How HubSpot’s Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

This put up is part of Made @ HubSpot, an inside thought management collection via which we extract classes from experiments performed by our very personal HubSpotters.

Acquisition advertising and marketing campaigns are crucial to usher in new clients and income. At HubSpot, we run these campaigns quarterly.

Regardless of the speedy cadence, each quarter we work to create new, outstanding methods of reaching, informing, and changing our viewers.

Learn how to run more impactful, measurable marketing campaigns.

I wrote this put up to share with you the way we crafted our newest acquisition marketing campaign to hit and exceed our acquisition targets.

Establishing the Marketing campaign

The start of our Q1 2020 Acquisition Marketing campaign began with a blinking cursor. As we brainstormed how one can begin our analysis, we had a couple of inputs to work with.

First, we knew our target market consisted of selling managers, as we had been re-launching our Advertising Hub Enterprise product that month.

We knew that stories had been a content material kind that labored effectively for us prior to now. We noticed our 2019 Instagram Engagement Report and a 2020 Social Media Report efficiently appeal to new audiences.

On the very least, it was a movement that our viewers was conversant in, which meant there was much less of a barrier to point out the worth.

Moreover, seasonality performed a big position in our planning. We wished to construct content material to assist entrepreneurs planning their methods for the upcoming yr.

With the mixture of 1) a target market, 2) an understanding of high-performing content material sorts, 3) timing, and 4) our extra person analysis, we wished to create a outstanding go-to useful resource for advertising and marketing managers constructing their methods for the yr.

Thus, the concept for “Not One other State of Advertising Report” was born.

On this article, I’ll speak via the report surveys and content material, the online expertise, the promotion, and the outcomes. Hopefully, it provides you a peek backstage and a few inspiration for future campaigns.

Working the Surveys and Creating the Report Content material

The primary and most necessary factor in regards to the content material of this report was to begin amassing survey knowledge for evaluation and visualization.

Working with our staff at HubSpot Research, we ran our first survey in November/December of 2019 that went out to three,400 world entrepreneurs.

After we despatched out the survey, we talked about what would possibly differentiate this content material from different stories we had launched prior to now. Whereas the information was useful, we knew that knowledge will be boring with out human context or insights.

So, we introduced within the people.

Our first criterion for choosing our specialists was their subject material experience. We had give you a listing of matters we wished the report back to cowl (from web optimization technique to content material advertising and marketing technique and extra) and wished our specialists to have deep and particular information in regards to the matter we selected them to signify.

Our second criterion was seniority. We had been crafting a report for higher-level advertising and marketing managers, administrators, and VPs, so we wished our specialists to have an identical stage of seniority.

We’re lucky sufficient to work with quite a lot of good entrepreneurs at HubSpot, so eight of our specialists had been inside. The opposite two, Cynthia Price (VP of Advertising at Litmus) and Ellie Mirman (CMO at Crayon) had been beneficiant sufficient to supply their time once we requested them to share their experience with us.

We interviewed every of our specialists for about an hour, took detailed notes, and recorded the interview. We additionally shared the survey knowledge with them to assemble their commentary in regards to the knowledge factors. Lastly, we labored with the specialists to craft detailed articles with their recommendation for the upcoming yr.

We determined to go away these articles ungated on the internet expertise, so we optimized them for natural search with intensive key phrase analysis. We’ve seen some thrilling outcomes from that play — producing over 15,000 backlinks within the first two months and taking the quantity three end result for the search time period “state of selling”.

state of marketing search engine results page

Once we obtained the preliminary survey knowledge, we had been thrilled by the outcomes — however knew we wanted to take it one step additional. So, we ran a further survey in January to a North American database of entrepreneurs.

At this level, with the extra survey knowledge and skilled commentary, we sourced some quotes from specialists throughout the business. We ended up with a fantastic group of contributors from Dropbox, Twilio, and extra.

When all was mentioned and accomplished, we had 19,000 phrases price of insights and 70+ knowledge factors.

Designing and Creating the Internet Expertise

Differentiating this marketing campaign didn’t cease on the skilled insights. We wished to create an immersive net expertise to pair with the report PDF.

The end result was a completely customized net expertise with a homepage, 9 youngster pages for every article, and customized interactive type that follows the person in a non-intrusive banner. It was designed by an unbelievable lead designer, and constructed from the bottom up by three builders. (It’s higher seen than described, so I’ll depart you with this.)

state of marketing report hubspot

We had been interested in what sort of conversion charges this practice net expertise may drive.

