Schwartz Communications experienced difficulties executing campaigns from beginning to end. They had to use their IT department to set up landing pages, and it slowed down their content creation, publishing, and overall promotion efforts.
Schwartz Communications is one of the top five independent communications agencies in the U.S. delivering PR, social media, public affairs, and digital content marketing services to innovative companies. At the recent Online Marketing Summit, Amanda Chagoya, inbound marketing manager at Schwartz, shared the ways her company uses HubSpot as a customer and a partner.
Prior to HubSpot, Schwartz Communications experienced difficulties executing campaigns from beginning to end. “Before HubSpot, we needed to go through our IT department to set up landing pages,” said Amanda. This resulted in inefficient content creation and slowed the team down. “But what we found with HubSpot is that within a day we had a landing page up, we can start promoting it,” Amanda added.
With no background in technology, Amanda found HubSpot easy and intuitive to implement. She “jumped right in” and started using its wide range of inbound marketing tools.
Now, she is able to quickly build landing pages without having to reach out to the IT department. For a recent Schwartz whitepaper, for instance, she created a landing page within a day and quickly accumulated 200 downloads. HubSpot's landing page builder has enabled her to plan and execute sophisticated marketing initiatives without third-party involvement.
Amanda complements her content creation efforts with HubSpot’s Lead Intelligence. “When we are in talks with a company, it is nice for us to be able to know when they are coming back to our site, what they are interested in learning about us,” she said. “We can use that intelligence to modify how we re-contact them,” Amanda added.
Social media intelligence, or Social CRM revealing Twitter and LinkedIn lead profiles, help the Schwartz sales team track leads and build sustainable relationships.Amanda also uses HubSpot’s social media monitoring tool to identify specific online discussions and engage in valuable conversations. “We have jumped into discussions with some really great, top prospects,” she said.
Schwartz Communications achieved a nearly 30% visitor-to-lead conversion on 18 landing pages.That has led to the accumulation of over 500 leads in the past six months.
Nearly 30% Conversion Rate for 18 Landing Pages
By engaging in conversations on Twitter, LinkedIn and Facebook, the PR agency has also been consistently growing its social media reach.
Social Media Reach, March - July 2010
HubSpot's easy-to-use, integrated suite of marketing tools has helped Schwartz Communications become radically more effective at marketing. “It has been great to have one tool that encompasses everything,” said Amanda. “We can monitor site traffic; we get information about leads that are coming to us; we can promote our content," she added.