After the economic downturn in 2008, Yoh's marketing budget took a big cut. They decided to look for a way to accelerate their online marketing activities and found their solution in HubSpot’s inbound marketing platform. It helped them reach more potential buyers, nurture them in a personalized way, and ultimately turn more leads into customers.
increase in monthly website visitors in 6 months
increase in monthly website visitors in 2 years
revenue from new inbound customers in past 18 months
Yoh covers the diverse talent and workforce management needs of its clients by offering services including technology staffing, recruitment process outsourcing (RPO), managed services (MSP), statement of work (SOW) management, independent contractor compliance and payroll management. They serve over 800 clients across the globe, including some of the world’s largest companies like SAP America. Yoh operates from 75+ locations throughout North America and the United Kingdom. Yoh is a Day & Zimmermann Company.
Topics: SEO, Lead Nurturing, Marketing Automation, Lead Generation, Landing Pages, Video, Calls-to-Action, CMS, Revenue, Business Services, Recruiting, Marketing ROI, keyword, Keywords, COS, Smart Content, Content - Page Manager, Campaigns, website traffic, Personalization, Enterprise, PA, Brand Awareness
Before implementing HubSpot, Yoh used traditional marketing methods. They knew they were missing out on opportunities to grow their brand and their business. Matt Rivera, Vice President of Marketing and Communications for Yoh, says, “It was all reactive. Our website was a brochure. So we started looking for a way to differentiate ourselves.”
But their budget had been reduced after the economic downturn in 2008. “Rather than saying we don’t have enough resources, we decided to say that there has to be a way to accelerate our marketing in a way that makes sense. We wanted to know what concepts and technologies were out there that would give us that kind of leap. That’s how we first learned about inbound marketing.”
So Yoh started to try different SEO strategies with the keywords they thought were most relevant. They implemented a blogging platform and started to blog almost daily.
But their results were falling short. They were gaining a little traction with more visitors to their website, but they weren’t getting meaningful traffic or capturing that traffic as leads. “We didn’t have [our blogging and SEO tools] well connected to our website so it wasn’t integrated whatsoever. We were not providing any calls-to-action or anything that would convert a visitor to a lead or customer,” says Matt. He describes this challenge further, “You could see the number of clicks and page views but you didn't have any other info - who they are, where they’re coming from - or a way to let them say ‘I’m interested in this and I want to have a conversation.’”
Ultimately, this meant that their marketing activities weren’t having enough business impact as they could have.
Matt started to consider software solutions to help accelerate Yoh’s online activities. When he discovered HubSpot, he knew it would help them drive more results in a cost-effective way. “When you have limited resources that kind of marketing automation is great because it allows you to maximize what you’re doing,” says Matt.
Vice President, Marketing & Communications
Yoh’s first goals while implementing HubSpot was to get the right potential buyers to find and engage with them. They realized that their SEO and offers strategies were flawed. Matt says, “We thought we knew what people were looking at, but we really didn’t. And it’s a moving target. So you need a dynamic platform and a way to keep up with that.”
HubSpot’s Keywords tool helped them realize that they weren’t optimizing for the right keywords to get found by potential buyers. For example, they had been focused on “RPO,” the acronym for “recruitment process outsourcing”: a term that they commonly use internally. But discovered that people searched for terms like “talent acquisition” more often and generally write out “recruitment process outsourcing” when conducting a search. Matt says, “This broadened our thinking of how we market our business. We were limiting ourselves because there is a far greater audience looking for better recruiting strategies then we were aware of.”
Now potential buyers are finding them online and find very engaging content on the topics that matter to them, in the form of whitepapers, infographics, and ebooks. They use HubSpot’s Landing Pages tool to capture people’s contact information and have turned their website into a true lead generation tool.
Yoh next started to create lead nurturing campaigns to capitalize on the success of their demand generation activities. Matt describes an example of a campaign that was prompted by a workforce trends study they published soon after implementing HubSpot. The offer got a strong response with a 15.6% submission rate, so they followed up with a webinar and then additional content to keep that conversation going. “It was the first time we saw how to run a campaign and keep a sustained lead nurturing initiative going.”
Vice President, Marketing & Communications
After three and a half years as a HubSpot customer, Yoh migrated their website to HubSpot's Content Management System (CMS). They had been looking for a way to provide different content to returning website visitors, based on the context they knew about them. They’ve started to use smart CTAs to provide a more personalized online experience to their prospects and customers.
Yoh worked with a HubSpot partner, Element Three, for their website redesign. Matt says, “We established a relationship with Element Three because they had same vision for creating an overall brand and they are in the inbound camp.” Yoh created all of their own content but partnered with Element Three on their brand strategy and relied on them for the website redesign.
Today, Element Three continues to provide strategic leadership, but makes less than half of the updates to Yoh’s site. Yoh expects to make even more of the updates on their own over time because they find the CMS very flexible and user friendly. They change out content frequently, manage the blog and create CTAs.
Matt says, “The CMS allows us to make changes very quickly - we can try some things and experiment a bit. It also allows us to react quickly to things we’re doing.” They now update the front page of their website every month. Prior to that, they only updated it about once a year because even minor changes had required IT resources.
Matt credits Yoh’s marketing success in the past few years to their inbound marketing strategy. "Inbound is the place to be and where everything is going - it allows you to connect one-on-one with prospects and leads. HubSpot helps you execute without thinking about how to bring it all together."
Their success shows in the numbers. Yoh saw early results with a 29% increase in monthly website visitors within 6 months, which jumped to a 122% increase within 2 years. And the results appear in the bottom line – Yoh attributes $50 million in revenue from the past 18 months to new customers who were found and closed through inbound marketing.
Matt describes the integrated nature of HubSpot’s platform as what makes it so powerful. “The secret to HubSpot and inbound is the integration - having the ability to think about all of the different aspects of your marketing plan and execute them from one platform.” His advice to anyone looking at CRM or email tools without a full inbound platform is this: “If you’re not thinking about the other pieces, you’ll miss something. HubSpot helps you execute without thinking about how to bring them all together.”
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