Cadalyst struggled to meet the growing lead generation demands of their customer base, who were becoming increasingly sophisticated in their own content marketing and lead generation initiatives. They felt pressure to deliver more leads at a higher higher cost per lead while increasing the overall lifetime value of their audience database. Poor integration and audience data stretched across multiple platforms, required a lot of time to analyze, and often required outsourced resources. At the end of the day, Cadalyst wanted a clearer picture of their audience to improve lead quality and increase revenue.
increase CPLs in nine months
lead gen revenue in 2013
net new SMB customers via inbound marketing
Cadalyst is the most complete source of essential information about computer-aided design and related software and hardware technologies for the fields of AEC, manufacturing, and GIS. The Cadalyst portfolio offers total market access in a variety of media including a print magazine, online publication, as well as weekly and monthly newsletters.
When you say grow your audience, that’s different than saying, I want more traffic to my site. The question that you’re really asking is what do you do to grow the database, meaning of the people you know and have opted in or are in your database, how many of them do you know and how much do you know about them? I’ve got 100’s of thousands of names in my HubSpot database right now, but there’s was a large amount of those people that I did’t know much about at all. With HubSpot Lead Management tools we can target these audience members with offers including newsletters, a free issue of Cadalyst magazine, or a buyers guide to download and we quickly pick up the quality of that database and start finding out more about these people.
We are building data on our audiences purchase intentions too so we can target categories, like makers of 3D printers, and call them to say “ we have 450 people at the moment that are actively evaluating vendors in your product category.” If a 3D printer company wants 100 leads right now, I don’t need to go send an email to 5,000 people and lots of banners and other calls to action, and instead can send an email out to these 450 people and get a tremendous open and conversion rate because they’ve already told us that they’re interested in 3D printers.
How to acquire net new traffic, strangers that have never been to your website?
I treat this like a lead generation strategy, like any company doing inbound marketing would. I view every content channel I have, articles, newsletters, e-books, videos, webinars and social channels -- even if it’s completely editorial driven – and recognize that every piece of content should be and can be used as a conversion opportunity to add potential prospects to my database. Editorial content draws people to our sites and once on our site we use HubSpot Campaigns to convert these readers with various offers.
By doing this, I was able to increase anonymous website traffic conversions by 42% in the first six months of using HubSpot
What advice would you give you to other publishers facing similar challenges?
You guys can implement this with your brand and your office, with four people, three people, meaning not dedicated to it, just you the publishers, a salesperson and an editor and you will get benefits from this.
Yes. We’ve actually created a new position, content director. Nancy Johnson was my editor in chief, it was a promotion for her. Now I’ve hired a new editor in chief who reports to Nancy. What’s important about that distinction is there are content directors and marketing roles and stuff in companies but they tend to be marketers. In publishing companies, absolutely keep your editorial independent. Putting Nancy in this role is recognition that all content, including editorial, serves a singular purpose for a publisher, and that is to create a better database because that’s what people buy from us, is the access to that database.
What are your favorite HubSpot features and/or tools?
Love the Workflows. Workflows are biggest for me. They’re the first thing I jumped into because I can do the behind the scenes triggers. If someone downloads the workstation buyers guide from Cadalyst I’m immediately flagging a property that they have an interest in workstations.
Social Inbox is going to be huge. Most small trade publishers like us suck at social. I use that word purposefully because even our editors are like, “We’ve got a twitter account but we don't really know how to use it.” There is a fascinating marketing gap between 40 years and up and 40 years and down. Partially because we haven't needed to do anything because for example my audience is very desk bound, they’re engineers on very high end computers. They’re not looking at our content or doing their designing jobs and stuff on their phones and all that.
In general, I look at all of HubSpot as a technology that can put process to my company’s market intellect. I also love campaign management. Even though I haven’t implemented it, I’ve visualized what I want to do with it.
Why should a publishing company purchase HubSpot?
It’s about capturing the market IP that we have effectively onto a platform. Taking what we know about our market and our audience and monetizing that more effectively. Taking all the stuff I just said and knowing what the customers are trying to do, which is they advertisers and they’re trying to sell to those people. HubSpot is much easier to help us monetize that than 50 different programs and lots of different systems.
What tools have you streamlined or eliminated because of HubSpot?
I’ve significantly reduced my email service provider contract. I didn’t get rid of it, but we have significantly reduced that contract. Got rid of the fulfillment database vendor. Also I got rid of the small IT and even marketing roles we had, even though I could use a HubSpot expert more than a marketing expert. HubSpot has allowed me to produce a lot more lead campaigns. Lots of time reduction and cost reduction.
We're here to help. Call us and speak with an Inbound Marketing Specialist who will answer any questions you might have.
Give the HubSpot software a try by signing up for a 30-day free trial. You'll get a fully functional account. No credit card necessary.