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Meet Alexander Kesler of inSegment

Today we’d like to introduce you to Alexander Kesler.

Alexander, can you briefly walk us through your story – how you started and how you got to where you are today.
At the age of 22, I created an anti-theft tracking technology for portable devices and subsequently started my first company, zTrace Technologies. I employed a myriad of digital marketing tactics to successfully launch zTrace and establish brand recognition. As a result, zTrace became the second largest company in its sector with sales in more than 50 countries worldwide.

After seeing how my efforts fueled growth, I realized that there was an opportunity to help other organizations achieve profound results through my unique and effective approach to digital marketing. I started inSegment shortly after, in 2007, to help businesses maximize their online potential through targeted, integrated digital marketing solutions. Now a full-service digital marketing agency, inSegment has evolved into one of the country’s fastest-growing privately held companies and a leader in its field.

Over the past 10 years, inSegment has achieved numerous accolades. We’ve ranked on the prestigious. Inc. 5000 List of America’s Fastest-Growing Private Companies for four consecutive years, been selected as a SmartCEO Future 50 award-winner, and included in Boston Business Journal’s Fast 50.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Like most companies, we’ve faced some challenges on our path to success. One of the biggest hurdles we’ve encountered is competitive price pressures. In a crowded industry like digital marketing, having competitive pricing is critical to attracting and retaining clients.

We address this challenge by not only guaranteeing fair rates but also by implementing a value-based pricing strategy. By highlighting how our mission is directly aligned with our clients’ business needs, we shift the conversation from cost to value. For example, when a competitor is offering a prospective client a website project for bargain basement pricing, we explain that our focus is not simply on website development. We help the prospect understand how we approach each project with an engineering mindset to ensure that our websites work as lead generation machines.

Alright – so let’s talk business. Tell us about inSegment – what should we know?
inSegment is a full-service digital marketing agency that specializes in SEO, SEM, demand generation, custom web solutions, website and online presence design and implementation, advanced analytics, email marketing, social strategies, conversion optimization, and recapture marketing. Our digital performance marketing strategies are tailored specifically for B2B technology, financial, and higher education organizations. We push new boundaries by continuously testing our data-driven programs to ensure that they surpass client expectations and deliver a maximum ROI.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
inSegment’s prosperity is driven by our dynamic team, which is comprised of industry experts dedicated to delivering strategic thinking and immediate results via inbound strategies and holistic integrated campaigns. They approach each project with an engineering mindset, designing and continuously testing data-driven programs to exceed client expectations.

Our loyal clients have also played an integral role in our growth and success. We are fortunate to serve and collaborate with innovative companies that recognize the earnest care we put into delivering quantifiable, high-impact marketing results.

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