Objective Management Group had a website, but it was unable to generate leads effectively. When they did generate leads, all they had was a name and email address. They needed more lead intelligence.
Increase in leads
Increase in web traffic
Objective Management Group (OMG) is the pioneer and industry leader in sales force evaluations and sales candidate screening. Dave Kurlan, CEO and Founder of OMG, is a sales strategy and management consultant and author of "Mindless Selling" and "Baseline Selling: How to Become a Sales Superstar By Using What Your Already Know About the Game of Baseball."
Before moving to HubSpot, OMG had a traditional static website and a blog hosted on Blogger. The Internet was not a tremendous source of business for them; their blog was primarily an avenue to express thoughts and opinions and not used as a traffic or lead generation tool. When they did generate leads online, they only received their names and email addresses but rarely any more intelligence. Their primary source of new business was through their network of resellers, and so the company focused on finding new resellers, mostly by word of mouth, and generating a few leads for their resellers to follow-up on.
HubSpot helped optimize both OMG's company website and blog. "Since I began working with HubSpot," Dave Kurlan of OMG reports, "I've seen traffic grow from about 800 visitors per month to over 5,000 per month and leads grew from about 15 per month in the second quarter to 70 per month in the third quarter." Dave also reports that "the search traffic that we're getting from Google now has increased exponentially." Google search traffic now accounts for 1/3 of their overall traffic and the company site is positioned well for their key phrases, including "evaluating sales force," "sales force objectives," and "sales competencies."
HubSpot taught Dave about search engine optimization, how the search engines work, how to capture more leads and more intelligence around those leads, allowing OMG to leverage the Internet to generate more business. OMG learned how to optimize their blog in terms of titles, content, and how this tied into what attracted the prospects they wanted. Dave has published over 260 articles on his blog and received a total of over 500 comments, many of which turned into leads.
Overall OMG spends little time and money each month to generate a large quantity of website traffic and high quality leads. Dave spends thirty minutes every evening checking into his HubSpot tools to see how his website is progressing and to find what else he can learn and improve. He sees clear results in his HubSpot analytics graphs - "We not only can see the business that we're getting as a result of the small investment in HubSpot, but also as a result of the investment we make in other events," providing what Dave calls a "double return on investment."
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