Xtra Mile

Unites marketing across stakeholders and organizational functions to build a stronger brand presence, lasting experiences, and support for business objectives.

Turn market insight and business objectives into focused marketing plans that help your product stand out and deliver measurable results.

Build brand presence, reach relevant B2B audiences, and generate and nurture qualified leads through tailored, measurable digital campaigns.

Focus marketing on valuable accounts with personalized campaigns that improve engagement, conversions, and return on investment.

Build brand visibility, generate qualified leads, and foster customer connections through strategic, integrated field marketing.

Builds executive credibility and trust through distinctive online personas, strategic content, professional networks, and ongoing engagement optimization.

Turn complex B2B offerings into clear, distinctive stories and visual work tailored to diverse audiences.

Build a more cohesive social presence that reaches relevant audiences, supports engagement, and strengthens brand communication across platforms.

Differentiate your organization as an employer, attract relevant candidates, and strengthen employee connection through strategic, measurable employer-branding programs.

Build lasting customer relationships and loyalty while supporting lower acquisition costs and higher customer lifetime value.

Coordinate personalized B2B marketing at scale, nurture and qualify leads, and measure campaign results across channels.

Simplify partner marketing, reach relevant audiences worldwide, and strengthen collaboration through targeted campaigns aligned with partner requirements and business goals.

Lifecycle marketing

Xtra Mile’s lifecycle marketing service connects digital and physical strategies across customers, prospects, employees, suppliers, partners, and society. Its holistic model brings together external marketing, employment marketing, and purpose-driven CSR marketing, encouraging organizational functions to work together rather than in silos. The approach aims to build a strong brand image and lasting experiences while reinforcing values such as ethics and sustainability.

• Unite Every Stakeholder
  Connects marketing efforts across the people and groups involved with a business, supporting a coordinated brand image and lasting experiences.
• Connect Audiences Across Channels
  Brings digital and physical strategies together to reach audiences in different settings and create experiences that extend beyond a single interaction.
• Bring Teams Together
  Replaces siloed working with a holistic approach in which organizational functions contribute to a shared company brand and stakeholder experience.
• Align Marketing And Sales
  Integrates marketing and sales within the lifecycle-marketing model, supporting business objectives such as lead generation and sales.
• Connect Employees And Candidates
  Includes human resources, employer branding, and candidate experience in the broader effort to create meaning around the company brand.
• Integrate Purpose Into Marketing
  Brings corporate social responsibility into the marketing approach, including the company’s involvement in social causes and contributions to the community.
• Reinforce Distinctive Brand Values
  Incorporates the company’s values into its brand approach, with the goal of creating a distinctive image that speaks to stakeholders.

Go-to-market strategy

Xtra Mile develops and executes tailored marketing strategies that translate a company’s vision, market knowledge, target audience, and value proposition into a focused plan. The process includes market, audience, trend, and competitor analysis; buyer persona and key-message development; marketing strategy and objective definition; channel selection and content creation; campaign launch; and ongoing support for sales strategies and teams. Performance is measured against agreed objectives to assess progress and results.

• Understand Your Market And Audience
  Use research into market conditions, audience needs, trends, and competitors to ground the marketing plan in relevant information.
• Define Your Audience And Message
  Clarify the people the strategy is intended to reach and shape the key messages and objectives that guide marketing activity.
• Launch Campaigns And Support Sales
  Translate the strategy into launched campaigns and provide continuing marketing support for sales strategies and teams.
• Choose Channels And Create Content
  Plan where marketing activity will take place and prepare content and supporting materials for those channels.
• Measure Progress Toward Your Objectives
  Track marketing activity against defined objectives to assess progress and determine whether the plan is delivering results.

Digital marketing

Xtra Mile develops and executes digital marketing strategies for B2B companies, particularly in IT, software, high tech, and life sciences. The service combines audience research, buyer-journey and channel planning, content, campaign execution, marketing automation, and performance measurement. Campaigns use digital channels and tools for awareness, lead generation, nurturing, and conversion, with tactics ranging from account-based marketing and social campaigns to search, remarketing, SEO, and programmatic advertising. Strategies and reporting are tailored to business goals, target personas, and markets.

