Shifting from outbound to inbound marketing

Shifting From Outbound to Inbound Marketing Before HubSpot, Lynden was primarily relying on outbound marketing tactics, utilizing traditional media such as print advertisements in newspapers and magazines. Lynden ultimately wanted to increase the number of qualified quotes it was generating, and when the company's VP of Marketing realized that a shift toward inbound marketing was occurring in the marketplace, Lynden knew it needed to shift its focus toward inbound marketing in order to achieve its goals. has built a reputation of superior service to diverse industries including oil and gas, mining, construction, retail and manufacturing.

HubSpot Landing Pages, Blogging & SEO Tools

Now, Lynden mainly depends on HubSpot's Landing Pages and conversion forms. "Since they're so easy to create in HubSpot, we are able to really tailor those landing pages to what we want specifically without spending a lot of resources," says Lynden Manager of Online Marketing Ryan Dixon, who is also leader of the Seattle area HubSpot User Group (HUG). In addition, Lynden loves how the HubSpot integration tracks and reports all lead data within the software, as well as provides additional Lead Intelligence information such as how their leads found them and where they're located. Lynden also values HubSpot's SEO tools, using Link Grader to analyze new inbound links and Keyword Grader to track how well the company's keywords are performing. In addition, HubSpot's Blog Analytics help Lynden understand the effectiveness of its blog and provides data and knowledge that the company uses when creating new blog articles.

Due to Lynden's inbound marketing success, the company is starting to push its call center to capacity and shifting more marketing dollars away from traditional advertising and toward inbound marketing.