Listen to this articleSiO Digital is a HubSpot partner Inbound Marketing agency with offices in San Diego and Los Angeles. The company is the logical offspring of years of experience in digital marketing and the realization that businesses are not getting the marketing ROI they should, not due to lack of effort, but misplaced efforts. To fix that pain, they’re using Artificial Intelligence (AI) tools to help their clients – B2B companies in the IT/SaaS industries – to achieve growth-driven performance. Below is our interview with Emma Astroth, Inbound Director at SiO Digital:
Q: What is unique about SiO Digital and how does it stand out from competition?
A: There are many great HubSpot agencies out there, so being one in itself is not unique. However, we decided to take the inbound tactics one (or two) steps further. Our strategies are a blend of customer-centric techniques, math marketing and marketing intelligence. Every action or step we take for our clients is quantified and optimized through predictive analytics and big data. With the insights we derive, we implement behavioral marketing, using AI tools to completely remove instinct out of the equation.
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Q: What is iNBOUND iNTELLIGENCE?
A: iNBOUND iNTELLIGENCE is the marriage of inbound marketing and artificial intelligence that allows us to draw insights from data: we connect the dots between behavioral patterns and purchase decisions, for instance. From there, we can 1) better understand the buyer’s decision process, 2) use that knowledge to present them with the right solution at the right time.
That’s what SiO stands for: Smart inbound Optimization.
Q: More generally, how do you see the digital marketing landscape developing, and where do you place yourself in the industry?
A: Digital Marketing as most know it (increasing visibility, SEO, social media, blogging) is nowhere near enough to make a business successful. Not anymore. Businesses are starting to realize that it costs a lot and doesn’t produce outstanding results. Not to mention the difficulty to attribute success to any marketing action.
Digital Marketing must shift direction, because the needs have shifted. Less traffic to your website, but QUALIFIED traffic, so you don’t waste time going after a lead who doesn’t need your service or product. Better alignment between Marketing and Sales (the 2 necessary evils for success). Lower Customer Cost of Acquisition. Increased Customer Lifetime Value…
SiO Digital is not in the business of digital marketing for the sake of presenting pretty graphs and brag about new followers on a client’s twitter account. Our goal is to help generate revenue, exceed growth-goals, increase MROI. The only way to achieve it is via data-driven solutions, be it lead generation, web design, content, social engagement, brand awareness etc.
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Q: What are your plans for 2018?
A: 2018 is going to be a big year. We are building a very strong team. Each member brings a different skillset and complements the others. We are going full speed ahead leveraging what AI offers already and we keep an eye on how it evolves.
Most importantly, next year and beyond, we’re going to keep smothering our clients with love.
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