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January 5, 2015 Issue

The Most Powerful Name In Corporate News and Information


Full Service Digital Marketing



Alexander Kesler





Interview conducted by:

Lynn Fosse, Senior Editor, CEOCFO Magazine, Published – January 5, 2015


CEOCFO: Mr. Kesler, what is the concept of inSegment?

Mr. Kesler: inSegment is a full service digital marketing agency. We do everything from developing websites, landing pages and microsites to Google campaigns, paid search, organic optimization, as well as social media, email marketing, programmatic media buying and mobile campaigns. One of our key specialties is B2B lead generation. We cover the full stack of digital marketing services.


CEOCFO: What do you understand fundamentally about these areas that others do not?

Mr. Kesler: Our specialty is helping businesses that are targeting other businesses in order to sell their products or services. Throughout the past eight years, we have accumulated some very unique skills and know-how on driving leads for our business-to-business clients in high volumes, while, preserving very high quality of those leads. Our focus is lead generation for our clients.


CEOCFO: What might you look at in the mix when you are assessing how to do a program for a client that others do not realize might be important?

Mr. Kesler: We have a very unique offering of a content marketing program that drives interested prospects and leads for our clients. We are able to create and disseminate content such as white papers, case studies, infographics, and webinars to a wide array of perspective clients through our partnerships with dozens of very targeted, B2B media resources.


CEOCFO: What has changed from your initial approach?

Mr. Kesler: In the variety of services that we provide, what we find is that the world of digital marketing is moving so fast that the change is actually one thing that is constant. We are continuing to evolve as Google algorithm evolves as it concerns with the SEO (Search Engine Optimization) service that we provide. We continue to adapt to new parameters of the paid search practice, Google Adwords, Bing and Yahoo campaign. A few years ago we entered the world of programmatic media buying and that is where online advertising dollars are shifting because of the very precise audience targeting capability. Finally, the world is going mobile, so mobile is more important than ever and our experience and capabilities within a mobile sphere are very important for our clients.


CEOCFO: Do most of the companies you work with come for a specific service such as website development or video production, or do people come with more general needs?

Mr. Kesler: Our clients typically come to us for a number of services. Our typical engagement starts with development on the website or if the website is already there or has been recently updated, development of the microsite or landing pages. 90% of our business comes in from driving demand and leads for our clients through a variety of methods that vary from client to client. What we focus on is creating custom programs that drive our clients qualified leads. One of the most popular programs we do involves syndicating and distributing content of our clients throughout the network of partnerships that we have developed throughout the years, our clients get the leads in return.


CEOCFO: Are there particular industries of focus for you?

Mr. Kesler: Software, high tech, biotech, education and financial services are the industries we service.


CEOCFO: How do you spend your time as CEO?

Mr. Kesler: My role is mostly to make sure that our clients are getting significant value from our services and I make this happen through very careful management of our partner relationships with our media partners as well as continuous R&D for the technology and systems that we use internally. Finally, I continue to optimize and improve our process of a lead generation for our clients and introduce new methods and techniques as they become available.


CEOCFO: How do you know what new technology to keep on the radar or what is likely to go by the wayside?

Mr. Kesler: Being a thought leader in the space, we pride ourselves on having a winning team of professionals with years of experience in the market. We are able to quickly sort out new offerings and ideas into what is worth testing and what is not worth testing for us. Being in the digital marketing space for over 15 years, I can quickly create a test for a new technology that will enable us to judge its efficacy.


CEOCFO: What are the intangibles you look for in your people?

Mr. Kesler: We look for loyalty, dedication to the client service, and overall client focus. We look for some deep understanding of the digital marketing space as well as the history in the space and the evolution in the recent years.


CEOCFO: inSegment has been recognized by Inc. 5000, so clearly business is going well. How do you continue on the same trajectory?

Mr. Kesler: We do it by doing the right thing for our clients and that is our clear and only focus- creating systems, technologies, processes and teams who provide excellent client service and make our clients successful. We keep our clients for years and we have clients that have been with us since the inception of our company. We have other clients who have been with us for seven, six, five, four years. We keep clients long term by focusing on one thing and one thing only - making our clients programs and campaigns successful and aligning our success with our clients’ success.


CEOCFO: What might be different a year from now at inSegment?

Mr. Kesler: A year from now as the programmatic space continues to evolve and expand, we plan on developing our client programs within the programmatic media buying and audience targeting space further. We are also are going to be rolling out a unique platform in the coming year that will help our clients increase the quality of the leads that are coming into their organizations. We have some exciting times coming up with a new technology that we have been developing and are planning to release soon, as well as some changes in the market that we are adopting to and taking advantage of on behalf of our clients.


“Throughout the past eight years, we have accumulated some very unique skills and know-how on driving leads for our business-to-business clients in high volumes, while, preserving very high quality of those leads.” - Alexander Kesler




Alexander Kesler








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