• Execute Campaigns Aligned With Business Goals
  Brings strategy and campaign tactics together in a coherent plan tailored to the customer’s marketing strategy and defined objectives.
• Measure Results And Optimize Campaign Performance
  Provides performance visibility through tailored reporting and uses measured results to identify what is working and make campaign changes where needed.
• Target Each Stakeholder With Relevant Journeys
  Plans marketing around the needs and decision-making roles of different stakeholders, helping guide each audience through a journey suited to their business challenges.
• Deliver Relevant Content At Each Stage
  Aligns content with audience roles, channels, and journey stages so that communications serve a specific purpose as prospects move through the funnel.
• Nurture Prospects Across The Customer Lifecycle
  Applies marketing automation to lead generation, customer engagement, and prospect nurturing as part of the digital marketing lifecycle.
• Generate Qualified Leads From Defined Audiences
  Focuses lead-generation activity on prospects whose profiles match the specific audience criteria established for the campaign.
• Connect With Prospects Through Personalized Campaigns
  Uses audience-specific social and peer-to-peer campaigns to encourage engagement and help move prospects from digital interactions toward physical interactions.
• Reach Target Audiences Across Multiple Touchpoints
  Uses programmatic advertising to expose the brand and campaign call to action to selected audiences across relevant touchpoints.
• Attract Prospects Through Search And Paid Media
  Combines search and performance tactics to generate website traffic and build a flow of potential prospects for digital marketing initiatives.
• Adapt Campaigns For Local Markets
  Tailors campaign content and approach to the culture, audiences, and digital channels of different territories.

Account-based marketing

Xtra Mile’s account-based marketing service focuses marketing efforts on high-value B2B accounts and the people within them. The service includes account discovery and enrichment, account tiering and strategy, personalized content, digital and physical campaign development, channel selection, monitoring, analytics, and measurement against agreed revenue models and KPIs. Xtra Mile also offers a hybrid approach that combines lead generation and ABM to support targeted marketing at scale.

Category: Account-Based Marketing Services

• Identify And Prioritize Target Accounts
  Discover and profile potential accounts, classify them into tiers, and direct resources toward accounts that are more likely to convert.
• Align Teams Around Priority Accounts
  Bring marketing, sales, and customer support together to agree on the accounts to prioritize and how each tier will be targeted.
• Deliver Relevant Account-Specific Content
  Serve content tailored to each account’s needs and personas, rather than relying on generalized messaging.
• Reach Accounts Through Relevant Channels
  Select and develop the channels preferred by each account, then coordinate campaigns across those channels to support engagement.
• Track Engagement Across Accounts And Contacts
  See how individual accounts and contacts engage across digital channels and use engagement analysis to refine campaign tactics.
• Measure Campaigns Against Revenue Goals
  Assess performance over time using an agreed revenue model and monitored indicators, helping teams understand progress toward expected results.
• Combine Lead Generation With Focused ABM
  Use Xtra Mile’s hybrid approach to bring lead generation and targeted account-based marketing together, supporting campaigns at scale.

Field marketing

Xtra Mile plans and executes B2B field marketing as part of a 360-degree lifecycle marketing strategy. The service includes owned events, intimate gatherings, sponsorships, conferences, joint events, partnerships, and physical ABM campaigns. Events are supported by digital campaigns, social media, and peer-to-peer initiatives to engage potential customers before, during, and after each event. Xtra Mile also develops creative concepts aligned with clients’ offerings and provides access to events and expos across the US, EU, and beyond.

