After the economic downturn in 2008, Yoh's marketing budget took a big cut. They needed a way to enter the conversation in their highly commoditized marketplace, but had no idea what to do with any of the traffic they were generating.
increase in leads from organic search
increase in leads from direct traffic
increase in traffic from email marketing
For over 70 years, Yoh has provided the talent needed for the jobs and projects critical to client success, by delivering comprehensive workforce solutions that focus on Aerospace & Defense, Engineering, Government, Health Care, Life Sciences, Information Technology and Telecommunications. Yoh fulfills immediate resource needs and delivers managed and outsourced solutions. Founded in 1940, Yoh was the nation’s first technology staffing firm. Today, they operate from 75 locations throughout North America.
Yoh had little awareness in their highly commoditized marketplace. They knew they had a fresh and valuable perspective, but it was difficult for them to break through and be part of the conversation. They started a blog in spring of 2009 and it received ok traffic, but they did not know what to do with it or the content that was found there.
After the economy took a turn in 2008, their marketing budget was one of the main areas to receive dramatic cuts. Yoh was forced to do more with less, and at the time they had absolutely no lead nurturing strategy in place.
Yoh needed a single method to reach dual buyers represented in their many different markets. Part of their business is run rate and can be very localized to the geography of each office, while the other parts serve national and even global client needs on a larger scale.
By using HubSpot’s Landing Pages tool Yoh is able to quickly get their new assets (video, presentations, ebooks, whitepapers, etc.) online, optimized and into the hands of their sales force who use the links in their client outreach.
Utilizing the Lead Nurturing tools in the HubSpot Software, Yoh now has a process in place that nurtures every single lead that comes in. After that, their inside sales rep is able to qualify those leads so they can then pass the right leads over to their sales force.
With HubSpot’s Keyword Grader tool, Yoh has been able to target highly trafficked terms which they felt they can own. After deciding which keywords to target, they then are able to develop a process around those keywords that drives all of their content development.
VP Marketing, Yoh