The Whole Brain Group is a premier marketing firm based in Ann Arbor, Michigan. Before partnering with HubSpot, the firm relied on project-based work that varied month-to-month with an ROI that was difficult to prove. CEO and Head Brainiac Marisa Smith decided to leverage HubSpot’s inbound marketing methodology to considerably grow the firm’s retainer client base, increase revenues, and demonstrate ROI with hard numbers.
increase in Revenue
since April 2012
increase in retainer revenue
since April 2012
increase in monthly traffic
since April 2012
The Whole Brain Group is committed to helping growing businesses develop and execute digital marketing plans that complement their strategic visions and provide measurable results. The Ann Arbor, Michigan-based marketing firm functions as a virtual marketing department for its clients, providing web design, development, social media, content, and inbound marketing expertise with a strong focus on delivering measurable results.
The Whole Brain Group (WBG) brings a whole lot of expertise to the table. Since 2002, the firm has grown from a custom software company to a full-service marketing and technology firm providing expert guidance and innovative marketing strategies for award-winning clients recognized by FastTrack, Michigan 50, and Inc.
However, the firm quickly learned that expertise and experience get a huge boost with the tools needed to tie all the activities together and demonstrate their business value.
“We used to spend a lot of time piecing together reports and logging in and out of a bunch of different systems to complete even basics tasks,” says The Whole Brain Group's CEO & Head Brainiac, Marisa Smith. “Using that many different systems made it really tough to show ROI on marketing efforts because it was hard to tie marketing and sales activities together.”
Frustrated with the up-and-down revenue roller coaster and predominantly project-based work, Marisa knew something had to change. In response, The Whole Brain Group set out to find an all-in-one marketing solution that would bring all the pieces of the marketing funnel together to more effectively execute campaigns, simplify marketing operations, and provide concrete metrics as that proved value to its clients.
CEO and Head Brainiac
The Whole Brain Group
Partnering with HubSpot fundamentally changed The Whole Brain Group's business. Marisa says that HubSpot’s fully integrated suite of applications means her team can now spend less time on administrative tasks and give more attention to higher value strategies and content activities that impact WBG’s clients' businesses. And while apps like Social inbox, Workflows, CTAs, and Landing Pages make delivering outstanding work to clients easier, the software itself isn’t necessarily where Marisa sees the most value in the HubSpot relationship.
“Partnering with HubSpot completely redefined our marketing methods and the way we look at our business,” she says. “It was a seismic shift that taught us how to profile our ideal customers, refine our messaging, and change the structure of our entire sales and project management methodology.”
Supported by dedicated HubSpot consultants and the innovative “Marketing Together” partner initiative, The Whole Brain Group crafted a three-year vision plan to map out its course to success and identify all the potential obstacles the staff might face. Now, Marisa’s team has a clearer view of how all aspects of their marketing operations fit together.
“The thought leadership of HubSpot’s team has challenged us to think about how to target and personalize messaging, align our sales and marketing, and integrate data and reporting,” she says. “Considering all of those things when developing and executing the content strategy for ourselves and our clients has been key to our success, with the HubSpot software driving the whole thing.”
- CEO and Head Brainiac
Since partnering with HubSpot, the Whole Brain Group has enjoyed a 300% lift in web traffic. As a result, the firm has boosted its overall revenues by 60%, increased retainer client revenues by 600%, and loaded its funnel with a steady stream of work.
"We used to worry every month about the project roller coaster. Now, our major concern is managing our workloads because we have as much as 60% of work pre-sold every month. It’s a much better problem to have," Marisa says. “It’s a remarkable turnaround.”
The agency isn’t the only one reaping the rewards of its successful inbound marketing programs. WBG clients have enjoyed similarly impressive results. Deque Systems, for example, increased its lead volume by more than 200%, resulting in increased revenue and a spot on the Inc. 5000 list in 2013.
Meanwhile, Total Security Solutions grew its revenue by more than 125%, prompting CEO Jim Richards to credit a large portion of the company’s growth to the higher quality of leads coming in from WBG programs. They also landed a spot on Inc. 5000 list for the first time in company history in 2014 due to their success.
Given these results, it’s not surprising that Marisa is eager to continue expanding The Whole Brain Group's use of HubSpot offerings internally and introducing the powerful all-in-one platform to more clients.
“HubSpot has done a tremendous job of developing a powerful marketing platform and building a supportive community around how to use it,” she says. “They’ve guided us each step of the way, taking us from complete newbies to seasoned experts in a few short years. Now it’s so easy for virtually any kind of business to reap the rewards of a data-driven inbound marketing approach, there’s really no reason not to try.”
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