The management team at CFO On-Call, an Australia-based financial services advisory group, realized that the company must improve their marketing strategy, as traditional methods were no longer working, if they were to remain successful. They had been reading HubSpot’s content for a long time and understood the value of inbound marketing. They began working with HubSpot in order to expand their online presence and generate more leads to support their revenue goals.
increase in leads
in six mos.
increase in traffic
in six mos.
increase in sales-qualified leads
in six mos.
CFO On-Call is a smart pro-active team of Chief Financial Officers, Financial Controllers and Business Advisors, with over 20 years experience that help business owners in Australia and New Zealand.
Prior to HubSpot, the marketing team at CFO On-Call relied heavily on telemarketing and cold calling to generate leads for sales. Over time, they saw a decline and no longer had enough leads to support either their new customer or partner channels. They tried to implement inbound marketing tactics, such as blogging and hosting online webinars, but found their was team operating in silos with disparate campaigns and tools. Lacking a strong digital presence and search engine authority, their website and blog articles were also not performing well for lead generation. For the leads they did generate, without strong brand awareness, they struggled to educate their prospective clients of services they and their partners provide. Having executed their content marketing strategy for 18 months, they decided that HubSpot’s an all-in-one platform was the best solution in order to solve these issues and grow their business.
The marketing team began working with their Inbound Marketing Consultant at HubSpot to develop their customer buyer personas and created a detailed profile representative of their target audience, Gary the Business Owner. By understanding their main customer’s demographics, role and business problems, the team can create better targeted content, emails and offers for that audience.
Next, the team worked on expanding the content offerings on their website by creating whitepapers, eBooks and blog posts sharing financial advice to small business owners looking to grow. By using HubSpot’s blogging tool, Marketing Coordinator Emily Gam, is able to leverage important keywords and topics that are being searched for by their target audience. The tool shows Emily ways to optimize the title of her blog post, gives her SEO tips in addition to the relative SEO impact her post will have.
"HubSpot's SEO features in the blog tool are fantastic, it allows me to see how I’m using my keywords throughout the post, and prompts me to make improvements where I need to. It really helps to save time and I know we are using our keywords to their full potential," says Emily.
The marketing team uses HubSpot's social media tools to create custom streams to search Twitter for people who may be interested in their services, as well as reviewing PR opportunities. "The streams are a huge time saver, as it would just not be possible to go through Twitter searching for users who match our criteria," says Emily.
They also leverage the tool's color-coded tweets which allow them to see if they have a relationship with an individual. Color-coded tweets give them more context on who they should prioritize talking to and helps tailor the conversations they're having.
"The social media tools are so invaluable to getting messages out across all different platforms. It saves me so much time, as I am able to post to Facebook, Twitter, LinkedIn, and Google + from the one platform. It is especially helpful with posting to groups in LinkedIn, and allows me to sort through which groups I want to schedule a certain message for," says Emily.
Previously, CFO On-Call had been posting messages on their social media channels individually. Not only was this time consuming, but made it difficult to keep their messaging consistant. "Posting from HubSpot's singular social dashboard, I’m able to keep my messages on topic, and with social media analyticsl I can see how individual posts are doing, what kind of response they’re getting, and how the intended audience are engaging," says Emily. They also combine these social media tools with paid advertising and use HubSpot's analytics to review which content is generating the best return in terms of visits and leads to the website. If certain content is not performing as well as hoped, they can quickly identify and modify. "This means we are able to use our funds on campaigns that we know perform well, and not waste time or money on the ones that don’t," says Emily.
Once a lead converts, their information is kept in HubSpot’s contacts database where they're added to lists of specific group segments. The marketing team uses HubSpot’s workflows to further educate and nurture lead segments before the sales team contacts them. They’ve setup workflows to match a prospect’s pain point based on the issues business owners have described on various landing page forms, such as cashflow or profit. The workflow is tailored for that issue and triggers helpful emails giving advice related to said pain point. This customization helps the marketing team ensure they’re sending relevant information to prospective customers at the right time in the buying process.
Their sales team then uses HubSpot’s lead intelligence to understand how likely a potential customer is to buy, based on their engagement with marketing content, email and social media. They use this information to qualify leads and have improved their ability to convert them into customers at a much higher rate.
As a result of using HubSpot and adopting an inbound marketing strategy, CFO On-Call has increased web traffic by 200% in a six-month period. They have the tools in place to easily capture more leads from their site and have seen a 9.6X increase in leads. With lead management and nurturing, they’ve improved sales ready leads by 153% and have a 1:3 success rate as compared to the 1:20 close rate prior to HubSpot.
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