120% Increase Cpls in Nine Months
32% lead gen revenue in 2013
11 net new SMB customers via inbound marketing
My challenges fell into three general categories: 1) market challenges, 2) production challenges, and 3) business challenges.
In no particular order, market challenges included declining CPLs (cost per leads) because of aggressive email aggregators, list brokers, white paper aggregators, etc. There continues to be huge pressure on the market for lower cost leads with no differentiation between contacts, leads, qualified marketing leads, and sales qualified leads. Another market challenge is our customers are also our competitors. They have invested significant time, money, and staff to become publishers of content as part of their internal content marketing strategies. This has diverted attention and money away from trade publishers whom they believe they can complement or replace.
For business challenges: it was difficult to track the true costs of audience acquisition and measure the return on that investment with an audience member lifetime value to our business. Understanding our most profitable sources of audience acquisition is an important metric that allows us to properly scale our lead generation business. This had been difficult to because, like most trade publications, Cadalyst has multiple platforms where audience data was captured and reported (i.e. email/newsletter ESP, website Content Management Systems (CMS), forms and survey platforms, forums, blogs, and various application databases). It’s difficult to make real-time updates to all these databases and to update and improve audience capture data as market needs shift. Finally, capturing behavioral activity on our properties (i.e. pages visited, videos viewed) specific to each individual was nearly impossible, yet this provides critical clues to an audience member’s purchase intentions.
Production challenges: Difficult audience database integration, a lack of financial resources, and a lean staff made it impossible to have a holistic view of our internal and client campaigns. In order to scale we needed to have an easy, integrated platform to capture audience data, analyze and act on behavioral activity, and manage scores of campaigns simultaneously. We needed marketing automation!
We needed higher quality leads that we could identify and quantify for our client in order to maintain and increase our CPLs. In addition, we needed more lead velocity. All of this required an automated marketing platform that would allow us to turn our deep industry knowledge of the CAD market into automated processes that delivered the most relevant content to our readers and the highest quality prospects to our customers. An automated platform has allowed us to maintain existing staffing levels, but deliver a much better product in higher volume.
In addition, our customers were becoming more sophisticated marketers with better integration to their sales CRM systems that allows them to measure the quality of leads received from various partners. We needed to ensure we continued to deliver the highest quality leads in the market.
Finally, we wanted an integrated database across all our products that supported progressive registration. This makes for 1) a much better audience experience (we won’t ask the same question twice!), 2) much higher offer conversions (because our forms can be shorter), and 3) the capturing of more information in a shorter timeframe than before.
HubSpot is a single platform for all my audience information captured across our products. Automating our audience acquisition and lead qualifying processes has increased our overall audience database count, improved the data we know about our audience, and delivered a higher volume of qualified leads. We have done this without increasing staff and without one IT person on staff or outsourced to implement and maintain the system.
I can easily manage dozen of campaigns simultaneously; both our “house campaigns,” meaning anything we run ourselves, as well as “client campaigns.”
And I don’t need an IT person, support staff, database administrators, and circ departments. You just add your market expertise to HubSpot’s automation tools like workflows to create on-going 7x24 audience acquisition and lead identification programs.
The last thing is, it provides a real-time picture of a subset of our audience that’s currently active in the purchase cycle. This is by far the most valuable part of our audience database at any one time. A publisher’s value is not having 1,000, 10,000 or ten million contacts, but instead is knowing who of that reach is actively in a purchase cycle for an advertiser product category.
9.7x Increase in Traffic
267% Increase in Leads
87% Increase in Customers
30% Increase in Turnover
1,000% Increase in Monthly Traffic
Expanding as a HubSpot Partner
First Diamond Partner in Australia
95% of Clients on Retainer
188 Brightinfo On-site Conversions