When MES Hybrid Document Systems (HDS) began their web marketing program they knew it was going to be an investment of time, money and energy; but they also recognized the world was changing and those who didn’t change would be left behind. The way in which buyers were researching solutions and engaging with vendors was rapidly changing. It was becoming harder and harder to get prospects to answer their phones, and their expensive salespeople were prospecting more and selling less.
HDS fully embraced the inbound methodology, and within 15 months their website was dominating the first page of Google search rankings, they increased their leads per month by over 600%, and the average revenue per sales representative grew by 250%
Like most technology companies, HDS was faced with the challenge of a sales process which was becoming increasingly more complex and a prospect base that was answering their phones less and less. To add to the challenge, the Canadian Anti-Spam Legislation (CASL) drastically changed their ability to use “cold emails” as a lead generation tool. All of this meant their best salespeople were prospecting more and selling less. HDS recognized the power of information was swinging from the service provider to the prospects and that over 70% of their decision-making process was completed before they engaged with a vendor.
The decision to fully embrace the inbound marketing methodology was a big one for HDS, but they knew they had to meet their prospects where they were. They began building a collection of online content in the form of blogs, eBooks, guides, case studies, webinars and more; all of which targeted their specific buyer personas. They also invested in HubSpot, the leading marketing automation platform, to streamline their SEO, social media, email management and sales enablement efforts.
HDS noticed incremental results within weeks of this program. Specific keywords began ranking on the first page of Google, and the new content caused many prospects to re-engage with them after going dark for months. The real tipping point came about 15 months into the program when their traffic, leads and customers began to take off. With a steady flow of leads, their salespeople were able to do what they do best, close deals. In fact, the annual revenue per salesperson increased from $750,000 to nearly $2,000,000.
“On average, we realize a 36% growth in leads each quarter, with the past three months delivering us over 200 new prospects.”
Making the right decision is easier when you have the information you need at your fingertips. With over 40 years experience, MES Hybrid Document Systems helps companies large and small who are frustrated because of service delays caused by slow record retrieval, are unhappy with the space required for document storage or who struggle with sharing information across team members.
Come on, all the cool kids are doing it.
ThinkFuel Marketing delivers inbound marketing, lead generation, sales automation, marketing automation, and digital marketing services for B2B companies across Canada and the United States.
Contact us today to grow your B2B business through online marketing