Marketing Update: Marketing Success Stories 3/2/12
This week on the Marketing Update, Karen Rubin and Mike Volpe discuss the 2012 state of inbound marketing, Lynton Web Solutions, Davidson Academy, ClearRisk, new Facebook Business Page, and being gross in your marketing.
Episode #190 – March 2nd, 2012
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On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
Anyone is welcome to come by the show to watch as part of the live studio audience – 4pm Friday
Welcome to the Boston HUG
Question of the day:
2012 State of Inbound Marketing
The report is based on a survey conducted in January 2012 of 972 marketing professionals.
Inbound leads cost per lead 61% less than outbound leads.
89% of businesses are either maintaining or increasing their inbound marketing budgets.
92% of companies who blog multiple times per day have acquired a customer from their blog.
65% of B2B companies report that they have acquired a customer through LinkedIn.
81% of businesses reported that their company blog is useful to critical for their business.
Marketing Takeaway: Use the data in this report to convince your boss and company to invest more in inbound.
Lynton Web Solutions – Internet Industry – B2B – Houston, Texas
Lynton Web Solutions is full-service marketing agency as well as a HubSpot Partner.
The way he has built his business – around a larger, fast growing company
Uses the HubSpot app and service marketplace to grow his business
Started the company as a teenager in 1999
Before working with HubSpot had between 2 and 6 employees, work was highly variable
Now they have 30 employees
Lynton Web is able to target far more educated marketing customers, a change that dramatically improved the productivity of their business.
406% increase in traffic
537% increase in blog reach
1033% increase in leads
?I would say our most qualified leads come from the service marketplace. For the vast majority of HubSpot customers, it?s the first place they look for vendors. So there?s a huge value in the reputation that comes with being a HubSpot certified partner. Since they?re already a HubSpot customer, they?re an educated customer, so our common ground provides this level of trust to immediately dive into deeper discussions.? Daniel Lynton, CEO Lynton Web
Marketing Takeaway: When you are trying to grow your business, think about partnership opportunities and attaching yourself to a larger, fast moving company.
Davidson Academy – Education – B2C – Nashville, Tennessee
Davidson Academy is an interdenominational, college-preparatory school serving students pre-kindergarten through 12th grade.
We talk a lot about marketing as if you are a business — steps, funnel
But you need to understand even as a school or non-profit – you still have a lot of the same stages and process to what you are doing
Marketing might be outreach instead of marketing
They might be potential donors or potential students instead of leads
But the process is fundamentally the same, and you need to figure out how to apply it within your business
19% lead to student conversion rate
783% increase in traffic
146% increase in leads
“Above anything, it?s the best value and ROI we?ve ever seen on our marketing dollars! Not only are our leads tangible and traceable, they have increased dramatically! There?s still so much potential for us that?s untapped?it?s exciting to see how many other ways we?ll be able to use it as we grow in our proficiency to help grow our school!? – Vivian Penuel, Director of Advancement, Alumni, and Marketing Davidson Academy
Marketing Takeaway: Your business might be different, but the process of marketing is fundamentally the same.
ClearRisk – Information Technology and Services – B2B – St. Johns, Canada
ClearRisk Inc. is an online provider of risk management solutions. They are dedicated to providing solutions that help the mid-market to reduce insurance premiums, claims, downtime, and other risk related costs.
Because they didn’t have a lot of tools to do things in marketing, they had to rely on the development team to get things done
This made it hard to respond and move quickly
It’s worth sacrificing some other things to get this flexibility
They had a limited understanding of where leads where coming from, so it was hard to see what was working and what wasn’t working
They had to manually do a whole bunch of tracking – no automated reporting
They couldn’t drive the car, because they couldn’t see where it was going
1560% increase in traffic