80%+ Revenue Growth Year on Year
100% retainer based business
100% client growth year on year
When Chris Fell left his corporate job in 2007, he decided to set up a consultancy business to improve the sales and marketing performance of Australian businesses. He believed that digital marketing and marketing automation could be hugely beneficial, especially in the area of lead generation. After researching ways to market his own fledgling consultancy business, he discovered HubSpot in 2009.
Soon after experiencing the impact of using HubSpot’s software for his own business, Chris realised it could also greatly benefit his clients. He began exploring the possibility of becoming a HubSpot partner and quickly saw an opportunity to establish a better kind of agency, one that provided an all-in-one lead generation solution and one that would really help marketers prove their value to the organisation. A conversation with Paul Roetzer of US-based HubSpot partner PR 20/20, alleviated any fears for Chris and provided his ‘penny drop moment’. He says Paul highlighted that the business model followed by traditional agencies is broken, explaining, “they charge by the hour and clients pay by the hour. There is no incentive to be effective, no mutual benefit.”
In his earlier corporate career as a CEO, Chris was always frustrated with marketers who came 'cap in hand' asking for funds without any understanding that they needed to demonstrate ROI. Helping marketers prove their value to the organisation was a problem that had always been of interest to Chris. Now with HubSpot’s software this problem can be solved. Chris decided to seize the opportunity and expand his consultancy into an inbound marketing agency. He says, “we use HubSpot’s software and do the opposite of traditional agencies. We focus on generating business results and our clients don’t worry about the time it will take us."
g2m Solutions was founded in 2010 and focus their efforts on helping start up's and small to mid-market clients in Australia. Typically, their clients are from technology, software and professional services industries as Chris believes they’re particularly suited to inbound marketing. Chris explains, “inbound marketing is more appealing to these clients because they are a little bit more advanced and open to experimenting with new ways of doing things.”
As inbound marketing is still quite a nascent concept in Australia, the team have used focused on building awareness and educating prospects about its’ value. Their marketing activities are targeted at two distinct buyer persona’s : CEO Charles and Marketing Mary. Chris explains, “CEO’s are looking for financial evidence of success, growth in sales and efficient cost of acquisition while marketing managers want help to run their campaigns more effectively and efficiently. We tailor our campaigns to fit those distinct needs.”
Over time, Chris has refined his client acquisition strategy to ensure they only take on clients where a mutual benefit can be delivered. He recalls, “when we first started, I would take anyone on as I was just desperate to get the business off the ground. But as we’ve got bigger, we’ve become wiser about what a good client is like. We interview the client to ensure we can help them.”
This means establishing some basic qualifying criteria. For example, all clients must have a sales team of at least 2 people as it means they have ‘hungry mouths to feed with leads’ and need their lead generation machine working effectively. They also require that all clients purchase, at minimum, the ‘Professional’ HubSpot software package which includes HubSpot’s Marketing Automation app. Chris explains, “you cannot do lead nurturing with the HubSpot Basic package so you can’t really set up a funnel. Without a funnel, they’re just leads, not qualified leads.”
Generating well qualified, quality leads has become a cornerstone of the g2m proposition. Previously, many of their clients found it extremely expensive at a cost per lead level. Through the adoption of an inbound marketing strategy, executed via HubSpot’s software, the cost per lead has become much more affordable.
g2m Solutions has grown strongly and steadily over the past 4 years. Chris says, “we’ve basically been doubling every year in terms of revenue, clients and team members.” They're delighted to now be a HubSpot platinum partner, supporting over 17 clients with a 7 strong team.
Chris says the team behind g2m have been the central to their success, “We hire fantastic staff with lots of smarts and a great attitude to learning. We have a strong focus on induction into our own inbound methodology and insist everyone becomes HubSpot certified. But learning never really stops as the pace of industry change is relentless, so we try hard to build that into our culture as best we can."
With their help, clients are achieving great results and are renewing their annual retainer contracts. One client was so happy with their results that they awarded g2m an extended 12 month contract, covering all lead generation activities. This has become their biggest ever retainer at over $9,000 per month, double their previous retainer with this customer.
Partnering with HubSpot has helped bring the g2m business to life. Chris describes the support as “second to none” and says it has been instrumental to the success of his business.
g2m is ahead of the curve in Australia. More and more businesses are becoming aware of the inbound marketing and considering it as a marketing strategy. Chris says, "Clients are really struggling with the digital transformation of their business. Marketing’s transformation sits at its heart. Clients are looking for an 'all-in-one' provider to drive the transition. To do this successfully you need a story that does everything, you need to show your clients that you understand all of their business as much as their marketing challenges." He believes this is not only important to remain relevant, but critical for future survival. He elaborates, "traditional agencies who remain 'one trick ponies' risk becoming irrelevant. They must evaluate their strategies and consider adopting an inbound marketing philosophy. They need to align themselves with the way the market is shifting.”
Chris is proud to be leading a business that is helping the marketing function re-establish itself as a useful and vital part of a business. He says, “I'm absolutely convinced inbound marketing is salvation for marketers who were struggling to demonstrate their value to the organisation.”
267% Increase in Leads
87% Increase in Customers
30% Increase in Turnover
1,000% Increase in Monthly Traffic
First Diamond Partner in Australia
95% of Clients on Retainer
40k Monthly Visits Achieved
50% of Clients Using Hubspot
400% Increase in Sales Qualified Leads