INBOUND MARKETING STRATEGY CASE STUDY
This marketing automation campaign was named the Judges Choice winner in the 2020 AMA Crystal Awards. This competition is all-about results – but judges also looked for project entries that portrayed passion and purpose.
Axiom created 290 landing pages, 790+ emails, 200+ marketing automation workflows, and more in this inbound marketing campaign.
The result: a fully-automated, comprehensive inbound marketing campaign that significantly boosted lead generation.
“We attribute 23 move-ins, all through our inbound marketing campaigns.
– Carline Motto, Executive VP and Marketing Director
INBOUND MARKETING RESULTS
MARKETING QUALIFIED LEADS
SALES QUALIFIED LEADS
The success of these inbound marketing campaigns all comes down to lead generation – delivering sales-qualified leads to the sales team.
The ultimate goal is to drive move-ins, or new residents joining a Belmont Village community, solely from engaging with HubSpot content.
HUBSPOT AND WEBSITE INTEGRATION
The Inbound Campaigns were built with HubSpot landing pages, which integrated seamlessly with the WordPress website.
These landing pages are where users become leads, marketing qualified leads, or sales qualified leads.
So, if someone only submits a form, they’re a lead. Leads have expressed interest, but they’re not ready for marketing communications yet.
GAIN LEADS THROUGH CONTENT OFFERS
If they download “top-of-the-funnel” content, like a guide to senior living or a community brochure, they become a marketing qualified lead.
These people are ready to engage with marketing materials to learn more information.
But, these leads aren’t engaged enough to entertain a sales push yet.
But if they are more engaged, if they requested a callback from a family advisor, or scheduled a tour at a Belmont community, they are classified as a sales qualified lead in Hubspot’s Customer Relationship Management system.
These people are ready to visit or learn more Belmont communities now – they’re further along in the buyers’ journey.
Here we see the contact lifecycle funnel – or a breakdown of how many leads graduate to the next level of engagement with the brand.
MARKETING AUTOMATION WORKFLOWS
HubSpot workflows make all this marketing automation possible. These workflows send a variety of lead-nurturing emails to marketing qualified leads and sales qualified leads.
This is just one tactic to engage audiences and move them down the funnel from a lead, to an MQL, to an SQL, and ultimately, a customer.
INBOUND MARKETING LEAD GENERATION
Here’s where the lead-generation really ramped up.
As we created more types of content and conversion opportunities, more people engaged and converted to sales qualified leads.
CONTACT LIFECYCLE FUNNEL
HubSpot also offers robust reporting tools on every form of marketing element. That includes analytics on contact performance.
With HubSpot, we’re able to use all the data gained about our leads – names, type of information they downloaded, their biggest concerns about senior living – to customize content and answer their most-pressing questions.
INBOUND LEADS + WEBSITE LEADS
Up until this point, we discussed lead generation through HubSpot landing pages only. When you combine these leads with those gained through the website, you’ll see that lead generation double in just one month.