NEW CLIENTS FROM THE US MARKET FOR IT RECRUITMENT FIRM
Digital marketing strategy - from the ground-up transition to a new source of clients
Executive Summary
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Winged IT, a professional service firm, faced the challenge of transitioning from traditional trade show-based marketing to a robust digital strategy. Partnering with GrowMy.Tech, they implemented a comprehensive digital marketing plan that led to substantial improvements in inbound leads, search visibility, and overall marketing proficiency. This case study explores how this transformation was achieved, what were the results that followed and what was the role of fractional CMO in the project.
ABOUT THE PROJECT
DIGITAL MARKETING FROM THE GROUND UP;
INTERNATIONAL EXPANSION
IT RECRUITMENT &
IT STAFF AUGMENTATION
POLAND
Winged IT: IT Recruitment and Staff Augmentation Firm
Winged IT delivers top IT talents to technological companies in flexible models, which means IT recruitment, IT staff augmentation, and even creating IT branchs in Poland with soft-landing services. They are active in promoting Polish developers and Poland internationally, too. They do it personally or through the dedicated portal Do IT in Poland.
Winged IT has historically relied on personal relationships, referrals, and trade shows to build its business. They have cultivated a strong client base, particularly in the Global North, through face-to-face interactions at leading worldwide trade shows like Smart Tech Korea, AI & Big Data Expo North America, Women in Tech Boston, Collision, or Websummit to name a few.
The strong focus on the events resulted in year-to-year growth and commercial presence worldwide, even in Japan. The flexibility of cooperation models plus all the value-added services Winged IT offered to the clients made them a long-term professional service provider for international firms.
The Challange
While Winged IT excelled in building personal relationships through trade shows, this approach had a drawback. The company was not as active in digital marketing, which limited their ability to attract new clients online. Their primary challenge was to improve their digital marketing presence and transform it into a powerful channel for new business generation.
Client's Requirements:
Winged IT needed someone who could deep dive into the company's situation and quickly develop and implement an effective digital marketing strategy from the ground up. The company required someone who understands the unique dynamics of IT business, and takes overall responsibility for all marketing activities.
The Client sought the help of an experienced executive with a proven track record and numerous industry case studies.
At the same time, they wanted to avoid the lengthy and costly recruitment process for a full-time marketing manager and required a solution that could be adjusted to their resources and needs.
Impossible? :)
The Solution
To address requirements and challenges, Winged IT partnered with GrowMy.Tech, a digital marketing consultancy specializing in B2B marketing for IT companies.
A fractional marketing manager service from GrowMy.Tech was the perfect fit to meet these requirements and take overall responsibility for all marketing activities.
The solution involved a multi-faceted approach:
Deep-Dive Business Analysis
The initial phase focused on understanding Winged IT's business, including:
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Setting up essential tools and analytics
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Conducting introductory workshops on B2B marketing in the IT sector
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Analyzing the company's current standing and competition
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Performing keyword analysis
Strategy Development
Based on the insights gained, GrowMy.Tech developed a comprehensive strategy for the upcoming year. The strategy aimed to:
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Address the full customer journey of potential clients
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Launch the most effective and least time-consuming activities first; with the lowest-hanging fruits first
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Secure the company's inbound leads by targeting clients at the advanced consideration and decision-making stages
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Focus on positioning, authority, and brand-building
Niche & Market Focus
The strategy emphasized focusing on a niche market—presenting Winged IT as a leader in recruitment for the tech industry in the United States. This involved a mix of tactics, including social proof marketing, SEO, content marketing, social media, performance marketing, and outbound marketing.
Implementation and Cooperation Model
The cooperation model evolved over time, adapting to the project's needs:
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Conceptual Work: GrowMy.Tech conducted analysis, research, and built recommendations.
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Collaboration: Close cooperation during onboarding, knowledge transfer, and plan alignment.
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Internal Team Involvement: Winged IT's internal marketing team participated when possible to build knowledge and leverage resources.
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Specialist Support: GrowMy.Tech provided specialists in graphic design, web development, SEO, copywriting, and performance marketing.
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Fractional CMO Leadership: A Fractional CMO oversaw the entire process, ensuring clear communication, plan execution, and problem-solving.
Results:
The partnership between Winged IT and GrowMy.Tech yielded impressive results:
Inbound Leads
Winged IT began receiving inbound leads by the fifth month of cooperation, with a consistent and increasing number of leads month-to-month.
Search Visibility in the USA
The company improved its communication and set the foundation for positioning in the target market. This resulted in:
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5 target keywords in Top 10 rankings in SERP
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19 target keywords in Top 11-30 rankings in SERP
These achievements were the result of diligent content marketing, SEO, and backlinking efforts.
It is important to note that the positioning resulted from strategic website planning and the development of well-positioned service pages. The continuation of the work will definitely bring great results for the Client.
Enhanced Website
A new website was developed to increase the effectiveness of other marketing tactics. This holistic approach to sales and marketing translated business offers into a clear, structured, and modern website.
GrowMy.Tech delivered the project from A to Z working on WordPress templates, from the very beginning the the website deployment.
Strategy, Frameworks, and Processes
By the end of the cooperation, Winged IT was equipped with a commercial strategy, processes, and frameworks that ensured the deliverability of social proof marketing, content marketing, and SEO.
Organizational Readiness
One of the most valuable outcomes was the organization's leap in marketing professionalism.
With business goals, a strategy to achieve them, and a clear understanding of required resources, scope, and skills, Winged IT leadership was ready to hire its first full-time marketing manager. The new hire took over the responsibilities from the Fractional CMO.
The recommendations and work done by Grow My Tech, provided results that are best shown on numbers:
Conclusion
The collaboration between Winged IT and GrowMy.Tech demonstrates the power of a custom and well-executed digital marketing strategy. By transitioning from traditional trade show marketing to a comprehensive digital approach, Winged IT not only improved its inbound leads and search visibility but also enhanced its organizational readiness for digital marketing.
Wiktor Tarnawski,
CEO @ Winged IT
The company looks much better than last year. It has strong foundations to develop various marketing channels. We are equipped for further actions, well-positioned with key keywords, and analyzed competition. We are performing much better than a year ago, and ‘IT recruiting Poland’ ranks high in Google searches.
Looking ahead, Winged IT is well-positioned to continue leveraging digital marketing to drive business growth. The partnership with GrowMy.Tech has laid a solid foundation for future success, and the ongoing relationship promises continued innovation and improvement.
Ready to transform your digital marketing strategy? Book a demo with GrowMy.Tech today and discover how we can help your business thrive in the digital age.
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