Introduction
For more than 100 years, this Cleveland-based medical manufacturer relied on traditional sales tactics—trade shows, in-person events and distribution partners. But as the sales landscape changed, the company recognized that they lacked direct visibility into who their customers were and had no way to nurture those relationships independently.
Through ramping up digital marketing efforts with Kuno Creative, the company began connecting directly with buyers, nurturing prospects through the buyer's journey and delivering sales-qualified leads to their internal team. Content marketing, combined with HubSpot Marketing and Sales software, enabled seamless alignment between sales and marketing. This shift led to significant growth in website traffic, leads and—notably—customers.
The Challenge
To succeed with digital marketing, the company first had to overcome several key challenges:
- Fostering relationships with leads and prospective customers
- Determining the quality of marketing-qualified leads
- Getting their sales team on board with inbound marketing and CRM adoption
The Partnership
Strategic Content Marketing
Kuno Creative collaborated with the company's internal marketing team to create content that reached buyers at each stage of the funnel—awareness, consideration and decision. This content laid the groundwork for building stronger relationships over time.
HubSpot Implementation and Lead Scoring
Using HubSpot, the company began collecting behavioral data and implementing lead scoring to identify sales-ready prospects. Hot leads were transferred directly to sales, improving conversion potential.
Sales Enablement and CRM Adoption
Though initially hesitant to move away from Excel, the sales team adopted HubSpot CRM after realizing how intuitive it was—and how it could save time by filtering out unqualified leads. With proper training, they were able to better both track account activity and focus their efforts on high-value prospects.
Key Wins
Shifting from traditional marketing to a data-infused digital approach produced dramatic results:
- 1,100% increase in customers
- 600% increase in marketing-qualified leads
- 221% increase in sales-qualified leads
- 286% increase in landing page submissions
- 60% increase in website visits
- 54% increase in contacts
- 47% increase in leads
The company also significantly reallocated its budget—cutting traditional marketing to just 30% and devoting 70% to inbound strategies. With HubSpot’s content optimization system, they can now track campaign performance and shift resources based on current data.
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