200% ROI generated
64% reduction in CPL
Understanding the importance of Tugboat’s services in the current environment, the team looked to create brand awareness quickly and efficiently, turning to LinkedIn ads through HubSpot for lead generation. However, while focusing on brand awareness, Tugboat also struggled to generate leads at scale.
Tugboat runs a lean marketing operation and needs to be conscious of every dollar spent. Therefore, every Marketing Qualified Lead (MQL) needs to be nurtured properly with the goal of quickly turning into an opportunity and eventually, a closed deal.
Originally, the team took the approach of leveraging LinkedIn Sponsored Content to drive clicks. However, after reviewing with their LinkedIn Account Manager the power of using multiple products, they identified LinkedIn Text Ads as a key solution that, in tandem with Sponsored Content, could help them lower their overall CPA. With LinkedIn’s incredible firmographic data, there is no disputing the audience targeting capabilities on options such as Titles, Industry, and Company Size. As such, LinkedIn ads prove to be incredibly effective with the right messaging and landing page.
Victor Lin, Director of Demand Gen at Tugboat Logic explains, “Having a dedicated Account Manager and resident HubSpot expert allowed us to unlock the power of both platforms and exceed our expectations. Adam is the Goose to my Maverick, and LinkedIn plus HubSpot continues to ‘take my breath away’.”
With this one-two punch while layering on audience exclusions, the team was successfully able to move upstream, seeing first-click on their Sponsored Content followed by the conversion on their re-targeted Text ads. However, the Hubspot integration with LinkedIn ads is what allows for the resulting closed-won opportunities. After the MQL enters HubSpot’s CRM, Tugboat’s team lives in the platform analyzing what they consider their “source of truth” for understanding the impact their marketing spend has on revenue.
Tugboat has embodied the Inbound Methodology of which HubSpot is built from, leveraging HubSpot Ads for managing their marketing on LinkedIn, HubSpot Workflows for managing the lead nurturing, and HubSpot landing pages for providing additional education and direct click to-book meeting integration that builds trust, creates urgency, and ultimately leads to closed deals. As a result, the team was able to reduce their CPL by 64% and generate 2X ROI.
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