Strategic Group provides IT solutions to an astute buyer who is conscious of data security and privacy. As such, they needed to build brand awareness, trust and position themselves as leaders in the industry. However, they were buying lists, which made it difficult to build trust and reach their target buyer. They were also using a mish-mash of marketing tools, which made it difficult to measure any ROI or gain insights about their buyers. They began using HubSpot to create valuable content focused on their buyer, and have doubled their web traffic and seen a 10x increase in lead generation.
Increase in Website Traffic
Increase in Monthly Lead Generation
Strategic Group provides solutions and support for on-site server networks, and a complete server replacement cloud platform called VAULT. Providing IT support services to accounting firms since the mid 90s, Strategic Group has developed a deep understanding of both the line of business software (e.g. MYOB, APS, HandiSoft) and what is required to ensure delivery of these applications. VAULT has gone on to become Australia's most mature cloud computing platform tailored to Accounting Practices.
Prior to using HubSpot, Strategic Group’s main goals were to develop better brand awareness and promote themselves as experts in their field. They needed to reach their target audience and build trust with them.
However, they were using a slew of different tools, such as Wordpress, Buffer and Mailchimp, that were completely separate of each other. There was no way to bring the data they were gathering in each tool into one place and pull any insights from them. They had no idea what the ROI of their efforts were and had little-to-no valuable marketing metrics to build a strategy around.
Having used HubSpot at a previous company, Emily Gam, Marketing Coordinator at Strategic Group, knew they would be prime for making a shift to inbound marketing. They had been buying lists, but found it difficult to build any true brand awareness through this strategy. Emily’s goal was to use HubSpot to move Strategic Group to an inbound model, where they would create valuable content to foster brand presence, thought leadership and generate inbound leads.
Because their target persona is an astute buyer who is conscious of data security and privacy, Strategic Group had to build trust and establish themselves as trusted leaders early on in the buying process. They launched their first inbound marketing campaign to do just that. This campaign promoted their eBook “7 must ask questions when considering the cloud.” The eBook focused on educating their buyer on considerations for businesses looking to move to the cloud.
They began by developing a keyword strategy around the offer that would attract the right types of buyers to their site. They wrote blog posts to promote the offer, and used the SEO optimizer feature of the Blogging App to help their posts get found by the right people -- folks looking to make a switch to the cloud. Using the Calls-to-Action app in HubSpot, Emily was able to direct prospects to the eBook from blog posts, emails and the website, all while tracking the effectiveness of each CTA with analytics. She promoted the eBook using the Email app and the Social Media app to further extend the reach of the content. Using the Campaigns app, she was able to tie all of these assets and efforts together in one place. This made it easy to track the effectiveness of this eBook in driving visitors and contacts through organic traffic, ranked keywords, social media and email. Having this singular view also allows her to quickly identify problem areas in a campaign as it’s running.
“HubSpot has given us invaluable insights into our marketing. We can now monitor what is working, change up our campaigns and make informed decisions."
Strategic Group has been able to increase the conversions on their offers by using progressive profiling, a feature that allows them to keep their forms short for first time converters, and continue to ask more questions the next time they convert on a form. “Progressive profiling allows us to gradually ask more questions without scaring away the prospect. The more info we ask, the more qualified a prospect becomes and our salespeople can structure their calls better.”
Emily also uses the Email and Workflows apps to promote content to their database, and nurture leads with valuable content that helps build trust and maintain the relationship throughout the research and decision-making phases of their buyer’s journey.
“My favourite HubSpot tools/features are email, blogging and workflows. The email and blogging tools are straightforward and easy to use. They help us to stay on message and encourage me to use the correct keywords and SEO. The workflows are a powerful automation tool which allow us to keep our prospects warm and in the pipeline. They allow us to send relevant content to each prospect and save us time!”
Using the inbound marketing methodology and the HubSpot platform in conjunction with one another has helped Strategic Group to double their website traffic in just 3 months. Because they’re getting more qualified traffic to the site and are developing conversion paths to valuable content, they’ve also seen their leads generated per month increase 10x in this time.
“Modern consumers are smarter and much savvier when it comes to marketing and they demand more of their brands. Inbound Marketing and in turn, HubSpot, allow us as marketers to deliver that value to consumers.”
Having all of their tools in one place with HubSpot has allowed Emily to better understand the ROI of her marketing efforts. The insights she has today also allow her to market in a more agile way that supports the needs of Strategic Group’s prospects and customers.
“Through all the marketing data we now have access to, we now know which marketing strategies are working. It also allows us to implement smarter and more relevant campaigns. We can see what content is resonating best with our potential customers and we are able to produce content and offerings that we know are valuable to them.”
“I think there’s a huge opportunity for inbound marketing here in Australia, from what I’ve seen it’s something that is being adopted here quickly. Inbound marketing has taught me to really see from the consumer’s point of view and always be focusing on adding value to content. We have to remember what benefits are important to our potential customers, not just us.”
Though making a large shift in a company strategy can be worrisome, Emily knows firsthand the support and benefits of doing so with HubSpot, being a two-time repeat customer. “HubSpot’s ongoing support is excellent, the whole on boarding process was easy and it’s been great having regular meetings with our customer success manager.”
Along with the success at her companies that have used HubSpot, Emily tells other marketers how inbound marketing and HubSpot have helped her continue to evolve her career. “Because Inbound Marketing is still a relatively new concept, using HubSpot has allowed me to gain sought after skills and experience. It has also allowed me to stay up to date with the latest developments in Marketing and I feel like I am very aware of changes happening across digital marketing.”
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