HubSpot Case Studies

MarketingProfs covers the success of HubSpot customer Brent Leary of Business Technology Radio and CRM Essentials.

Read the full article: How a Consultant's Internet Radio Show Led to New Business, New Sources of Revenue.

Article Highlights

• HubSpot proved particularly useful to Leary by letting him know which keywords users were entering into Google in order to find his radio show, businesstechnologyradio.com.  That allowed him to tailor his content to make it as appealing as possible for a larger online audience.
• "It would take just one week for us to show up higher on Google searches.  We would see traffic grow by 50% month on month," Leary said.
• Moreover, his two-person consulting company has received some assignments from large corporations that might not have come about without the exposure from the business radio program.

"I had been doing SEO (search engine optimization) all wrong when I came to HubSpot, trying to optimize my site for the wrong keywords. With HubSpot, I'm now able to see the words people are actually using to find my products and services. I'm able to see which words have the greatest search volume in search engines and how difficult it will be for me to get on the first page of search results for that term, helping me choose the right words to optimize my site around. Over time, I can track my current rank and how that changes and how many people visit my site after searching for that term. HubSpot has helped me be a lot smarter about how I optimize my site and track my progress."

-Steve Douglas, President & Creative Director, The Logo Factory Logo Design

"We love the usefulness of the tools and how intuitive the user interface is. HubSpot helped us make real changes and our WebsiteGrader score jumped 17 points in less than two weeks just by grabbing the low-hanging fruit. We're finding a salient increase in people discovering our on-demand sales knowledge application through search engine activity."

-Karen Cegalis, Webmaster, Kadient

"It was very important to us to get feedback from people who understood what a successful blog is and HubSpot helped us with that."

About Tizor

Tizor is a data auditing and protection company based in Maynard, Massachusetts. Tizor provides core data security and compliance solutions to large, Global 2000 companies. Founded in 2002, Tizor now has about 40 employees and is a front-runner in the data auditing industry. Joyce Bartlett has served as Director of Marketing Communications for the past four years.

Challenge

Prior to purchasing HubSpot, Tizor had been thinking about ramping up their Internet marketing efforts with a blog but had been concerned about the time commitment required. Their search engine optimization (SEO) firm as well as HubSpot founder and CEO, Brian Halligan, encouraged Tizor to make the commitment to start a blog, citing the benefits to SEO, PR, and lead generation.

Solution

Once deciding to make the commitment to start a blog, Tizor did a lot of shopping around for different blogging solutions. What they noted is that what did not come with any of the technologies was the advice they needed to get their blog started on the right foot and to continue to optimize their blog. Tizor chose HubSpot because of the advice they received on how to use the blog to meet their SEO and other business goals.

"One of the things that we really liked about the HubSpot product is that it was very easy for us to go in and take care of things ourselves right away," explained Joyce Bartlett. In addition, the HubSpot team provided continuous coaching and tips along the way to make sure Tizor was taking advantage of their blog's full potential. "I felt at one point like HubSpot was definitely part of the blog," Joyce said. "It was actually a wonderful thing for us because there was a lot of advice along the way as we were getting the blog going," both technical and strategic advice, including what kind of content, timing of posts, and other tips for successful blogging. HubSpot's focus on measurable results appealed to Tizor and HubSpot continues to analyze Tizor's success and offer tips to better reach their business goals.

To date, Tizor has published over 50 well-received blog posts. The blog helps drive traffic to their main website, and these visitors come in with a more positive impression of the company and its products. The blog content is purely informational and does not promote Tizor's products. Starting the conversation without a product pitch, Joyce reports, helps predispose visitors to have a more positive reaction to the sales and marketing content on their corporate site. Plus, Tizor CTO and primary blog author receives emails directly from blog readers, initiating a dialogue. In addition, Joyce asserts their blog acts as a great PR tool, and they have received numerous positive comments from journalists and bloggers in their industry.

Results

• Written over 50 well-received articles for the blog
• Blog posts help educate potential customers and partners about data auditing protection
• Received positive comments on their blog from journalists and bloggers in the industry
• Blog posts instigate conversations between the CTO and potential customers

Visit Tizor on the web at www.tizor.com

More information on the HubSpot inbound marketing system can be found at www.HubSpot.com 

Small Business Computing covers the success of HubSpot customer Vocio's success with the HubSpot inbound marketing system.

Read the full article: HubSpot: The Evolution of Marketing

Article highlights

• Vocio has seen a "dramatic" uptick in site visits...  Visits jumped from five or six a week to 30 or 40 after Huelsenbeck renovated the site and executed the HubSpot methodology.
• The company for the first time landed a customer that came to it through the Web site...  "That one customer alone will generate tens of thousands of dollars in revenue for the year," Huelsenbeck said.  "So the [percentage] return on investment to get that client, even if it was the only one we got [this year], is in the hundreds or thousands."
• Rather than paying hunters to go out and find prospects, he now invests that money in cultivating his Web presence to attract prospects...  "With the same amount of money direct to SEO and PR [as we're now spending on outbound marketing]," Huelsenbeck said, "I expect we'll see four to ten times the return on investment."

