Partners

Goal: Build awareness and education on the impact of XOi's integrations with FSMs.
Objective: Develop and implement co-marketing communications to FSM users to inform them of new features, upcoming events, and specific use cases.
Cadence: Minimum quarterly sequences of 2 emails from XOi or each tech partner.
How We Measure Success: 15% average cumulative email engagement rate (opens, clicks)

Peer Groups | Coaching Networks | Trade Associations

Goal: Establish XOi as a subject matter expert and ally with coaches and leaders of each group.
Objective: Collaborate with each group through e-newsletters and direct member outreach from XOi for announcing new features, member use cases, upcoming events, and new content resources.
Cadence: Minimum quarterly sequences of 2 emails from XOi or each tech partner.
How We Measure Success: 15% average cumulative email engagement rate (opens, clicks)

Direct | Outbound Campaigns:

Goal: Communicate unique messaging for specific target audiences that do not have direct correlation with partner network outreach.
Objective: Build topical campaigns centered around buying intent, personas, industries, and other assignments to build awareness for specific use cases, drive seasonal communication, promote new content resources, or announce new product functionality.
Cadence: As needed in sync with content and product announcements, persona distribution plans, and sales support efforts.
How We Measure Success: 15% average cumulative email engagement rate (opens, clicks) and unique conversion goals set for each campaign or program.

Collaborations | Affiliates

Goal: Communicate timely updates and build XOi awareness affinity within affiliate networks.
Objective: Build and execute communication plans in unison with each affiliate to promote strategic offers, press releases, and announce new features.
Cadence: As needed in sync with affiliate announcements and strategic program rollouts.
How We Measure Success: 15% average cumulative email engagement rate (opens, clicks) and unique conversion goals set for each campaign or program.

XOi.io is used as our digital hub, and as a best practice, prospects should be directed the website first, to filter disqualified traffic and convert those interested into MQLs. All headlines, taglines, value prop messaging, product messaging, and visual brand standards are built into the foundation of xoi.io, and it is our content home for blogs, videos, news, podcasts, webinars and case studies.

The website is SEO optimized, with a primary focus on keyword research and backlinks.

XOi.io is built on Wordpress and is integrated with Hubspot, so qualified leads can be filtered into Salesforce for the sales team. It is also integrated with Google suite tools (GA4, GTM, GSC) to optimize site traffic, attribution, and search.

How We Measure Success: Every month, a report is generated that shows leads, site traffic month over month, conversions, and top performing pages.

XOi's PR strategy is focused around garnering specific media placements in National Media, Trade Publications (publications, journals, websites, newsletters, and podcasts), and Partner Networks.

Deliverables include written articles, interviews, podcasts, and videos

Our PR Agency, Ripley PR, pitches based off a combination of specific themes that include: angles from specific publication story requests based on their publishing schedules, XOi's content calendar, reflecting major themes within the OEM/Enterprise world, and content that positions XOi as a leader in the SaaS space.

How We Measure Success:

National Media Goal: 1 quarterly win; 1 big win each 6 months

Trade Publications: 1 feature/interview monthly