9 кейсов B2B интернет-стратегии
Изучение интернет-маркетинга через призму кейсов — один из самых эффективных способов наглядно понять суть – особенно это касается B2B сегмента. Но такие кейсы сложно найти тк не все готовы делиться своими открытиями и успехами.
Это статья как раз поможет пролить свет на некоторые кейсы, о которых стало известно нам. И так, приступим…
Автор статьи курировал все изложенные кейсы, они насыщены большим объемом информации и позволят нам посмотреть на них достаточно глубоко.
1. 3P Creative Group: Маркетинговое агентство Нью-Джерси делает ставку на HubSpot, чтобы генерировать в 20 раз больше лидов
Агентство становится сертифицированным партнером Hubspot и использует Hubspot для реализации и реализации входящей маркетинговой стратегии. Результаты говорят сами за себя: + 969% трафика веб-сайта, + 1271% органического трафика, 20 раз больше потенциальных клиентов, 80% новых бизнес-клиентов.
Результаты превзошли ожидания:
Рост трафика веб-сайтов на 969%
Увеличение органического поискового трафика на 1,271%
Лидов в 20 раз больше, чем год назад
2 совершенно новых клиента Inbound Marketing, несколько маркетинговых кампаний и проектов веб-дизайна
HubSpot Academy Training
One of the perks of becoming a HubSpot customer is that you receive a lot of training opportunities through the HubSpot Academy. The rigorous web-based training enabled the team to get up to speed quickly.
Within only 55 days, Hannah was Inbound, HubSpot, and Partner Certified and had an Inbound Marketing program in place.
Buyer Personas, Blogging & Website Content
3P Creative Group decided to fully leverage this opportunity to completely re-invent themselves. Hannah took the first three months to re-think everything: ideal buyer personas, what problems they faced that 3P Creative could assist with, what content they were looking for, etc. Then she rebuilt a new website from scratch, including helpful content and conversion opportunities.
Publishing more than 100 blog posts and more than 40 web pages within the last 12 months, blogging and content marketing has become a fundamental cornerstone of the agency’s marketing mix.
Now, the team is crafting 2-3 strategically planned, buyer persona specific blog posts a week while building and engaging with their social media channels on a daily basis. Constant analysis and improvement of the work done to drive growth is mandatory.
Lead Generation & Nurturing
Within the last 12 months, Hannah has created more than 25 conversion paths and various premium content offers, such as “The Complete Beginner’s Guide to Inbound Marketing” and “The Social Media Scheduling Cheat Sheet”.
However, these are not created by random, but rather as part of an overarching strategy considering the buyer persona, their buyer’s journey and overall business goals. Each marketing campaign included landing pages, thank you pages, call to actions, follow-up emails, promotion emails, blog posts, and social media messages. This has resulted in more than 150 leads – not including submissions from other marketing agencies or submissions without valid contact information.
While before HubSpot, 3P Creative Group followed up with the few bottom of the funnel leads, now the agency is filling its pipeline with leads in all stages of the funnel that are being nurtured according to their stage in the buying cycle.
These leads will then be enrolled in targeted email marketing campaigns slowly and carefully building trust by providing helpful guidance in order to move them deeper into the sales funnel.
Due to limited resources, Hannah needed to focus on one social media channel to develop first. She decided to primarily focus on Twitter as the social media channel to grow and engage with. As a result of her engagement and quality tweets, her Twitter following grew on average by 120% every month.
Inbound Sales Process
The way the agency sells has changed as well. Previously, Hannah did not like selling. In the initial conversation, she used to ask prospects about their marketing plans and goals. She would then put together a detailed proposal outlining how to achieve these goals.
But the send and pray approach was highly ineffective, because her prospects were not yet qualified enough for budget, need, authority and timeline or educated enough about what she was proposing to see the value of her work. And she was uncomfortable with pushy sales tactics, so following up was usually a friendly email.
Now, through sales coaching with HubSpot, Hannah is using a consulting approach. The feeling of helping her prospects, instead of convincing them, has given her a significant boost.
Results, ROI, & Future Plans
Before moving to HubSpot, 100% of the company’s revenue was project based. After a year as a HubSpot partner, the company is able to generate 80% of its revenue from retainer-based work. The company was not only able to sign up their first three monthly inbound marketing retainers, but also received numerous website projects and short-term marketing campaigns as well.
The plan for 2015 is to triple the agency’s monthly reoccurring revenue and move to 90% retainer based work by the end of the year.
2. Shipserv: Impressing and Early Social Media & Content Marketing Case Study in the Maritime Industry
Shipserv is a leading online marketplace focused on the maritime industry – and social media marketing and online marketing is not what comes to mind first when you think of this industry. Especially not as early as 2008.
Even 8 years later this serves as one of the most impressive examples of social media, content and inbound marketing strategies and still is one of my favorite digital marketing case studies. Thanks to Mark Schaefer for documenting it!
Looking for Social Media marketing success? Check out our ebook “The Social Traffic Code!
3. Pronto Marketing Agency: How Hootsuite Helped This Agency To Scale It’s Services Without Reducing The Offer Or Quality
Pronto handles social media activities for small businesses – and manual tasks often became a nuisance and reduced billable hours. Integrating HootSuite in their workflows allowed them to increase their yearly business by 110% – without reducing the quality of their work.
This digital marketing case study takes a close look at how SAP Latin America implemented social media marketing and how it related to their global strategy. The results were impressive: One year after implementing their Latin American strategy, SAP boasted an increase of 900% fans while preserving strong engagement rates.
Cisco established a social media listening center which helps them reap 1.5 Million in benefits each year by reducing agency costs and making processes more efficient.
Docusign ran a sponsored Email campaign through LinkedIn’s InMail platform. Their campaign was targeted specifically at job titles (VP or director of sales), and the emails were tweaked to be sent from influencers (who had before taken part in webinars sponsored by DocuSign) and didn’t appear to come from DocuSign directly. With dedicated landing pages and an optimized funnel, DocuSign was able to achieve impressive results.
7. Global Agricultural Manufacturer AGCO Owes a Decent Portion of its 10bn Yearly Revenues to Social
When analyzing their target audience, AGCO found that a huge part of their target audience was already using social media – especially Youtube. The company decided to actively engage users that were already showing company branded equipment online – and build a successful social media strategy from there.
This one is different from other digital marketing case studies, as it happened in direct cooperation with one of the most popular B2B content marketing influencers, Mark Schaefer.
Back in 2011, AT&T put together a new sales team to recover a former client with whom relations and sales had dried up. With help from Mark Schaefer at Grow, they implemented a content marketing strategy to target specific persons of interest at the former client (a Fortune 100 company btw.)
Within 18 months, they made AT&T 47 million in new business.
This may just be one of the currently best known B2B inbound marketing case studies (and probably of all digital marketing case studies). That is because Hubspot dared to go where no one went before. And because Hubspot is awesome. Read up on this to understand the ongoing hype around inbound and content marketing!
Hubspot managed to become a synonym for inbound and content marketing.
Final Words – Were These Digital Marketing Case Studies Helpful?
So, this was it – 9 awesome digital marketing case studies for different B2B scenarios. Would you have selected the same case studies? What are great case studies you’ve encountered? Oh, and if you found this helpful, please share this article!