Frequently Asked Questions



What is sales automation?
Sales automation refers to the use of technology to improve or streamline sales processes. This can include things like using software to track leads and opportunities, sending automated follow-up emails, setting up rules-based workflows to help manage the sales process, or managing customer relationships. Sales automation can be a huge time-saver for sales teams, and can help them become more
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What is marketing automation?
Marketing automation is the application of technology that allows companies to automate certain marketing tasks, reducing operational overhead and improving marketing outcomes. Common activities that can be automated include customer segmentation, email marketing, social media campaigns, targeted advertising, campaign optimization, and repeated actions or communications.  In order to achieve success with marketing automation, it’s critical to understand your target audiences,
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If I hire you to do my marketing, who at Xponent21 will I be working with?
When you partner with Xponent21, a dedicated account strategist will be assigned to oversee your marketing efforts and will serve as your primary point of contact. Our broader team will support your account strategist, playing a critical role in executing coordinated marketing activities across their areas of expertise.  Don’t be shy! Get to know our team of expert digital strategists,
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What type of clients do you work with?
We have worked with clients from all over the country and even internationally, representing a variety of different industries, from technology and professional services to education and healthcare. Our partners range in size from small businesses to enterprise-level companies. We have designed and executed successful B2C, B2B, B2G, and non-profit marketing campaigns, all driven by an underlying understanding of human
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How much involvement is required from the business?
We aim to make growing your business online easy and exciting, and that looks different for different clients. However, in every case, we will need to work together as partners in order to be successful in marketing your business.  To support our mutual efforts, we ask that you identify an internal point of contact on your team who will be
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What is a full-service digital marketing agency?
A full-service digital marketing agency provides comprehensive digital marketing services, including search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, email marketing, and website design and development. A full-service digital marketing agency also provides business consulting services to help businesses grow their online presence and increase sales. Services typically include website analysis, competitor analysis, online branding and reputation management,
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When is it time to update my company logo?
Your logo is the face of your brand, so it’s important to keep it updated as your company grows and changes to stay relevant and authentic to the brand. Your logo should always be reflective of your brand’s values and mission.  A good rule of thumb is to update your logo every five years or whenever there are major changes
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What is inbound marketing vs content marketing?
Inbound marketing is a strategic approach to attracting, engaging, and converting prospects into customers through content creation and distribution. Content marketing is a subset of inbound marketing that focuses specifically on creating and distributing valuable, relevant, and consistent content to attract, retain, and compel a target audience to take action. Inbound marketing focuses on getting found by potential customers through
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Who writes the content for my new website?
When you partner with us to build your new website, you’ll have the option to have the Xponent21 team write content or to produce the content yourself.  Content strategy is one of the most important foundational steps in creating a performance designed website. We’ve developed a tool called Pathway BuilderTM to guide the critical phase of content strategy development. Pathway
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How do you measure marketing ROI?
The first step in measuring marketing ROI is to track how much you’re spending on marketing and how that investment is translating into revenue. To do this, you need to capture data metrics from all marketing channels (paid search, organic search, social media, email marketing, etc.) so you can see which channels are driving the most traffic and conversions. Once
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