• Connect Events Across The Customer Journey
  By aligning events with digital, social, and peer-to-peer initiatives, the service supports customer engagement before, during, and after an event as part of a comprehensive marketing strategy.
• Plan And Execute B2B Events
  The service covers a range of in-person event formats, from intimate gatherings and owned events to conferences, sponsorships, and joint events.
• Increase Brand Visibility And Generate Leads
  Strategic event activities can help businesses raise brand awareness, attract attendees, and generate qualified leads. In the DealHub case study, event activity contributed to increased booth traffic and engagement and more than 1,000 marketing-qualified leads.
• Create Memorable Event Experiences
  Creative concepts tailored to the client’s offerings help make events distinctive and foster an emotional connection with attendees.
• Reach Ideal Customers With Focused Campaigns
  Campaign strategy and execution are aligned with client goals and target profiles. In a field-marketing case, Xtra Mile managed a webinar campaign from discovery and messaging through targeting and promotion.
• Foster Valuable Customer Connections
  Field marketing emphasizes personal connections and meaningful experiences that support relationships with potential customers and partners.
• Access Global Events And Expos
  Clients can establish a physical presence at events and expos across the US, EU, and other markets with support from experienced field-marketing professionals.
• Activate Partnerships And Sponsorships
  Partner marketing and sponsorship activities help clients build their physical presence and pursue marketing goals as part of an integrated strategy.
• Engage Target Accounts In Person
  Physical ABM campaigns extend account-based marketing into in-person field activities.

Thought leadership management

Xtra Mile’s thought leadership service helps B2B organizations develop distinctive executive online personas and support them with strategic content and professional network building. Its methodology includes brand and audience analysis, persona development, content planning, peer-to-peer campaign management, and monthly optimization of audience engagement, mentions strategy, market positioning, and SSI score. The service aims to build trust, create insightful content, and put it to work in the right place, time, and context.

• Establish A Distinctive Executive Voice
  Develops an online persona and authentic voice that reflects the executive’s character and differentiates them from other leaders and professionals.
• Build Trust With A Strategic Approach
  Shapes thought leadership efforts around the executive’s character and the organization’s market and audiences, supporting a foundation of trust.
• Create Relevant Thought Leadership Content
  Turns the strategy into planned messaging, creative materials, and content formats designed to deliver insightful content for the thought leadership journey.
• Put Content In The Right Context
  Helps ensure content is used consistently in a suitable place and at an appropriate time and context to support thought leadership efforts.
• Optimize Engagement And Market Positioning
  Uses monthly insights to refine audience engagement, mentions strategy, and market positioning, while also monitoring SSI score.
• Build And Engage A Professional Network
  Supports network development and online engagement through managed peer-to-peer campaigns.

Creative & Design

Xtra Mile’s creative and design service transforms brands, services, and products into compelling stories for B2B audiences. The team simplifies sophisticated technical concepts into clear, accessible language and tailors stories to diverse local and global audiences. Its studio turns creative ideas into visual work using shapes, colors, fonts, characters, sounds, and motion. The team works within existing brand guidelines or creates them when needed, and contributes to content meetings and campaign strategies.

• Tell Distinctive B2B Stories
  Shape stories around a brand’s offerings and tailor them to the audiences they need to reach.
• Clarify Complex B2B Offerings
  Make sophisticated products and technical concepts easier for target audiences to understand through clear, accessible language.
• Bring Creative Ideas To Life
  Translate creative ideas into visual work through a range of design elements, including shapes, colors, fonts, characters, sounds, and motion.
• Apply Or Create Brand Guidelines
  Develop creative work in alignment with existing brand guidelines, or create guidelines when a client does not have them.
• Shape Campaign Creative Direction
  Bring creative expertise into content meetings and campaign strategies, and contribute ideas, emotions, humor, or new directions for telling stories.

Social media

Xtra Mile provides social media strategy and execution for B2B organizations, supporting communication with prospects, customers, potential candidates, and employees. The service includes audience and competitor research, platform selection, brand voice development, and long-term content planning tailored to each platform. Social campaigns may combine paid and organic content, with ongoing publishing and audience interaction. Monthly insights on social activity, engagement, market positioning, and industry trends inform content optimization.

• Adapt Content For Each Platform
  Turn key brand messages into curated content for different platforms as part of a cohesive long-term plan.
• Measure Results And Refine Content
  Review social performance and audience engagement alongside market positioning and industry trends, then use the findings to improve social content.
• Identify Relevant Audiences And Platforms
  Use audience analysis and competitor insights to understand where relevant groups are active and inform social media choices for each audience.
• Run Targeted Social Campaigns
  Use paid and organic social activity to support defined campaign goals, including awareness, follower growth, and content views.
• Define A Consistent Brand Voice
  Give social media communication a clear tone-of-voice guideline based on the brand persona.
• Encourage Ongoing Audience Interaction
  Maintain an active and responsive social presence through regular content and audience interaction, with employee and ambassador content contributing to sharing and engagement.

