Lynden, Inc. was using outbound tactics such as print advertisements in newspapers adn magazines. However, it was difficult to track the results of those campaigns. In addition, Lynden simply wasn't generating leads that were qualified enough for purchase.
increase in quote requests generated online
increase in inquiries to the Lynden Call Center
increase in quote requests
Lynden, Inc. is a transportation and logistics company that operates in such challenging areas as Alaska, Western Canada, Russia, and other areas around the globe, and serves diverse industries including oil and gas, mining, construction, retail and manufacturing. We touched base with Online Marketing Manager Ryan Dixon to learn how Lynden has used inbound marketing to increase quotes by 270%.
Before HubSpot, Lynden was primarily relying on outbound marketing tactics, utilizing traditional media such as print advertisements in newspapers and magazines. Lynden ultimately wanted to increase the number of qualified quotes it was generating, and when the company's VP of Marketing realized that a shift toward inbound marketing was occurring in the marketplace, Lynden knew it needed to shift its focus toward inbound marketing in order to achieve its goals.
Now, Lynden mainly depends on HubSpot's Landing Pages and conversion forms. "Since they're so easy to create in HubSpot, we are able to really tailor those [landing pages] to what we want specifically without spending a lot of resources," says Ryan, who is also leader of the Seattle area HubSpot User Group (HUG). In addition, Lynden loves how the HubSpot integration tracks and reports all lead data within the software, as well as provides additional Lead Intelligence information such as how their leads found them and where they're located.
Lynden also values HubSpot's SEO tools, using Link Grader to analyze new inbound links and Keyword Grader to track how well the company's keywords are performing. In addition, HubSpot's Blog Analytics help Lynden understand the effectiveness of its blog and provides data and knowledge that the company uses when creating new blog articles.
The primary metrics Lynden uses to track its success with inbound marketing and HubSpot is both the number of qualified quote requests it generates plus its call center volume. Since implementing HubSpot, Lynden has achieved the following:
Due to Lynden's inbound marketing success, the company is starting to push its call center to capacity and shifting more marketing dollars away from traditional advertising and toward inbound marketing.
"We're a smaller marketing department, and so we really have to efficiently use our resources, and HubSpot has really fulfilled that need for us," says Dixon. "It's definitely had a noticeable impact on the volume [of quotes] that we're getting in, and an impact on the organization."