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Hubspot Impact Awards
2016 Grand Prize Winner

Best Inbound Growth Campaign

2016 HubSpot Impact Awards Badge

 

Hi, I'm Kelly Kranz from OverGo Studio—nice to meet you :). At the start of 2016 we submitted a marketing campaign we ran for a client to the HubSpot Impact Awards. And we won the award for best inbound growth campaign for Q1. Now HubSpot has just dubbed us the Grand Prize Winner in this category for all of 2016! Below is the award winning campaign we are very proud of...

Marketing Automation Drives $2.1 Million in Additional Revenue in Only 11 Months

Heavenly Greens installs artificial turf systems for individual homeowners, commercial properties, sports fields and government facilities in the northwestern part of California.

Troy Scott, the VP of Heavenly greens, is an early adopter of HubSpot. He began using HubSpot in December 2011. With the HubSpot tools at his disposal, Troy began to put in place inbound marketing on his own.

 

Troy shares the story...

 
 
 
 
 
 
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Wistia video thumbnail - OverGo  Studio's Client Impact Award: The Client's Perspective
 

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$2.1 million of additional revenue was the direct result of introducing a buyer's journey and lead nurturing campaigns during 2015.

Before we break down how that MIND BLOWING result came about let’s back up a bit.

 

There is something imperative to understand...

Heavenly Greens was already an inbound marketing success story before we came along. Troy knew what he was doing. He had created 21 free guides. Each guide gated with a landing page. He was seeing results that the inbound method promises. He took HubSpot's statistic that 78% of Internet users conduct product research online and blew the roof off of it. From 2013- 2014 he saw an 86% increase in contacts.

marketing-automation-success-with-hubspot.jpg

 

Why did he need our agency?

“I am not an octopusoctopus.png - Troy Scott

The answer is bandwidth. He could only do so much (unlike an octopus with 8 limbs. Hence his reference). It was time to hand off the marketing he was doing on HubSpot.

What did we do different?

The typical client we see is usually brand new to inbound marketing. We have to sell “why inbound, what is it”, begin from ground zero, create assets within HubSpot and watch the growth. And yes, there is always some growth when a client has done no internet marketing previously. Heavenly Greens was a completely different animal. At the start we already had 21 free guides at our disposal and a handful of blog articles and CTAs.

So what did we do?

Add more content? Create more landing pages? make new CTAs?

No. We used data to help us decide what to do next. 

We took a step back and looked at the lead generating machine Troy had already created. We took a look at how visitors were behaving on the website and noticed something. Prospects were not looking for solutions based on the type of turf product, they were looking for solutions based on what type of project they wanted- a backyard, a playground, a putting green, a bocce ball court, a turf logo.  There was a clear buyer's journey here.

We moved the Heavenly Greens website off of Wordpress and onto the HubSpot COS. Now we could take full advantage of all the HubSpot tools. We developed the buyer's journey further and restructured the website around it. At each stage of the journey we made sure the appropriate free guides were there to meet the prospect.

  1. Awareness stage - top of the funnel content
  2. Consideration stage- middle of the funnel content
  3. Decision stage- bottom of the funnel content

Once the website was restructured, we began building the marketing automation assets.

  • We created 22 lead nurturing campaigns all triggered by workflows inside HubSpot
  • We created segmented newsletters to be sent out each month
  • We published 3 blog articles a week so we had fresh content to include in these emails.

Each email spoke to where the prospect was in their buyer’s journey. We placed blog articles and downloadable content in front of them and led them to requesting a quote.

Breaking down the
$2.1 million with data

"Gigantic gains. All a direct result of email marketing and content optimization strategies" -Troy Scott

 

Results from the same 21 guides repositioned in the new buyer's journey:

marketing-automation-success-with-hubspot-lead-conversion.png"

 

marketing-automation-success-story-with-hubspot.png

 

Results from new emails. Marketing automation throughout the buyer's journey:

marketing-automation-success-with-hubspot-email.png

 

 

The Final Outcome
(well...Troy already told you)

 

The results from restructuring marketing around the buyer's journey exceeded our expectations. Customers that funneled in from email marketing and internet marketing grew by 98% in 2015. Email marketing revenueincreased by 103% & internet marketing revenue grew by 44%.

Implementing the buyer's journey and setting up marketing automation drove $2.1 million in additional revenue. We are ecstatic to see our client achieve these results.

"OverGo's campaign defines inbound marketing success. The content was presented clearly with a great video of the client describing his experience firsthand. The success of the campaign was clearly quantified in exact dollar measurements and the increase of $2.1 million in revenue had a huge impact on their client's business. The program was routed in clear buyer personas and executed with great skills and content."

-Patrick Shea, Director of Partnerships, HubSpot, Inc.

Who is OverGo Studio?

We are the Inbound Marketing agency that knows your business. When you speak with us, you'll recognize that we've already walked beside you. For 30 years OverGo's principles have worked with ecommerce, high tech, manufacturing, higher education, industrial, retail, and consumer products. We can help you cut through that huge, dense forest so you take action and grow your business.

We are only as successful as our clients. Your growth inspires our growth so let's get growing!

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