100% Website Traffic Growth
Starting the marketing department from the ground up, Marketing Director Dan Kosir, was the first to join the team in 2015. With a strong background in content marketing, Dan began to pave the way for the company’s marketing efforts in terms of establishing thought leadership, leveraging the value of SEO and amplifying their online presence. However, after only 8 months at the company, he was ready to take the strategy one step further into automation.
At the time, Clearbridge was using several different tools for marketing activities. Using all of these platforms meant that there was a significant amount of time spent manually capturing and managing leads. The most latent issue was that tools didn’t fully integrate with each other and specifically, with their CRM of choice.
To be able to scale, Dan knew that they needed a tool that would help the company manage the new leads generated by recent marketing efforts. Having used HubSpot in previous work experience, he recommended that the company used the platform as their primary marketing automation tool to be able to easily execute lead management and lead nurturing strategies.
“I knew HubSpot was very user-friendly and had a lot of what we needed [...] It was the right solution for us when we were initially going into the lead generation and marketing automation world.”
To be able to get Clearbridge off to a great start with marketing automation, the Account Management team provided recommendations about strategically using the tool – particularly providing tips and best practices for leveraging landing pages through HubSpot.
Once the team started growing under Dan’s direction, they began to implement a digital marketing strategy with a heavy focus on inbound marketing. They now leverage HubSpot for the demand generation program including all their content marketing, SEO, and email marketing – allowing the company to carry out the full marketing mix through the tool.
“HubSpot is valuable for us because, with a lot of the tools we’re using, it allows us a pretty centralized location for things like email communication, even setting up campaigns that are specific to segmented audiences.”
HubSpot, along with the team growth and the enforcement of an inbound strategy, has allowed Clearbridge to increase their website traffic and lead generation. Dan mentions that “Over the last 3 years, our website has had a 100% year-over-year growth. Our traffic has gone up, our lead generation has continued to go up.”
The goal is to keep growing the demand around the service and help the organization, in general, grow. To achieve that, the plan is to continue expanding on inbound marketing and, at the same time, focusing a lot more on a brand marketing approach where they are also able to build a community and have a more physical presence at events. Concerning HubSpot, Dan closes with “It’s definitely allowed us to be more efficient and cut down the time it would take to do a number of tasks. It’s also been very valuable for things like reporting and pulling out data points to help us make decisions.”
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