PMG had an online presence, but their internal strategy was scattered across multiple platforms. They had a CMS, another tool for analytics, and couldn't unify any of their efforts or results. The majority of their customers came from word-of-mouth referrals. PMG needed to find a way to replicate this word-of-mouth success in the digital space.
increase in monthly online leads
increase in monthly organic web traffic
qualified lead generation
Precision Marketing Group (PMG) is a small business marketing company providing marketing services specifically designed for and targeted to small to mid-sized entrepreneurial firms. We sat down with Principals Susan LaPlante-Dube and Maureen Condon to discuss how PMG has transformed its marketing and generated 5x more monthly website leads with HubSpot.
Prior to using the HubSpot software, PMG did a lot of networking with professional organizations and took advantage of speaking opportunities to achieve business growth. The company was generating some leads from its website, but the bulk of customers PMG acquired came from word-of-mouth referrals.
PMG's greatest challenge was in managing the information about its online presence, which was scattered and divided across multiple platforms. With its content management system (CMS) in once place and analytics tool in another, managing the company's presence was difficult, slow-moving, and accessible only to PMG's principals. "There are only so many hours in a day," noted Susan, "and we really wanted to make sure we were present where people were looking for services ... make it easier, and fill the pipeline faster."
Through use of HubSpot's integrated software tools and CMS, PMG has been able to transform its marketing activities and achieve a cohesive brand image that can easily be managed using one single platform and by multiple team members.
Among the team's favorite HubSpot applications are the Blogging Tool, which helps them to quickly and easily create well-optimized blog posts, and the Social Media Tool, which allows them to easily monitor and participate in online conversations happening about PMG's industry and key terms on various social media networks, sites, and blogs.
PMG also loves how much easier the Landing Page Tool makes it to create landing pages for each of the company's marketing activities. The team also regularly utilizes HubSpot's Marketing Analytics tools, which present data in an easy format to enable them to track progress and make a difference.
"One of our core competencies as an agency is our content creation," says Maureen. "We're excellent at creating great content, and HubSpot makes it easy to do that."
Most notably, use of HubSpot and inbound marketing has enabled PMG to produce the following results:
"We can count on our website to generate a lot of qualified leads for us," emphasizes Susan, "which really does free us up to choose very strategically what other kinds of marketing we're going to do."
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