company located in Costa Mesa, California. CMS's marketing specialist, Gary Stockton, explains how the company developed its online presence with HubSpot.
Challenge: Expensive Traditional Marketing and Limited Online Visibility
Before using HubSpot, CMS Products employed traditional marketing tactics including tradeshows and display ads. Due to budget limitations, CMS needed to change its approach and decided to focus on enhancing its Web presence. “But we were finding that the website was not being found on the major search engines,” Gary noted. “We had some work to do.”
Solution: Lead Nurturing of Targeted Traffic
As CMS got started with HubSpot, it instantly found a new group of users who hadn’t heard about its product. “HubSpot opened up a whole new world of possibilities for CMS,” Gary said.
The multi-faceted features of the software helped CMS to quickly turn its website into a lead generation machine, delivering highly qualified leads. Additionally, HubSpot’s lead re-visit notifications empowered Gary to identify active leads with the highest interest in the product.
CMS also integrated data from Salesforce.com with HubSpot to achieve closed-loop marketing and gain insight into which marketing channels drive the most sales. “The people we are getting to our website are the ones we do want to engage, the ones that do have an interest in disaster recovery and back-up solutions,” Gary said.
Results: High Lead Conversion Rates
- Organic Traffic Increased 5X in 6 Months from about 4,000 visits in August to over 23,000 in January
- Leads grew 2700% from 67 to over 1,900 in the same period
- Inbound links grew from a few to more than 3,800 from 825 domains
HubSpot helped CMS differentiate between high-interest and low-interest traffic. Automated lead nurturing targeted more involved leads and, thus, boosted conversion rates. By accumulating thousands of inbound links, the company gained visibility online. “There are a lot more people linking to us and that’s helping our page rank,” Gary noted.
CMS used HubSpot's software to switch its marketing approach from traditional and expensive advertising to targeted online lead generation. “If you don’t know what needs to be fixed, it gets a little frustrating. But HubSpot really did show us what we needed to focus on,” Gary said.
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