"Since signing on with HubSpot, traffic to our blog and number of subscribers has more than doubled. Our blog now draws a lot of great traffic and ranks on the first page of Google results for a couple dozen of our top keywords."

-Brian Gladstein, Director of Product Marketing, Bit9 Application Control

"I love the HubSpot software. With just a little page optimization I've already gotten great results and my traffic and keyword rankings continue to improve steadily. I'm about to sign a deal from a company that typed in one of our top keywords for which we are now the #1 organic result, thanks to HubSpot! That one deal will pay for all the money spent with HubSpot three times over. On top of that, the support is incredible. The HubSpot team had dedicated their time, even at off hours, to get my site up and optimized. The application is great, but it's the people that make this company stellar."

-Noel Huelsenbeck, President, Vocio Telecom Expense Management Software

BtoB Magazine covers the search marketing success of HubSpot customer, Objective Management Group.

Read the full article: Search optimization helps blog drive traffic.

Article highlights

• HubSpot's first order of business was to optimize both OMG's blog and Web site, and set up a mechanism to track visitors.
• The tracking gave Kurlan the insight he needed to determine which topics were of interest to potential customers and which were falling on deaf ears.
• "One third of our traffic is coming from the Google search engine, and [HubSpot] optimized our site so that we show up in the first page of search results," Kurlan said. "The search traffic we're getting from Google has been increasing exponentially."
• With HubSpot's involvement, OMG's business is booming.  Page views on the blog jumped from an average of 800 views a month to 5000 views every month.  In addition, with the tracking tool, OMG has learned that its blog generates a whopping 25% of the traffic to its corporate site.

"I've seen traffic grow from about 800 visitors per month to over 5,000 per month and leads grew from about 15 per month in the second quarter to 70 per month in the third quarter."

About Objective Management Group

Objective Management Group (OMG) is the pioneer and industry leader in sales force evaluations and sales candidate screening. Dave Kurlan, CEO and Founder of OMG, is a sales strategy and management consultant and author of "Mindless Selling" and "Baseline Selling: How to Become a Sales Superstar By Using What Your Already Know About the Game of Baseball."

Challenge

Before moving to HubSpot, OMG had a traditional static website and a blog hosted on Blogger. The Internet was not a tremendous source of business for them; their blog was primarily an avenue to express thoughts and opinions and not used as a traffic or lead generation tool. When they did generate leads online, they only received their names and email addresses but rarely any more intelligence. Their primary source of new business was through their network of resellers, and so the company focused on finding new resellers, mostly by word of mouth, and generating a few leads for their resellers to follow-up on.

Solution

HubSpot helped optimize both OMG's company website and blog. "Since I began working with HubSpot," Dave Kurlan of OMG reports, "I've seen traffic grow from about 800 visitors per month to over 5,000 per month and leads grew from about 15 per month in the second quarter to 70 per month in the third quarter." Dave also reports that "the search traffic that we're getting from Google now has increased exponentially." Google search traffic now accounts for 1/3 of their overall traffic and the company site is positioned well for their key phrases, including "evaluating sales force," "sales force objectives," and "sales competencies."

HubSpot taught Dave about search engine optimization, how the search engines work, how to capture more leads and more intelligence around those leads, allowing OMG to leverage the Internet to generate more business. OMG learned how to optimize their blog in terms of titles, content, and how this tied into what attracted the prospects they wanted. Dave has published over 260 articles on his blog and received a total of over 500 comments, many of which turned into leads.

Overall OMG spends little time and money each month to generate a large quantity of website traffic and high quality leads. Dave spends thirty minutes every evening checking into his HubSpot tools to see how his website is progressing and to find what else he can learn and improve. He sees clear results in his HubSpot analytics graphs - "We not only can see the business that we're getting as a result of the small investment in HubSpot, but also as a result of the investment we make in other events," providing what Dave calls a "double return on investment."

Results

• Increased website traffic 6 fold in 8 months, from 800 to over 5,000 visitors/month
• Leads generated increased from 15 leads/month in March, April, May to 70 leads/month in August, September, October
• Google search traffic grew from 200-300 visitors/month to nearly 1500 visitors in October; organic Google search traffic now accounts for 25-40% of overall website traffic, versus only 10% in August-October 2006
• Now ranks on the first page in organic Google results for key search terms, including "evaluating sales force," "sales force objectives," and "sales competencies"
• Has over 120 RSS subscribers and 50 email subscribers for his blog, has written over 260 articles and received a total of over 500 comments on his blog articles

Number of leads generated increased, as did the conversion rate of website visitors to leads

Traffic from Google search increased and now accounts for 1/3 of overall traffic

Visit Objective Management Group online at www.objectivemanagement.com

Read the press release here: Objective Management Group Increases Internet Traffic and Leads More Than 350 Percent Using HubSpot

More information on the HubSpot inbound marketing system is available at www.hubspot.com.