Earning Leads with Inbound Marketing: 1 Company's Story

Earning Leads with Inbound Marketing: 1 Company's Story

By Bridget CunninghamNov 21 /2017


When a company hits its stride, it’s reason to celebrate. But this is also the time when complacency can set in. Management and team members become set in their ways, relying on the same tactics to continue fueling success.

As these companies settle for the status quo, the dynamics of marketing continue to change. For example, while the print industry once dominated all types of communications, technology has moved so fast that many companies in the industry aren’t keeping up.

To keep generating leads, companies that previously found success providing printer services needed to remarket themselves as integrating print and technology. For one business communications management company, this meant selling the idea of inbound marketing to sales and management teams while building a department to support these efforts.

The Old Way of Generating Leads

Throughout the business’s 55-year history, marketing had never generated leads using content. Instead, the company relied on existing relationships and cold-calling to make sales. The only content used in the sales process was ad-hoc fliers team members developed on their own printing equipment.

So when the first marketing person joined the company in 2014, he knew there was a lot of potential for growth. He wanted to leverage content and the company’s website to earn quality leads, while replacing “on the fly” marketing with a thorough process. Recognizing inbound marketing as the best approach led him to connect with Kuno Creative.

Shifting to an Inbound Marketing Approach

Before revamping the company’s marketing strategy, the first step was to earn buy-in from sales and management teams. To win them over, the marketing person emphasized how inbound marketing would help them focus more of their attention on closing deals, with less time spent on prospecting.

With company influencers on board, the shift in strategy began. Kuno helped to identify the business’s target audience, as well as its five major buyer personas. The team then leveraged this information to create a content marketing strategy that included:

  • Blogs
  • Infographics
  • eBooks and guides
  • Video content
  • Website redesign

Along with these content initiatives, the company got established on HubSpot. This also helped improve lead generation by enabling lead segmentation and scoring along with marketing automation.

In a span of just nine months, there was a lot of good news to share. The business had attained 100,000 visits, 500 new contacts and 944 blog subscribers.

How to Achieve Buy-In For Inbound Marketing

You may find similarities between this business and your own. While the benefits of inbound marketing are clear to you, you’re unsure of how to sell the idea to your company influencers. Data can help you build your case. Take a look at these stats:

  • SEO leads have a 14.6 percent close rate, while outbound leads have a 1.7 percent close rate (Search Engine Journal)
  • Companies that automate lead management see a 10 percent or greater increase in revenue in six to nine months (Gartner Research)
  • Companies that blog generate 126 percent more leads than those that don’t (HubSpot)
  • Content marketing generates three times as many leads as traditional outbound marketing, but costs 62 percent less (Demand Metric)

Consumer demands are constantly changing. As they do, companies must realign their branding and marketing strategy to effectively reach this audience and earn their business. With inbound marketing and the help of Kuno Creative, businesses have the resources they need to do just that. Get inspired by these four success stories.

PIVOTING YOUR PLAN with Inbound Marketing

Bridget Cunningham
The Author

Bridget Cunningham

Bridget uses her journalistic experience to successfully engage with technical minds. Prior to Kuno, she managed the blog program and assisted with social media efforts at COMSOL, a high-tech engineering company that offers multiphysics software solutions.