As Phase 5 Group launched a new product in the fall of 2014 called EON, they were challenged with how to build an audience for a powerful, yet virtually unknown product. EON is the only platform in the world that aggregates and integrates strategy setting, project management, best practices implementation, and performance analytics into one holistic software solution. But, as a new product to the marketplace, many potential clients are unaware that this kind of solution exists. The company turned to SmartBug Media and HubSpot’s all-in-one marketing platform to create a space for their product that educated potential clients and drew the right audience to them.
increase in leads
within first 3 months
increase in traffic
within first 3 months
increase in visitor-to-lead conversion rate
within first 6 months
Phase 5 Group has extensive experience in helping companies deploy transformational and sustainable continuous improvement programs across highly distributed manufacturing environments. It has provided tools, solutions, and expertise to some of the world's leading companies to maximize the value of their structured CI programs. Phase 5 Group built EON, the world's first continuous improvement management platform, to help companies manage broad-based CI deployment.
Initially Phase 5 Group started with traditional and interruption-based marketing. Cold calling became the center of their lead generation efforts. “We were small, so no one was calling us and asking for the software. We basically cold called and hoped we were reaching the decision maker at the right time,” says Brian Wilkins, Senior Director of Business Development at Phase 5 Group.
Wilkins knew they needed to try something new. He started by redesigning the web site to highlight the product more prominently. The next step involved dabbling in social media outreach but there was little data to prove that the tweets and posts they were spending so much time on were actually bringing leads to the table. Additionally, if they did get a lead from their social media campaigns, it was difficult to bring the lead closer to a qualifying phone call. Realizing this, Wilkins did a bit of research in an effort to learn more and seek an alternative approach.
After searching online for solutions to EON’s lead problems, Wilkins discovered HubSpot. He began to read about the software, the solutions it provided, and how inbound marketing was the new way to enter a marketplace. Over several weeks Wilkins absorbed information and ultimately decided that HubSpot and an inbound marketing strategy was the right solution. “Ultimately, after getting engaged in their process, I realized that the inbound approach HubSpot was taking worked on me. That’s what convinced me that I needed the software and needed to figure out the right way to implement the strategy” However, being resource constrained (time and know-how), Wilkins realized Phase 5 Group would need help. He sought out HubSpot Partner agencies through the HubSpot Marketplace and called SmartBug Media first due to its five-star rating.
Senior Director of Business Development
Phase 5 Group
Wilkins initially planned to call three or four agencies before making a decision to which partner to hire. He viewed the HubSpot Marketplace and made a list of who to call. SmartBug Media was first on the list due to their high number of 5-star ratings. “After speaking with Ryan Malone, CEO and Founder, it was clear SmartBug Media was the right fit for EON. Wilkins explains, “He just got it. Then I heard that the team consisted of past HubSpot employees, and that further solidified my confidence in the team,” SmartBug Media facilitated the purchase of HubSpot for Phase 5 Group and started to incorporate the software into the website right way.
Once HubSpot was configured, a senior inbound marketing consultant, Andrew Macey, was assigned to the project to lead the strategy for EON. Working side-by-side with Wilkins, Macey was able to build a robust playbook around monthly campaigns to build reach and qualified leads for Phase 5 Group and the EON software.
“Phase 5 Group’s EON is solving a critical problem within the CI industry,” said Ryan Malone, founder and CEO of SmartBug Media. “We’re happy we could deliver a robust inbound marketing strategy that contributed such immediate results.”
Through SmartBug Media’s full-service inbound marketing solution, Phase 5 Group was able to achieve results that surpassed expectations.
Within the first three months of implementing the new inbound marketing system, Phase 5 Group has seen an increase in leads by 42X and an increase in unique website visitors by 4.5X. The total visit-to-lead-conversion rate has also increased by 4X in less than 6 months.
“We saw new leads within the first month of working with SmartBug Media. We now have hundreds of leads and our sales process has changed to accommodate the surplus of knowledge we’ve obtained about the leads through HubSpot intelligence. The conversation is now ‘I noticed you download this ebook. How can I help you solve that problem?’ rather than going in blind,” said Wilkins of his initial results.
Additionally Phase 5 Group has reported the following benefits:
Lead quality has increased significantly and the knowledge of who is engaging on their site has been instrumental in the sales tactics taken by the company
The team is learning about new industries they hadn’t considered before do to the marketing campaigns they have implemented thus far
Lead to customer rate is increasing significantly
“We would be nowhere in inbound marketing without the partnership we have with SmartBug Media. We needed someone that knew the space and that could learn the ins-and-outs of our business. SmartBug Media has consistently succeeded in both areas.”
Now that Phase 5 Group has seen the effects of inbound marketing, they are using their findings to be more targeted in their traditional marketing efforts, including the messaging. The team would like to use their lead intelligence to improve attendance at conferences and for following up with attendees after the event. The team is also exploring HubSpot's Wistia video marketing integration to leverage video content to expand their audience interest and go after new markets.
SmartBug Media will be help provide insights into which new markets are the most beneficial to target and define which content should be leveraged or created to help achieve future goals.
Wilkins would like others who are in a similar situation to know, “If you’re not doing inbound marketing today, get on it. It works. SmartBug has been instrumental in implementing the process; if you want to succeed, hire a partner like SmartBug who can own the process for you. Speed of execution is critical and SmartBug fit the bill and delivered on it. They get it done right the first time around. Why try and reinvent the wheel yourself?
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