Fifth Ring is a communications agency that specialises in the B2B energy sector. Established in 1991, inbound marketing has become an increasingly important part of its work in recent years. However, it was frustrated by the limitations of the marketing automation software it was using. It wanted a more powerful solution, backed by always-on support and coaching. It joined the HubSpot Partner Program. Today, all of its inbound marketing clients are on retainer contracts, and it has become a HubSpot Gold Tier Partner.
● 100% of inbound marketing clients on retainer
● 6 clients using HubSpot
● 30% increase in revenue
Fifth Ring has been delivering strategic, joined-up communications to its B2B energy clients since 1991. Over the years, it broadened out its services to include inbound marketing, but it hadn’t found the right partner.
“We started out working with Eloqua, but the software was difficult to use and we didn’t achieve the desired results, so about three years ago we switched to the SharpSpring partner program,” explains Steven Milne, head of digital with Fifth Ring. “We were looking for a partner in the true sense of the word; a company that would help us deliver ROI to our clients. However, with SharpSpring we didn’t receive the level of support that we needed. Our questions were going unanswered.”
Fifth Ring began investigating other options, including Marketo, but it was the HubSpot Partner Program that really caught its attention.
“I watched some videos from INBOUND, and I liked what I saw. We then had a demo of the software, and it had everything our clients needed. But what impressed me and was really important to the agency, was the guidance and coaching that was on offer. HubSpot provides the training and education to get our team up to speed with the software, plus they help us position and sell our inbound services.”
The agency was convinced that the HubSpot Partner Program could help it deliver inbound to its clients in a smoother, more successful way. It signed up in 2016.
Fifth Ring immediately began offering the HubSpot software to its existing and potential customers. Having the guidance of a HubSpot channel consultant made that process a lot easier, says Steven.
“What we love about our channel consultant is that he’s there for us whenever we need him. When I’m running to the airport to catch a flight, I’ll often send an email asking for information on topics that I think will come up in the client meeting. By the time I’ve landed, I’ve gotten all the information and more in my inbox. Compared to the support offered by other partner programs, it’s like night and day.”
Crucially, the HubSpot software is allowing the agency to show clients that inbound marketing produces verifiable results.
“ROI is something that we struggled with in the past, but with HubSpot that’s changed. We can now generate both high level and granular reports, and prove to clients that our actions are making a difference.”
A Rising Tide of Results
Fifth Ring uses the HubSpot software for its own marketing and has already seen improvements to the quality of its leads.
“Three of the biggest opportunities that we’re working on at the moment have come through the website. We can also track the lead’s journey in a much more effective way. We can see what blog posts and ebooks have driven them through the funnel, which validates our content strategy and informs the eventual sales conversation,” says Steven.
Today, the agency is a HubSpot Gold Tier Partner, with six clients on the platform.
“They are all on retainer, and in fact those contracts are some of the biggest that we have in the business. One client has seen a 6X jump in website traffic and a 2X increase in leads, thanks to the content pipeline we created for them.”
Fifth Ring’s long term plan is to broaden out its services to cater to industries adjacent to the energy sector.
“We help our oil and gas clients to grow, and the HubSpot software gives us tangible proof of the efficacy of our work. We are now able to approach those other industries and say ‘look what we’ve delivered for these companies, we can do the same for you’. The goal is to grow our agency, and HubSpot is absolutely going to be part of that.”
9.7x Increase in Traffic
267% Increase in Leads
56% Decrease in Time to Close Tickets
87% Increase in Customers
30% Increase in Turnover
1,000% Increase in Monthly Traffic
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