9.6x Increase in Leads
200% increase in web traffic
153% increase in sales qualified leads
Prior to HubSpot, the marketing team at CFO On-Call relied heavily on telemarketing and cold calling to generate leads for sales. Over time, they saw a decline and no longer had enough leads to support either their new customer or partner channels. They tried to implement inbound marketing tactics, such as blogging and hosting online webinars, but found their was team operating in silos with disparate campaigns and tools. Lacking a strong digital presence and search engine authority, their website and blog articles were also not performing well for lead generation. For the leads they did generate, without strong brand awareness, they struggled to educate their prospective clients of services they and their partners provide. Having executed their content marketing strategy for 18 months, they decided that HubSpot’s an all-in-one platform was the best solution in order to solve these issues and grow their business.
The marketing team began working with their Inbound Marketing Consultant at HubSpot to develop their customer buyer personas and created a detailed profile representative of their target audience, Gary the Business Owner. By understanding their main customer’s demographics, role and business problems, the team can create better targeted content, emails and offers for that audience.
Next, the team worked on expanding the content offerings on their website by creating whitepapers, eBooks and blog posts sharing financial advice to small business owners looking to grow. By using HubSpot’s blogging tool, Marketing Coordinator Emily Gam, is able to leverage important keywords and topics that are being searched for by their target audience. The tool shows Emily ways to optimize the title of her blog post, gives her SEO tips in addition to the relative SEO impact her post will have.
"HubSpot's SEO features in the blog tool are fantastic, it allows me to see how I’m using my keywords throughout the post, and prompts me to make improvements where I need to. It really helps to save time and I know we are using our keywords to their full potential," says Emily.
The marketing team uses HubSpot's social media tools to create custom streams to search Twitter for people who may be interested in their services, as well as reviewing PR opportunities. "The streams are a huge time saver, as it would just not be possible to go through Twitter searching for users who match our criteria," says Emily.
They also leverage the tool's color-coded tweets which allow them to see if they have a relationship with an individual. Color-coded tweets give them more context on who they should prioritize talking to and helps tailor the conversations they're having.
"The social media tools are so invaluable to getting messages out across all different platforms. It saves me so much time, as I am able to post to Facebook, Twitter, LinkedIn, and Google + from the one platform. It is especially helpful with posting to groups in LinkedIn, and allows me to sort through which groups I want to schedule a certain message for," says Emily.
Previously, CFO On-Call had been posting messages on their social media channels individually. Not only was this time consuming, but made it difficult to keep their messaging consistant. "Posting from HubSpot's singular social dashboard, I’m able to keep my messages on topic, and with social media analyticsl I can see how individual posts are doing, what kind of response they’re getting, and how the intended audience are engaging," says Emily. They also combine these social media tools with paid advertising and use HubSpot's analytics to review which content is generating the best return in terms of visits and leads to the website. If certain content is not performing as well as hoped, they can quickly identify and modify. "This means we are able to use our funds on campaigns that we know perform well, and not waste time or money on the ones that don’t," says Emily.
Generating Change With HubSpot
246% Increase in Organic Traffic
over 1,900 Clients
Transforming Lead Gen with HubSpot
380k Organic Traffic in First 18 Months
4x Increase in Leads YOY
941 New Leads
100% Lead Increase
40% Increase in Monthly Referrals