Clearbit approached Outshine with the goal of scaling up their ad programs and building out their underlying strategy with new channels, campaigns, and offer types.
Colin White, Head of Demand Generation at Clearbit, says, “We needed someone to come in and operate our advertising. We wanted to invest money and turn on our ad programs. We wanted advertising to be a major source of pipeline.”
A great ad program was key to unlocking more leads and closing more sales, developing long-term awareness, and carving out a competitive advantage. But first, Clearbit needed a clear picture of how marketing activities were driving revenue for the business.
Colin explains, “A great ad program means great ROI on your advertising investment. To get that ROI, you need to fully understand each channel and be very good at optimizing each of them.”
Hiring in-house specialists to manage each channel is expensive. So Clearbit partnered with Outshine — an agency that already knows how to navigate the complex modern advertising and marketing technology landscape — to help create and manage revenue-driven ad campaigns.
“If you try and hire in-house, you basically have to spin up a mini-advertising agency. And to be the best at anything in advertising, you need to be a specialist by channel. So you might need to hire three or four people depending on how many channels you’re running on. That’s a large cost to any business. By hiring Outshine, you save money and you get the specialist attention you need,” Colin says.
