Knowledge Management Associates (KMA), a Waltham, Massachusetts-based professional services company, offers custom solutions for organizations to help make them more productive, insightful, and collaborative. We touched base with Partner Michael Gilronan to learn how KMA improved lead capture and retained contact with 20-30% more event leads using HubSpot.
Industry: Business Services | Size: 20 Employees
Tenure: 1.5 Years on HubSpot Medium
Challenge: Need for Lead Nurturing Tools
Before KMA began using HubSpot in 2009, the company utilized a very personalized approach to lead generation involving the individual networks of the company's founders. KMA regularly produces events that play a major role in generating business, yet the platform they were using for event registration was difficult to use, and it lacked the functionality KMA needed to gather useful information about event attendees. Ultimately, the company knew it needed a more reliable set of tools and a system it could implement to more successfully capture and nurture its prospects.
Solution: HubSpot Landing Pages and Lead Intelligence
KMA Partner Michael Gilronan recognizes the combination of HubSpot Landing Pages for event registration and Lead Intelligence as pivotal tools in KMA's improved lead generation system. "It's given us a lot of visibility into people finding us, using our website, and accessing our content that we didn't have before," adds Michael.
KMA also values the insight provided by HubSpot's Lead Tracking tool, which helps KMA better understand how leads are interacting with its website and which content prospects find most compelling.
In addition, KMA values the ease of publishing via the HubSpot Content Management System (CMS) and its integration with HubSpot's Marketing Analytics, which allows KMA's marketing team to easily build landing pages and edit website content as well as track results, saving them time and effort.
Results: Improved System for Lead Capture & Nurturing
Using the HubSpot inbound marketing software, KMA has been able to implement an improved system for event registration, lead capture, and nurturing that has led to the following results:
- Retained contact with 20-30% more event leads that were typically lost with prior event registration platform
- Achieved 24.16% conversion rate across all landing pages
- Achieved a 500% increase in monthly website traffic since using HubSpot
KMA has also found success in using HubSpot's Blog Analytics tool as a way to quantify the value of blogging and make the connection between thought leadership and the acquisition of new leads/clients. As a result, the company now includes blogging as part of its own clients' annual performance objectives and plans.
The KMA team is very pleased with the improvements it's made to the company's ability to more successfully and systematically capture leads and nurture them into clients.
"We're a professional services firm," says Gilronan. "It's a very specific way that we go to market, and I think HubSpot has supported that really well."