Employer branding

Xtra Mile develops and delivers employer-branding and internal communications programs to help organizations differentiate themselves, attract talent, and connect employees and candidates with company values. The work can include research into the workplace, competitors, and employee perceptions; defining the employer value proposition, messages, and candidate personas; creating campaign concepts and content; planning and launching physical, digital, and social campaigns; and measuring performance against predefined KPIs. Programs can also support employee communications, recruitment activities, onboarding, employee advocacy, and management of Glassdoor pages and reviews.

• Clarify Your Employer Value Proposition
  Give the organization a clear employer story and differentiated messages that connect its values and strengths with the motivations of potential employees.
• Identify Your Distinctive Employer Strengths
  Build an employer-branding approach on research into the organization, its competitive environment, and perspectives from people involved in its employee and recruitment experience.
• Reach Candidates Across Relevant Channels
  Bring the employer brand to candidate audiences through coordinated campaigns and recruitment activities across physical, digital, and social channels.
• Connect Employees With Your Employer Brand
  Carry employer-brand messages into internal communications and relevant employee experiences, helping employees encounter a more consistent account of the organization’s values and purpose.
• Measure Results And Improve Campaigns
  Use defined KPIs to assess campaign exposure, engagement, recruitment outcomes, and retention-related results, then apply the findings to optimize future employer-branding activities.
• Target Relevant Candidate Groups
  Plan how to engage different potential employee groups by defining personas and matching channels and marketing activities to their candidate journeys.
• Create Consistent Employer-brand Content
  Translate employer-brand messages into campaign concepts, content, and visual guidance designed for the relevant candidate groups and communication channels.
• Amplify Your Employer Story Through Employees
  Support employees in sharing personal stories and company content, helping communicate the employer brand through employee voices and social channels.
• Manage Your Glassdoor Employer Presence
  Develop and manage a Glassdoor approach that presents employer-brand assets, supports employee advocacy, and monitors reviews and page performance.

Customer Lifetime Value and Retention

Xtra Mile helps businesses build long-term customer relationships and strengthen engagement with their brands, products, services, and people. Its approach combines a 360-degree view of each customer with retention tactics, personalized relationship building, cross-sell and upsell campaigns, loyalty programs, and ongoing communications. These activities are designed to support stronger customer loyalty, lower customer acquisition costs, and higher customer lifetime value.

• Strengthen Customer Retention
  Apply retention tactics designed to support ongoing customer engagement, lower customer acquisition costs, and increase customer lifetime value.
• Personalize Customer Relationships
  Build stronger customer relationships by understanding each customer and matching incentives to relevant opportunities.
• Promote Relevant Offerings
  Use cross-sell and upsell campaigns to present customers with additional or higher-value offerings.
• Build Customer Loyalty
  Use loyalty programs to encourage customers to maintain an ongoing relationship with the business and its brand.
• Maintain Ongoing Engagement
  Continue engaging customers through traditional and digital campaigns as part of a long-term relationship strategy.
• Engage Customers Proactively
  Use planned response sequences and proactive processes to keep customer communication active.
• Measure Customer Satisfaction
  Gather customer input through satisfaction activities and surveys to understand how customers experience the relationship.
• Connect Customers Through Groups
  Bring customers together through user-group meetings as a way to maintain engagement with the business.

Marketing automation

Xtra Mile develops and implements marketing automation strategies for B2B businesses. The service includes buyer persona definition, email marketing plans and automation, lead capture, nurturing and qualification, reporting and dashboards, and integration of CRM and marketing databases. Xtra Mile also supports marketing automation platform selection, setup and optimization, helping organizations coordinate marketing activities, measure results across channels and deliver personalized customer interactions at scale. Related HubSpot services include onboarding, implementation, assessment and optimization; HubSpot configuration and portal audits; reporting and dashboards; account-based marketing setup; Salesforce, webinar, and advertising integrations; segmentation; lead and contact scoring; and database cleaning and organization. Programs are managed by implementation specialists and digital marketing managers, and may include customer journey campaign design and alignment with existing marketing efforts.

