The Bridge Group needed an entirely new online marketing strategy. They knew customers were out there but found that cold-calls, a small and outdated website, and word-of-mouth marketing were not enough.
inbound links acquired
increase in web traffic
increase in search engine referrals
Up until 2007, The Bridge Group operated via word-of-mouth marketing, cold calling and a simple web site with only a dozen pages that functioned as a brochure. In 2007, the company realized that in order to increase its pace of growth, it needed to do more. It needed to develop a more robust online marketing strategy -- one that provided a more efficient source of leads and enabled qualified customers to find their business.
"We knew they were on the web, we knew they were having conversations, we just had to build content and try to drive them to us," says The Bridge Group's Matt Bertuzzi.
Instead of just hunting for customers via an outbound cold-calling strategy, they began to generate leads by creating content that attracted qualified customers to their site. The company focused on two types of content. It created a blog that established the company as a thought leader in the field of inside sales, and it conducted surveys on inside sales practices, which it published in the form of reports for the industry.
The Bridge Group used HubSpot blogging softwareto publish its content, HubSpot landing pages and lead tracking tools to manage their lead flow, HubSpot search engine optimization tools to improve the search engine ranking of their content, and HubSpot marketing analytics tools to determine their sources of traffic.
Beyond the increases in leads, traffic, Google referrals and inbound links, The Bridge Group found that the HubSpot package -- all of the inbound marketing tools bundled together in one dashboard -- offers enormous improvements in efficiency.
"The HubSpot package is extremely valuable because before we used HubSpot we were piecemeal putting together some of the things HubSpot delivers," Bertuzzi says.
Now everything is in one place. Instead of pulling a series of different reports into a custom-built spreadsheet, he just logs into HubSpot. This gives him a simple, efficient way of tracking and measuring his online marketing campaign.
"If I had to do that without HubSpot it would be painful."
Website traffic growth:
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