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Case Study | Jul 23
Allison Frieden on October 29, 2020 • 7 minute read
Whether it’s through social media, blogs, or videos, there’s countless companies vying for consumers’ attention. The cliche “content is king” is true however the quality of it is key to winning the online battle.
On WordPress alone, there are 70 million new blogs posted each month. Take that figure and think about the amount of content uploaded to all other online platforms including corporate company websites. If your head’s not spinning yet, it should be.
To have your company stand out from the overwhelming content crowd, SEO is key. Nextiny CEO Gabriel Marguglio knew this when he founded the company 18 years ago in 2002. The Nextiny agency began as a website and SEO agency but has since transitioned into a Business Growth and Video agency. It specializes in inbound marketing, website design, and video marketing.
As they evolved, Nextiny realized the power of using martech (i.e.marketing technology) software, and they invested in partnerships with Databox, Wistia, SeventhSense, and HubSpot to help elevate their service offerings.
We recently sat down with Marguglio to dive into Nextiny’s decision to invest in Databox’s services. Here’s how we helped them create reports that their clients couldn’t get anywhere else.
Pulling together monthly reports can be a challenging task, but not for Nextiny. Most companies investing in Databox are looking for a way to streamline their reporting for a more efficient process.
Nextiny already had a solid reporting routine.
Here, we’ve outlined the challenges Nextiny faced:
After searching for a way to connect all the software both the agency and its clients used, Nextiny found Databox.
Starting in 2017, Nextiny began connecting its outside vendor offerings into Databox, which includes Wistia, YouTube, Google Search Console, CallRail, HubSpot CRM, HubSpot Marketing, Google Analytics, Seventh Sense, LinkedIn, and Facebook Pages.
Through having everything in one location, Nextiny built out client Databoards for video performance, sales activities, Google Analytics SEO, blogging dashboards, lead generation, YouTube progress, average video engagement, and video hours watched.
To help its clients’ bottom line even further, Nextiny looped sales activity and video performance conversion/closing rates together.
In addition, goals for all of these systems are set up, and automated alerts are sent straight to account-specific Nextiny company Slack channels for transparency.
Nextiny used Databox’s Query Builder for Google Analytics to determine goal completions, dwell time, blog post views, and visitor bounce rate. They used custom Data Calculations for hours watched, share rate, like/view ratio, conversion rates, and organic visits.
“With all these sources here, we could make better calculations and give our clients data that they don’t have anywhere else,” said Marguglio. “We can not only put the data in one place but now we can put together a specific piece of data that clients never got before, which is one of the most valuable insights. Having all these sources in one place also freed up our team to get more creative with our services.”
Since implementing Databox in 2017, Nextiny has added 27 new clients. Databox has allowed the agency to take a much deeper dive into valuable customer data insights than ever before.
Another added perk for Nextiny to enhance its internal communication with Slack notification automation. Rather than physically going into Databox when they wanted to create a report or check on a specific metric, the entire team receives these updates about client goals, which helped dramatically influence strategy conversations on a day-to-day basis.
As a direct result, Nextiny was able to provide more insights to their clients with regards to SEO, lead generation, sales, video performance, and customer acquisition.
“By setting up a Databoard that gives you all the information in one place,” shared Marguglio. “And then sending that to Slack in a timely manner, we’re bringing the data to you. To the people who can actually make an impact on the account. And by being in a place where we’re all talking, all the time, and we’re all communicating about these accounts to make them successful, all of a sudden that starts conversations on how we can actually improve this.”
Through its Slack channels, everyone on specific accounts is notified, which makes changes to service offerings easier to adjust.
Here are the results Nextiny saw from its use of Databox:
“Every software is amazing in its own way, but we put them all together for a client report that shows leads turning to customers,” said Marguglio.
With their innovative approach, they won an Integration innovation IMPACT award for tracking the impact of video using Databox to connect the dots between HubSpot and Wistia data.
“We compare the results, conversions, which leads have watched a video, and then we have a calculation that tells the closing rate. Databox shows you the immediate impact of your videos.
It allows us to calculate HubSpot data and Wistia data together to show reports that otherwise would not exist. That’s a very creative solution that solves a problem that the customer doesn’t even know they have.”
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