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Sales and marketing alignment for a growing regional MSP focused on cloud-based technologies

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The Challenge

As a provider of managed services and cloud-based technology, Calyx’s mission is to always create a better way. Internally, this meant aligning sales and marketing by strategically focusing on an ever-growing list of prospects as the company expanded beyond Northeast Ohio.

The goal? Increase sales while proving marketing’s influence in the process.

Direct mail

The Solution

We created a series of monthly outreach campaigns that would target one specific industry at a time rather than trying to sell to everyone within the geographic region. Using personas and messaging documents we developed earlier, we combined digital and traditional marketing efforts when given the green light to “be creative.” No idea was off limits as long as the campaign would be unforgettable and resonate with people.

The end result was an email drip campaign and physical postcards where the messaging was bold and unique, touching on cybersecurity and IT services/support in eye-catching ways. From a skeleton asleep at the desk to a mini toy fire extinguisher, the copy was engaging and the designs sleek and modern. 

Event emails

The Outcome

In the first month alone, the three-email drip campaign in Zoho saw a 60% open rate and 25% click-through rate, a 35% improvement over previous email marketing efforts.

The result? A 60% increase in meetings booked, all of which were directly attributed to marketing.

Hear from our happy client…

Kiwi helped us focus our efforts on the prospects that were not only in the right market and vertical, but those that we can deliver value to. Combining personas that we developed with refined messaging and campaigns that were created with help from Kiwi, we routinely have more meetings with the right people.
Jordan, Marketing Manager

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