Industry: Manufacturing | Employees: 5-10
Tenure: 11 Months
About MDI
MDI Products is a manufacturer, specializing in injection-molded soft and flexible foam products. MDI’s Nancy Grossbart explains how her company uses HubSpot to develop an inbound marketing strategy and to drop unsustainable paid search.
Challenge: Unqualified Traffic and Inability to Capture Leads
Before HubSpot, MDI had no way of capturing information from incoming leads. “Unless we questioned the people who contacted us we would never be sure how we had captured that lead,” Nancy said.
Solution: Target Landing Pages and Comprehensive Marketing Reports
HubSpot’s landing pages helped MDI attract targeted audiences and eliminate unqualified traffic. “We saw results almost immediately,” Nancy said. “As soon as we installed the first landing page, we started capturing leads.” In this way, landing pages instantly became part of MDI’s marketing approach—Nancy can now pass lead information directly to the sales team, who can, in turn, follow up on the most qualified leads.
HubSpot’s marketing reports are another part of the software Nancy likes to use. “I review them every day. I can see how we are doing, what is working, what is not working, and it just makes my job a lot easier,” she explained.
Results: Breaking Pay-Per-Click Dependence and Saving Time and Resources
- Saving $5,000 annually from PPC
- Reached an average conversion rate of 10% for landing pages
- Grew organic traffic by 50% in 5 months
- Expanded social media following to nearly 1000 people
As a result from using HubSpot, MDI improved its message and dropped paid search. The company has now focused on attracting traffic organically and has grown its organic visits from 270 to over 400 in five months.
Drop in Paid Search and Growth in Organic Traffic:
No doubt, MDI has seen greatest improvement in saving time and resources. “By not doing pay-per-click we are probably saving about $5,000 a year,” Nancy said. In this way, MDI has also saved a lot of time because, as Nancy said, a single lead can cost a marketer about an hour of emailing and following up. This time can now be reinvested in refining landing pages and engaging people on social media.
Social Media Following, November 2009 — April 2010:
With HubSpot, MDI has developed marketing strategies that are sustainable, efficient and well-planned. “It is like having an extra assistant that reminds you to do the things you have to do every day,” Nancy said.
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