Founded as Slingshot SEO in 2006, Relevance soon grew from five employees to 120 and pivoted from a SEO company to a full-service digital marketing agency with a publication and events division. Consulting for enterprise-level clients required a serious marketing automation platform that was also easy to use. After struggling with other technologies, Relevance switched to HubSpot, where it’s been smooth sailing and increased leads ever since.
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Relevance is one of the industry’s foremost sources of thought leadership in the realm of content marketing and promotion strategy and is home to a cutting-edge marketing agency. Companies of all sizes, in a number of industries and verticals turn to Relevance for data-driven approaches to content strategy, digital marketing, and analytics services as well as a host of virtual and in-person events that connects marketing leaders and practitioners with the most advanced strategies and tactics for navigating the complex digital landscape.
With all the buzz around inbound and digital marketing these days, companies spanning virtually every industry and vertical are turning to Relevance for the best advice, proven strategies, and end-to-end marketing campaigns that drive results.
The digital marketing agency and publisher of one of digital marketing’s leading publications is also one of the thought leaders in today’s digital marketing landscape. With more than 60,000 subscribers to its Relevance publication and scores of agency clients including some of the biggest names in tech, Relevance needed a modern marketing infrastructure to keep up with its growing business and continue to deliver the business value its customers had come to know and love.
The team had previously used a mix of leading technologies such as Salesforce and Marketo to support their efforts. However, the user interfaces weren’t intuitive, lacked a modern feel, and required a full-time resource to manage the integration, which left the team without enough people to handle daily responsibilities.
“Our previous set up was bulky and required a lot of time-consuming manual processes that impacted our productivity and effectiveness,” says Relevance’s Lead Generation Specialist, Will Boeckmann. “We needed to find a new, user-friendly solution to streamline our processes, support our business development efforts, and deliver high-impact content and services to our customer base.”
Lead Generation Specialist
Relevance derives a vast majority of its revenue through its agency operations. Aiming to keep the powerhouse division performing at peak levels, the company turned to HubSpot's inbound marketing software to support the team’s ability to continually produce large volumes of thought leadership content and deliver on its weekly goal of 30 qualified inquiries.
In addition to having a long-standing relationship with top executives and getting recommendations from influential marketers, Relevance chose HubSpot for its short learning curve, powerful automation, and fully integrated suite of business-driving apps.
The intuitive integrated marketing platform is a boon for a time-strapped team. With just a brief onboarding period and self-paced training videos, team members can get up to speed on all the important features and functions they need to do their jobs more effectively and efficiently.
“HubSpot is a one-stop solution that allows us to scale to the needs of our business without having to add on pieces to the stack or dedicating a resource to managing it,” Will says. “More importantly, it’s a competitively priced solution that gives us all the tools we need to effectively manage the entire marketing funnel from end to end in a single solution.”
Relevance marketers use HubSpot’s Landing Pages and Calls-to-Action apps to optimize promotional efforts for website content downloads such as e-books and reports with personalized messaging and custom forms that drive conversions and qualified inquiries for the sales team.
From there, custom workflows designed with HubSpot Marketing Automation and powerful segmenting capabilities in the Email app enable the team to automatically deliver highly targeted, personalized communication to nurture nascent relationships with interested prospects and measure the effectiveness all of their marketing efforts from a single dashboard.
Meanwhile, the Analytics app provides valuable insights around lead sources--common referring sites, inbound links, and other avenues for customers arriving at the site—giving the team added visibility to focus more of its attention and resources toward addressing the highest-performing referral sources and maximize returns. Once it’s all tied together with HubSpot CRM, Will’s team has complete full-funnel visibility and can manage every communication with prospects all from the same system.
- Will Boeckmann
Adopting HubSpot has simplified Relevance’s customer-facing marketing communications and brought the marketing team some much needed agility in its daily activities.
“In the past, there wasn’t a way to track and analyze visitor behaviors or understand why some deals didn’t close,” Will explains. “With HubSpot, we can see where deals are lost and also track which content is consumed—exactly the kind of data we need to continuously improve the online experience and nurture the relationship all the way through the completed sale.”
Now, the ability to transform actionable intelligence into informative, interesting content such as the Beginner’s Guide to Google Analytics and the Media Buyer’s Guide to Sponsored Content Guide help fill the company’s pipeline with interested prospects and qualified sales opportunities—as many as 1,200 downloads in a single day.
“The content we’re putting out is returning on average 150 inquiries per week and converting more than 20% into MQLs,” Will says. “By unifying marketing campaigns, customer relationship notes, and analytics with HubSpot, we’re also able better align the company’s sales and marketing teams, resulting in an approximate 500% increase in engagements per month for our sales team.”
For Relevance, the future lies squarely with HubSpot. Will affirms this because the HubSpot can deliver huge traffic and results with use by a small team. The entirety of Relevance’s leadership sees how HubSpot can quickly become essential to any team, both for its ease of use and the value it adds to any business.
“The HubSpot platform is baked into our marketing strategies and I simply can’t imagine operating at this scale without it,” Will says. “This is a software that lets a small marketing team like ours produce at the same level as one with substantially more money and people.”
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