Identity Automation
A game changer in identity and access management, Identity Automation safeguards information for school districts and universities throughout the U.S. Since early 2021, the company has tapped MarketSmiths for assistance with case study copy—and to demonstrate its value to new leads.
Client
“I couldn’t produce quality AND quantity”
Education, like so many other domains, has undergone major transformation. Accelerated by the pandemic, digital learning has introduced additional complexities to school district learning environments, leading to very real cybersecurity concerns for everyone in the educational ecosystem.
It’s the mission of Identity Automation to alleviate these concerns by providing learning institutions with a highly secure, flexible, and affordable identity and access management platform.
To showcase this mission, Jill Kressin, Content Marketing Specialist, is charged with crafting case studies and other bottom-of-funnel marketing and sales enablement materials. Yet as the company’s sole copywriter, she can’t meet internal demand while juggling her other responsibilities—especially given tight timelines. (At one point, she noted, her sales team requested a case study from a customer in nearly every state.)
“I’m so impressed with their ability to go through all that material, sort through all the technical terms, and produce quality content with such a quick turnaround.”
— Jill Kressin, Content Marketing Specialist, Identity Automation
Challenge
“We knew we wanted something better”
In the past, Identity Automation had used other marketing agencies for producing content, but ran into issues with generic copy, inconsistent turnaround times, and a frustrating editing process.
“Their writers would request access to docs at 10pm,” Jill explains. “They’d been working with us for five years—and misspelled our company’s name throughout [one] entire piece. I realized working with them required more effort than writing the material myself.”
“We knew we wanted something better,” she adds.
The search began. Soon after, the team realized they couldn’t partner with just anyone. “We were very reliant on the talent level of a single resource,” says Kathleen Garska, Identity Automation’s Director of Marketing. “This time, we needed to find a specific skill set. And we liked the idea of something in between freelance and a full-stack marketing agency.”
Shared Success
“We love the flexibility MarketSmiths gives us”
MarketSmiths, it turns out, was the answer. A marketing email caught Kathleen’s eye; she accepted a call with our founder, Jean; and the rest is history.
“From day one, there’s just been so much transparency,” Jill explains, citing her happiness with our high-quality writing, smooth project management, and clear turnaround times. Jill met our writing team—two members of our full-time copywriting staff—at the outset, so she always knows where to go to ask for new work, specify detail or directional pivots, or clarify due dates.
What’s more, our copywriters often attend case study interviews with Jill. This improves the end result—since our writers can then add questions and pick up on nuances live.
“I’m so impressed with their ability to go through all that material, sort through all the technical terms, and produce quality content with such a quick turnaround,” Jill says.
At Identity Automation, producing case studies is no longer a source of frustration for Kathleen or Jill. With MarketSmiths, Jill and Kathleen both anticipate and receive quality, consistency, and efficiency.
Working with us has also freed up a significant amount of Jill’s time, allowing her to focus on other priorities.
The team also appreciated our initial investment in their brand voice and tone. After all, the most effective copy isn’t just about generating powerful stories—it’s about connecting them back to the brand and its unique audience.
Identity Automation is excited about the future. “We love the flexibility MarketSmiths gives us,” Kathleen says. “If our needs shift, we know we can increase output in other areas.”
“Knowing that I have a team behind me is huge,” Jill adds.
