Our Work 
Enterprise Mobile

Our Work 

Client
Client
Strategy
Strategy
Solution
Solution
Results
Results

Enterprise Mobile

Enterprise Mobile, a division of Honeywell, provides a complete set of services designed to help businesses get the most out of modern mobile device technology. Founded in 2006, the company was a trailblazer in business mobility services before established technology vendors moved into the rapidly expanding market, and realized a need to embrace the paradigm shift had occurred in the way that businesses evaluated complex technology purchases.

Instead of focusing on a few discrete projects, Jide Akanbi, who led the transition team, advocated revamping the company’s entire go-to-market strategy, and began interviewing representatives from four different marketing agencies. “In each of these pitches, I heard a lot about creative and very little about process,” says Akanbi. “They didn’t once link marketing to lead generation or converting prospects to paying customers.” 

As the 2012 end-of-year holidays were fast-approaching, Akanbi met with Yesler to discuss the challenges faced by Enterprise Mobile, and knew he found a partner that spoke his langauge. "Yesler helped me understand their methodology and explained how they could help us jumpstart our lead generation program and track leads through the sales cycle.”

“None of the agencies I originally met with seemed to grasp the revenue side of the equation... I instantly knew that Yesler spoke my language.”

– Jide Akanbi, Director of Global Enterprise Mobility Managed Services, Enterprise Mobile

Taking Care of Business

We kicked off our partnership in January 2013 by scoping major goals and activities for the next 6 months, beginning with a one-to-one interview with a well-regarded industry analyst to better understand the mobility trends that would likely shape the next several years. This research allowed us to create the foundational documents that would drive the company's new strategy, including a REAL Content Assessment, a keyword analysis report, a new messaging framework, and a buyer persona matrix to better identify the key decision makers in their target market.

In parallel with strategy development, we worked with Enterprise Mobile's marketing and sales leaders to promote fluency with their marketing automation platform. The company had already licensed Marketo, but didn't use the solution to manage communications with prospects and customers, or to track return on investment (ROI).

With these key activities in place—strategy development, go-to-market planning, and training in advanced tools for nurturing leads and measuring conversion rates—Enterprise Mobile was eager to start promoting its reinvigorated brand, but not without content. 

Mobile Friendly, Business Ready

Beginning in April 2013, the Yesler team kicked off development of the centerpiece of the Enterprise Mobile content program—a completely redesigned corporate website. “In the span of about eight weeks, Yesler rebuilt our website from the ground up,” says Akanbi. “They oversaw every aspect of the project, from the architecture and coding to content development, which gave us a chance to see all of their skills coming together in a real tangible way. We were definitely impressed.”  The redesigned website, which features mobile-friendly responsive design, also provided Enterprise Mobile with a more modern, user-friendly platform for promoting its content and interacting with prospective customers. This, in turn, has led to a 38 percent increase in website visits year over year.

From tweets and blogs to ebooks and webinars - we also created a brand new library of resources aligned to each stage in the buying cycle, and constructed a plan for paid, earned, and owned promotion that enabled subject matter experts from Enterprise Mobile to engage industry influencers and potential customers.

Results

Just 6 months after implementing their integrated go-to-market plan, new website, and resource library, Enterprise Mobile has reasserted its position as a forward-thinking leader in an increasingly crowded industry. In 2013 alone, the company increased their marketing reach by nearly 70 percent, and saw a five-fold increase in Marketing Qualified Leads (MQLs). 

In 2014, Enterprise Mobile saw an 18% increase in qualified leads, with 188% more leads moving to Sales Accepted and Sales Qualified Lead status. Website traffic increased by 35%. The value of the sales pipeline also grew, with more qualified opportunities deeper in the funnel.

Using win-loss data, we've also helped Enterprise Mobile identify key initiatives for 2015. With a tighter marketing integration across the organization, the company will integrate demand generation with customer retention activities to reduce churn, develop more visual content to further amplify their conversion rates, and continue to set the standard for modern, results-driven marketing in a crowded marketplace.

“With Yesler, I’ve gained access to all the business-to-business marketing competencies I need—from strategy and content production to managing leads and tracking ROI. From where we were six months ago, I couldn’t have envisioned how far we’ve come.”

– Jide Akanbi, Director of Global Enterprise Mobility Managed Services, Enterprise Mobile