May 10, 2011

Q & A with Xigo’s VP of Marketing, Tim Eckles

“We wanted to be clear about being innovative, about identifying ourselves as a Saas in an old space (telecom expense management), and play up ideas about ease, immediacy, and the freemium experience. Corey helped us identify how to navigate the whole Xigo experience-from offline to online. You gave us our story.” Tim Eckles, Vice President of Marketing, Xigo

Xigo, previously know as Invoice Insight, selected the team of experts at Corey to create a comprehensive rebranding strategy and tactical program to bring the Xigo brand to life. Corey’s team was tasked with helping Xigo broaden its customer base and differentiate itself in the TEM marketplace.

Corey sought to communicate Xigo’s customer-centric culture. Using straightforward language and simple graphics the new Xigo Identity, Web site, graphics, and demo video demonstrate the ease of using Xigo. In its first week Xigo Now garnered 146 registered user with 61% of those users uploading an invoice, and 9,819 unique device uploads with an average 122 device count per client.

We sat down with Tim Eckles, Xigo’s VP Marketing, to get his read on working with Corey and share how he saves money on his mobile bill.


1. How has Corey changed in the three years since we last worked together?

Corey is doing much more thinking and doing with video, mobile and online narratives than the last time I worked with them. It’s no surprise you’re keeping up with the evolutions in brand communications. The Xigo video has been a real hit.

2. You gave us the terrific opportunity to launch Xigo-everything from strategy to naming and from Web to video. What insight did Corey provide to make it all happen?

T.E.: The thinking and, in particular, the outside the box thinking you guys do and the fact that you can take all the group think, from our team and from yours and distill into something meaningful is fantastic. We wanted to be clear about being innovative, about identifying ourselves as a Saas in an old space (telecom expense management), and play up ideas about ease, immediacy, and the freemium experience. Corey helped us identify how to navigate the whole Xigo experience-from offline to online. You gave us our story.

3. What was your favorite part about the project?

T.E.: For me, it’s always seeing the brand come to life in all its forms-strategically and visually.

4. Technology evolves so rapidly and audiences are fickle and fussy. Why will Xigo work?

T.E.: Xigo already had a 10 year track record operating as Invoice Insight on a state of the art SaaS platform that the company’s founders had the foresight to build and refine over the years even before SaaS and cloud were vogue business models. Because of their architecture foresight, the real innovation was that the founders came to understand was that the company had the unique capability to deliver a FREE service that has 100% of the features that most companies need to prudently manage their mobile expenses.

5. You’ve been a technology marketing veteran for over 20 years. What has been the biggest change and what has been the constant?

T.E.: The biggest changes have been the new technologies/platforms available to sales and marketing professionals around demand creation and demand management, specifically marketing automation and sales force automation along with the people and process that wraps around them.

The one constant is that marketing always comes down to some sort of list. Every company is always trying to get people to raise their hand and respond positively to a message in an effort to nurture and re-market too. The other constant is that, results matter.

6. On a personal note, how has Xigo helped you save money on your mobile bill?

T.E.: Xigo Now (the free service) has no problem giving me savings advice with a one and done (my needs don’t change) value proposition.


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