Binsfeld Engineering Inc.

HubSpot Marketing Case Study

Delivering Serious ROI With a Full-Scale Inbound Marketing Strategy and the HubSpot CRM

At a Glance
In Q1, our inbound marketing strategy drove the following results for Binsfeld Engineering Inc.:

%

Increase in Total Sessions

%

Increase in Organic Traffic

%

Increase in New Contacts

New Customers

Overview

A variety of B2Bs, especially manufacturers, struggle with inbound marketing. Their products are highly technical, and there aren’t many resources available that provide the tools and training industrial manufacturers need to start drawing in qualified leads. As a B2B manufacturer, Binsfeld Engineering was struggling in the way that many in the industry do. They knew they needed to up their marketing game, and SEO was top of mind, but they weren’t sure how to implement it.  

The Challenge

Building an Inbound Marketing Strategy from the Ground Up.

Binsfeld Engineering had done their due diligence. They knew they needed a CRM, and they’d decided inbound marketing was the best way to go. HubSpot was a natural fit. But, they’d never used the tool before, and they were brand new to inbound marketing. They needed to build a complete inbound marketing strategy on a new CRM. Evenbound had the industry experience and the HubSpot savvy to help.

The Solution

Developing an Inbound Marketing Strategy Designed to Hit Every Point on the Flywheel

Binsfeld didn’t have a marketing strategy. They’d tried different advertising tactics and would occasionally publish content, but this would be their first foray into inbound marketing. The Evenbound team knew we could implement a multi-faceted inbound marketing strategy that would tackle every stage of the flywheel. 

What made our approach most effective was that we set specific traffic, lead, and new customer goals before we began implementing strategy. We knew that by setting goals upfront, we could move forward with a targeted, specific strategy that would deliver the results Binsfeld Engineering was looking for. 
“We chose Evenbound because of their focus on ROI. They had specific goals laid out that were unique to inbound marketing, and they were able to state those goals clearly, telling us how much traffic should lead to so many leads, and how many leads could deliver how many new sales. That’s what really got us excited.”

Richard Rethoret Business Development Leader, Binsfeld Engineering Inc. 

SEO Strategy to Boost Traffic

Our team started by developing a full-scale SEO strategy. From buyer personas to keyword research, we worked to identify who exactly Binsfeld Engineering wanted on their site, and what topics they had the most questions about. 

From there, we went to work optimizing their website and developing a content strategy that would speak to the pain points and questions that Binsfeld Engineering’s ideal personas were searching every day. And our efforts were successful. 

“The first blog we put up, within a month had become a featured snippet and is a top driver of visitors to our website now. It’s great to see how content is driving traffic.”

Richard Rethoret Business Development Leader, Binsfeld Engineering Inc. 

Content Offers with CTAs, Pop-Ups, and Forms to Deliver Conversions

With more of the right traffic headed to the website, we also needed to convert those qualified visitors into leads. We combined developed content offers with HubSpot CTAs, pop-ups, and forms to deliver conversions, and the lead information Binsfeld Engineering’s team needed to continue nurturing those leads.

CTAs & Pop-Ups

CTAs and pop-ups helped to increase the visibility of content offers that were relevant to visitors’ key questions and pain points. Pop-ups were set to only appear on the pages that were related to the content offer. This helped ensure that our marketing efforts were helping to reduce friction, rather than add to it. 

HubSpot Forms

HubSpot forms helped ensure that the Binsfeld Engineering team could keep track of all of those new leads, reducing friction in both the marketing and sales cycle. With key information, Binsfeld Engineering had everything they needed to keep nurturing that prospect closer to a sale. 

Emails & Workflows to Nurture Leads

For the leads who weren’t quite to the decision-making phase of their buyer’s journey, Binsfeld Engineering needed nurturing tactics that would continue to engage those leads as they moved through the buyer’s journey. Leads who downloaded a content offer were automatically added to a workflow.  

With two follow-ups after the initial delivery of the content offer, workflows like these help nurture and keep leads engaged. This helps remove friction from their marketing process in a few ways:  

01. Leads aren’t falling through the cracks. They’re getting helpful information that continues to engage them as they search for the solutions they need.

02. Leads get quality, personalized contact. Workflows are designed to deliver the right message, in the right way, at the right time, building positive relationships.

03. Binsfeld Engineering’s team is able to foucs their time on the most qualified leads. Workflows do some of the work of nurturing leads, so the sales team just needs to close when that leads is ready.

The Results

Traffic, Leads, and Sales that Surpassed Our Goals, and Continue to Deliver Growth for Binsfeld Engineering

Following the implementation of our comprehensive digital marketing strategy and the HubSpot CRM, Binsfeld Engineering has seen an 82% increase in total sessions, 87% increase in organic traffic, 172% increase in new contacts, and 10 new customers in this first quarter alone.

Binsfeld Engineering is seeing significantly more of the right traffic. Conversion tools are working to convert that traffic into leads and provide the Binsfeld Engineering team the information they need to close them. Workflows have helped nurture warm leads to a point where they’re ready to close, contributing to a sales closed-won number that exceeded Binsfeld Engineering’s goals for the quarter as well. 

“Evenbound has significantly increased the people on the website and increased the leads we’ve been getting in. This quarter, we were able to track our first lead who went through our new process, all the way from that very first blog we put out, into a sale.”

Richard Rethoret Business Development Leader, Binsfeld Engineering Inc.

What’s Next?

A Tightened-Up Marketing Strategy That Lends Itself to Streamlined Sales

The Evenbound team is looking forward to our continued partnership with Binsfeld Engineering. In the next quarter, we’ll be working to build on this foundation by optimizing our strategy and implementing more of HubSpot’s tools for streamlined sales. We know that sales and marketing alignment can deliver serious growth with significant ROI, and we’re excited to help Binsfeld Engineering get there.

Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.

Contact

hello@evenbound.com
616-215-0626

41 Washington Ave. #390
Grand Haven, MI 49417

 

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Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.

Contact

hello@evenbound.com
616-215-0626

41 Washington Ave. #390
Grand Haven, MI 49417

Stay Connected

Sign up for our monthly newsletter.