Up to now, the homepage of the report is changing at round 35%. This metric is calculated because the ratio of views vs. submission and is measured in HubSpot’s own HubSpot portal.

We’re actually enthusiastic about that conversion fee, however we’ve seen that it doesn’t keep as excessive all through every web page of the online expertise.

For instance, on a pattern article web page, we seen the conversion fee was about 5%. The main idea proper now’s that individuals are downloading the provide after they land on the homepage, after which they discover the remainder of the expertise after downloading, in order that they aren’t changing on the provide pages.

Total, although, we’re very pleased with how the online expertise turned out and suppose it’s a powerful differentiator. In any case, 38% of individuals will cease partaking with an internet site if the content material doesn’t look fairly on the web page.

How We Promoted the Marketing campaign

When it got here time for promotion, we needed to resolve on three issues: the story we wished to inform, our artistic promotional property, and the channels we wished to pursue.

1. The Story

The literal provide that we had been advertising and marketing was a report. Nonetheless, the emotion that we wished to painting was confidence. This was the story we wished to report and marketing campaign to inform.

For some advertising and marketing managers, feeling assured a couple of technique can show tough. Are different folks within the business doing this? How will I do know if it should work?

Information may also help ease these considerations, as can long-form articles from deep subject material specialists.

So, we wrote 20 headlines round that idea. This was an excellent train as a result of, though most of them ended up unused, we discovered this course of sharpened our writing “muscle”.

One of many early headlines we landed on was, “A report for entrepreneurs who use knowledge to outperform their objectives.”

2. Our Artistic Belongings

The design of this marketing campaign was necessary to us. We wished it to really feel cohesive throughout the online expertise, the PDF provide itself, and our promotional efforts.

So, beneath the steerage of our lead designer, we put collectively an in depth temporary for a freelancer, and he got here up with some lovely stuff.

not another state of marketing report hubspot

Our studying right here is that cohesive design throughout all marketing campaign property makes the marketing campaign really feel bigger than life.

3. Promotional Channels

On the World Campaigns Crew right here, we wish to bucket our promotion into three classes:

  • Paid : What channels can we activate that we now have to place direct {dollars} into?
  • Owned: What natural channels and established HubSpot audiences can we leverage?
  • Earned: What are some extra free promotion and placements (e.g. natural web optimization) can we leverage?

For our paid channels, we selected to concentrate on Fb Adverts (traditionally the bottom CPL for us) and LinkedIn Adverts (sometimes costlier however simpler focusing on for the viewers we wished to draw). For this channel, we constructed a extra normal touchdown web page to drive conversions.

For our owned channels, we activated our model channels (social media, e-mail, and so forth.), our options accomplice channels, our buyer channels, our HubSpot Academy Channels, and Gross sales Channels (our BDRs used the report as a dialog starter). We additionally requested our authors to advertise on their private social networks, and we gave them personalised property to make that promotion outstanding.

For our earned channels, we centered closely on the natural web optimization worth of our ungated articles, the promotion from our companions within the report (Litmus and Crayon), and media placement in advertising and marketing publications.

Monitoring and Analyzing the Outcomes

This marketing campaign was shortly profitable: We hit 100% of our internet new lead aim in 16 days and 150% of the aim in simply over one month.

As of April twenty first, there are 15,800 backlinks to the report. We’re rating for over 350 natural key phrases and secured the #1 end result for the search time period “state of selling.”

The customized homepage is changing at over 30%, and the paid touchdown web page is changing at 25%.

About 50% (48%) of the online new leads for the marketing campaign got here from paid social media. We hope to see that share lower as natural visitors continues to achieve traction.

There have been quite a lot of elements to our success, however we’ve recognized the next as the principle ones:

  1. Spend time within the strategic planning course of. It’s tempting to hurry a marketing campaign out the door, however a effectively thought out technique goes a great distance. Use qualitative, quantitative, and search knowledge to tell the path you select.
  2. Take into consideration how one can contribute to a dialog that’s already being had in a brand new means. There are quite a lot of State of Advertising Studies on the market. We centered on offering that very same worth however took it a step additional.
  3. Assist your artistic staff by giving them robust artistic pointers. This makes the design extra cohesive and highly effective in the long run.
  4. Establish a minimum of three channels you may activate for promotion. You need to prioritize those that may most enable you along with your aim. Since we had been trying to appeal to a new viewers, our paid channels made essentially the most sense to put money into.
  5. Double down on the main points of your content material. If somebody is prepared to present their info to your content material, you higher ensure that it delivers on worth.

Better of luck along with your future campaigns!

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