The Office Coffee Company was established in 2011 by Richard Doherty and Jim Devlin who wanted to share their love of great-tasting, ethically sourced coffee with businesses around the UK. Initially, they used only traditional outbound methods to build their fledgling business but after realising the impact a good website and SEO could have on their lead generation activities, they decided to take a leap of faith and transition 100% to inbound marketing. Despite the tough recessionary environment, the company has grown from strength to strength over the past 4 years. It now employs over 12 staff and counts Mulberry, Abbey Road Studios and Diesel amongst its customers.
Growth in Traffic, Year on Year
Revenue Growth, Year on Year
SEO Ranking for Keyword
The Office Coffee Company is a provider of ethically sourced, high quality tea, coffee and refreshment consumables, as well as bean-to-cup coffee machines. The company now employs over 12 staff and counts Mulberry, Abbey Road Studios and Diesel amongst its customers.
The Office Coffee Company was founded by business partners Richard Doherty and Jim Devlin in 2011 after they identified a gap for coffee shop quality drinks in the office. Richard observed that there was increasing demand for quality drinks in the UK market and believed that businesses could boost employee morale and engagement if they provided them on site. Their solution involves providing both office coffee machines and ethically sourced tea and coffee supplies. They entered the competitive office beverage market during a time of recession but as Richard says, “if you can make a business model grow in that environment, you’re on the road to success.”
With a background in B2B sales, Richard was used to building a business in a traditional way via cold calling, qualifying businesses and appointment setting. Initially, the team began marketing their business through outbound telemarketing however, they knew this could only deliver a limited success that was not aligned with their vision for the business. They recognised that to succeed in their target market, businesses with 50+ employees in the UK, they would have to adopt more sophisticated and modern marketing techniques.
One of their first strategic marketing decisions was to invest in a website which would give visitors a sense that they were dealing with an established and reputable brand. Up until this point, the business was being wholly sustained by an outbound telesales team cold calling prospects. After seeing the impact the website was having on inbound enquiries, Richard and Jim decided to make a leap of faith and transition from an outbound model to a 100% inbound marketing model.
They hired a social media executive followed by an experienced marketing professional, and with their support, began blogging and improving their keyword ranking with some basic SEO activities. However, as Richard explains, “we were using a myriad of tools to ‘dabble’ in inbound but we had no guidance or a single platform to tie in all our efforts.”
Office Coffee Company
The Office Coffee Company turned to HubSpot to transform it’s fragmented and light touch inbound marketing efforts into a cohesive, effective inbound marketing strategy that could fuel the growth of their business. Having evaluated a number of solution providers, they ultimately selected HubSpot for its ease of use, scalability and standard of customer service offered. Richard says, “implementing HubSpot provided us with all the tools we needed to accelerate our inbound marketing process.”
As an early stage company, their primary goals were to build brand awareness and effectively capture leads. Using HubSpot’s keyword tool and page performance tools in tandem allowed the Office Coffee Company to optimise their search ranking with ease. Richard explains, “HubSpot helps us manage our SEO ranking in one platform and also see the results on a very clear dashboard.” Within 8 months of implementation, their site was ranked #1 on Google for ‘office coffee machines’. A delighted Richard says, “this made a huge difference to the volume of inbound enquiries we received and was a key juncture point for the company."
To attract more visitors, the team began blogging 4 times a month with HubSpot's blogging app. Richard says, “we knew that writing fresh copy that is interesting and engaging would get the Office Coffee Company more visits – we have a lot to talk about.”
With the fundamentals firmly in place, the team focused on converting those visitors into qualified leads. Using HubSpot’s landing pages app allowed them to gate their valuable content behind forms and build up a detailed profile of their lead database. This simple approach helped improve the effectiveness of the sales team in terms of prioritising who to follow up with and when. Consequently, the team are finding that over 70% of their leads that avail of a free onsite coffee tasting session are converting to customers.
The Office Coffee Company have also begun using the HubSpot CRM platform to help their sales team manage their deals and pipeline. Richard says, “We’re delighted with the HubSpot CRM. It’s intuitive and easy to use and it gave us visibility over deals and pipeline which are both very important. It’s a refreshingly simple system.”
Office Coffee Company
Since implementing HubSpot’s software, traffic to the Office Coffee Company’s website has increased 74% year on year, primarily through a huge increase in organic search referrals.
Adopting HubSpot has enabled the Office Coffee Company to grow at a rate of over 40%, year on year. Richard firmly believes that, without HubSpot, they would have struggled to achieve even half of this growth rate.
The Office Coffee Company now proudly count Abbey Road Studios, Mulberry and Diesel amongst their customers. The business continues to thrive and, to cope with increasing demand, they are planning on moving to a larger facility and employing additional staff over the coming months.
Richard couldn’t be happier with his decision to implement HubSpot. He says, “We’re really, really pleased. Thanks to HubSpot, we’ve hit and over delivered our business targets month on month.”
The Office Coffee Company
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