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Case Study | Marketing Automation Implementation

Updated: Jan 22, 2019

Implementation of HubSpot and Automation of marketing processes to create a sustainable marketing funnel with 150% more traffic and improved Conversion rate by 200%



Hubspot Marketing automation


Background

Ameyo is an all-in-one software based communication solution that manages end-to-end customer journeys and consistently delivers exceptional customer experiences. It is a powerful and highly flexible IP-based contact center software that lets you have a personalized interaction with every customer across multiple channels, thereby driving customer engagement to a level par excellence


Skill Used Inbound Marketing, SEO, Information Architecture, A/B Testing,


 

Challenges

Website Design

Ameyo required a redesign of three product websites that are part of their product portfolio. While ensuring that the websites were acting as an extended member of the sales and marketing team, by being set up for lead generation and lead nurturing. 

Better Lead Generation

Ameyo not just wanted to improve the no. of leads coming through website but create an optimized customer journey towards goal conversion. This required the building of lead nurture pathways to ensure frequent touch points would nurture leads over time.

A Requirement for Marketing Automation

For achieving all above Ameyo needed a marketing automation tool integrated across the organisation which would synchronize with their current CRM system, Sugar CRM. At the time, Ameyo only had a Marketing team who was limited in the amount of time he could spend on Inbound Marketing.


 

Solution



buyer persona

Creating Ideal buyer persona

Before going into generating content and creating a website, it was important to identify our core customers and create a buyer persona. and generate content and while optimizing his journey in to a qualified lead. We did a detailed persona research and to know each customer type’s top pains and conversion points




Ameyo Content blog

Content Generation & Marketing

We created an complete content strategy using HubSpot's Marketing Automation which focused on quality content generation and effective social media promotion. This involved creating informative and useful blogs along with downloadable content which were used to capture, monitor and nurture leads generated via the website




Implementing The Complete Inbound Marketing Process

The secret behind a successful inbound marketing program is a comprehensive strategy that guides prospects from click to close. After conducting persona research and laying out each customer type’s top pains, solutions and questions asked throughout the buyer’s journey.

We updated the company’s brand story with an upmarket look and feel that would differentiate its as a brand. Plus, we developed a SEO strategy that included top business keywords for core website pages and content.


Only after these initial strategy steps did we move on to choosing content topics. We created an editorial calendar with a set of new inbound marketing offers for the awareness, consideration and decision stages of the buyer’s journey, targeted to the personas’ pains.

We also completely redesigned the company’s website, moving through the following steps:


  1. Planning

  2. Concepting

  3. Creating a page-by-page blueprint

  4. Developing on-site SEO for each page

  5. Including new messaging on each page

  6. Designing pages with sleek graphics and video

  7. Building the website using HubSpot


Performance & Results


In less than five months, Ameyo’ website traffic more than doubled and the company expanded its geographic footprint through new partnerships. The leads continued to be nurtured with targeted content and email marketing campaigns via HubSpot. The content serves as a hub for the client’s entire marketing program spanning web, digital, social and traditional. The success did not stop there.

In the past year, the campaign exceeded its marketing goals with performance metrics including:

Website 150% website visit increase 200% landing page conversion rate Emails 190% email open rate increase 222% email click-through rate increase Contacts 529% contacts increase 703% leads increase

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