• Align Automation With Business Goals
  Xtra Mile helps define and implement an automation strategy around business and marketing goals, coordinating marketing activities and supporting customer engagement and prospect nurturing.
• Capture And Nurture Prospects
  The service plans lead-generation, capture and nurture tactics and creates landing pages and other assets to support ongoing communication with prospects.
• Target Accounts And Optimize Campaigns
  Set up lists and targeting plans, connect relevant data, and use HubSpot’s ABM features to run campaigns across channels and optimize results.
• Tailor Campaigns To Buyer Personas
  By defining buyer personas and matching campaigns to customers’ marketing journey phases, the service helps organizations deliver relevant marketing communications to their intended audiences.
• Automate Targeted Email Communications
  Xtra Mile develops email plans and supporting assets, and helps automate email activity as part of the organization’s marketing automation efforts.
• Qualify Leads For Sales Follow-Up
  Lead qualification tactics help structure the flow of leads through the marketing and sales process and support their progression toward sales follow-up.
• Unify Marketing And CRM Data
  Xtra Mile integrates CRM and marketing databases into a consolidated system, bringing information together to support coordination between marketing and sales.
• Measure Results Across Channels
  Reporting systems, reports, and progress dashboards help businesses review marketing results and gain visibility into performance across channels and lead cycles.
• Configure A Suitable Automation Platform
  Xtra Mile advises on platform fit based on business requirements and provides setup and implementation support, including HubSpot onboarding, technical configuration, and assessment of existing implementations.
• Optimize Existing Marketing Automation
  Xtra Mile assesses existing implementations, identifies opportunities to improve their use, and can build new automation intended to save time and develop lead-generation activities.
• Align Data And Workflows Across Platforms
  Clarify integration rules, map fields and workflows, and plan the integration around the customer journey.
• Score Leads For Accurate CRM Routing
  Create a business-specific scoring plan based on lead and contact actions and characteristics to facilitate an accurate flow of leads to the CRM.
• Remove Irrelevant Contacts And Organize Data
  Clean and organize the database to reduce irrelevant contacts that can affect analytics and marketing operations or result in unnecessary contact costs.
• Align HubSpot With Marketing Efforts
  The service works with a company’s existing HubSpot marketing automation efforts and brings business and marketing practices to the initiative.
• Design Campaigns For Each Journey Stage
  Campaigns are designed for customer needs and relevant marketing journey phases, with digital channels and metrics informing the approach.
• Organize Contacts For Business Needs
  Configure property fields to support business-specific segmentation and prepare for future automation.
• Connect Webinar Registration And Follow-Up
  Build webinar processes through HubSpot that connect registration, confirmation, email, list, and reporting steps.
• Connect Advertising Data To HubSpot
  Bring data from social advertising channels into HubSpot and receive guidance on setting up ads through the platform when needed.
• Identify Opportunities To Improve Your Portal
  Receive a quick review of the HubSpot portal and discuss the findings in a marketing consultation.

Partner and ISV Marketing

Xtra Mile provides partner marketing strategy and execution for ISVs, integrators, and OEM partners. Its services include co-marketing, co-sell, and MDF campaigns, with targeted plans shaped around client goals and partner requirements. As a certified marketing agency for Microsoft, Google, and IBM, Xtra Mile brings experience with technology partner practices and campaign compliance. It uses partner data and marketing expertise to reach relevant audiences with the right message through integrated digital, social media, content, and physical marketing strategies. The service supports global go-to-market initiatives and alignment across sales, marketing, and business KPIs.

• Activate Partner Campaigns
  Plan co-marketing, co-sell, and MDF campaigns to make the most of technology partnership opportunities.
• Apply Certified Expertise
  Work with an agency certified by Microsoft, Google, and IBM for partner marketing and campaign execution.
• Meet Partner Requirements
  Navigate partner practices, regulations, and requirements as campaigns are planned and executed.
• Reach Relevant Audiences
  Use partner data and marketing expertise to shape audience strategies and deliver messages to the right people.
• Extend Campaign Reach
  Coordinate digital, social media, content, and physical marketing strategies to reach target audiences worldwide.
• Align Campaign Goals
  Connect partner marketing initiatives with sales, marketing, and business KPIs, while tailoring strategies to client goals and partner demands.