Client Management

Question 1

Tell me about yourself.

Question 2

Tell me about a typical day at your last agency.

Question 3

Give me an example of a cross-channel initiative you ran and what insights you found.

Answer 3

Situation:
- Client struggling with their corporate strategy
- tough time
- recent bankruptcy
- large layoff
- response: focus entirely on their brownfield customers /
existing base
- competitors smelled blood / circling wagons

Task:
- Needed to help plug into their overarching strategy

Action
- Competitive SWOT analysis for two reasons:
- 1) Time to dive deep into what their competitors were doing
- take a snapshot of their competitors
- what does their footprint look like? organic traffic? keyword universe
- take a look at their paid ads
- bidding strategy
- 2) Identify gaps in their strategy to exploit
- Had the team run a series of competitive analyses
- A) Competitive Voice & Tone Analysis
- how were competitors discussing their CX products
- gave insights into their customer segment focus
- B) CX competitive analysis
- Industry changing trajectory to focus on CX as a concept
- C) Competitive SERP analysis
- went after key terms we’d unearthed from keyword research we conducted
- selected on the basis of 3 criteria
- high SV
- low ranking diffculty
- low CPC
- D) PPC Competitor Analysis

- Evaluate review platforms as an outside-in approach that focuses on putting the customer at the center of your strategy 
       - Answer questions like: 
               - How were customers interacting with their product?
               - What were the frustrations their customers were  experiencing?    
      - Fed the insights back to their product team to incorporate the information into their product roadmap
              - Running lean in budget at the time so important to  Incorporated cost-effective insights into their product roadmap (they'd  cut some of their development and product teams)

Result
- Vetted their corportate strategy of focusing entirely on brownfield customers
- Recommended that they continue to enrich their content with non-branded terms
- terms were still providing them real estate in the SERP
- curbing competitor abilities to steal mindshare
- Helped inform their product roadmap
- could focus on products that were performing well with their target customers
- provided strategy for feeding back the information from sales, product and rev ops to site to experiment with a see what resonates with new buyer segments
- Provided insights that they could incorporate into their sales conversation tracks
- Recommended asset types that accompanied their customer journey

Question 4

Reflect back on the impact that you’ve had throughout your career. [How did you move the needle, in terms of revenue, profitability, conversions, accuracy, efficiency, and your client’s goals?]

Question 5

How would you describe yourself?

Question 6

Tell me about your experience managing accounts and clients.

Question 7

Give me the specifics of some of the insights you discovered

Answer 7

and finally, PPC Competitor Analysis. For the SERP analysis, we went after 3 key terms that came out of keyword research that we’d executed. The terms were chosen on the basis of 3 criteria - high search volume, low ranking difficulty, and a low enough cost per click so that it remained within their budget. A few surprising things came out of this. Avaya had a strong backlink portfolio that we could use - with some on-page recommendations that we were providing through the Customer Experience competitive analysis, they would have a good chance of showing up within aggregators on the SERP next to some heavy hitters like Microsoft and Qualtrics. These companies were masquerading product pages as informational pages. If they were to add more technical information into video content with similar durations to what we found on their competitors’ sites and create content hubs that addressed users at different stages of the funnel, they had a good chance of not only appealing to their brownfield customers but they would likely get an organic boost. Next, voice and tone - how should they speak to that content? We discovered is that their most critical pages blended high-level greenfield copy with brownfield copy that was likely abandoning both audiences. They needed to sharpen their narrative and provide more consistent messaging that would send stronger signals to Google that would likely buy us more SERP real estate and diminish competitor mindshare. And, finally, our PPC findings - because they were focused on their brownfield customers, they were beginning to devote a lot of their copy to branded terms. This was something we had already highlighted for them - because we had developed a closed-loop dashboard for them, we knew that certain non-branded terms were giving them first-touch leads and opportunities as well as pipeline lift. They needed to run non-branded campaigns and still incorporate some of those terms in their content hubs. They also needed to lean into demo work. We felt this was something they could take advantage of and we suggested testing out Synthesia - an AI video production tool.