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Indiewalls

A data-driven demand generation machine helped commercial art startup Indiewalls achieve a high marketing ROI and attract the attention of global hospitality brands.

Industry
Hospitality, ArtTech, Real Estate Tech

Buyer Persona
Global hospitality brands

Location
New York

Services Provided
Marketing coaching
B2B marketing team

Industry
Hospitality, ArtTech, Real Estate Tech

Buyer Persona
Global hospitality brands

Location
New York

Services Provided
Marketing coaching
B2B marketing team

Blue Seedling is incredible at what they do. They are a team of no fluff data-driven marketers who know the right channels to focus on at the right times. They know B2B marketing better than anyone I know. We have worked with over a dozen marketers over the years, and Blue Seedling has stood head and shoulders above the rest. They move quickly and precisely and do not waste time on strategies with little ROI. Blue Seedling has that unique mix of intelligence and empathy. I cannot recommend the Blue Seedling team more highly.
Gavi Wolf
CEO and Founder, Indiewalls

Indiewalls is not your typical B2B startup; they are an art marketplace that pairs global hospitality brands with world-class artists to produce ambitious and innovative commercial artworks around the globe. Working with Blue Seedling — first in a coaching engagement, and then as a plug-and-play team — helped Indiewalls bolster their creative ambitions with data-driven marketing that drove measurable results.


Looking for new inspiration

In 2016, Indiewalls engaged Blue Seedling for marketing coaching services, bringing on CEO Netta Kivilis to provide executive guidance to Indiewalls’ one in-house marketer.

In the following years, as Indiewalls grew, the need for expanded marketing capabilities became apparent. Indiewalls had begun pitching more ambitious projects to large global brands, like Hilton and Marriott.

To continue playing in the hospitality big leagues, Indiewalls knew they needed to bring on a data-minded marketing team who would build a robust Sales pipeline and execute high-ROI campaigns. In 2019, Indiewalls expanded their engagement with Blue Seedling to include the full plug-and-play marketing team.


The art and science of demand generation

Blue Seedling hit the ground running—creating a new demand generation strategy that augmented Indiewalls creative marketing with more data-driven tactics. Marketing initiatives included email prospecting, conferences, a newsletter program, blog posts, and integrated campaigns.

Blue Seedling also partnered with Indiewalls’ team of curators to produce high-value campaigns that maintained Indiewalls’ creative, visionary brand identity while also staying focused on ROI and optimization based on KPIs. (This partnership proved, once again, that data and creativity are awesome teammates.)

Creating marketing masterpieces that deliver in the short-term and stand the test of time

As a result of the partnership with Blue Seedling, Indiewalls gained:

  • Increased volume of new Sales Opportunities from new channels such as ABM and email prospecting
  • An expanded universe of qualified Sales leads through systematic, cost-efficient database building and ABM
  • New playbooks and streamlined processes for email marketing, ABM, outbound prospecting, and conference sponsorships, resulting in more efficient use of resources and higher ROI
  • New marketing dashboards for tracking KPIs and measuring ROI

Blue Seedling helped Indiewalls achieve their growth goals by building a data-driven demand generation machine. Indiewalls gained more visibility into marketing performance and metrics, which allowed their team to focus creative energy (and marketing budget) on only the highest ROI initiatives.

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