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Marketing Success Stories: Marketing Update 3/2/12


Episode #190 - March 2nd, 2012


  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
  • Question of the day: 


2012 State of Inbound Marketing

  • The report is based on a survey conducted in January 2012 of 972 marketing professionals.
  • Inbound leads cost per lead 61% less than outbound leads.
  • 89% of businesses are either maintaining or increasing their inbound marketing budgets.
  • 92% of companies who blog multiple times per day have acquired a customer from their blog.
  • 65% of B2B companies report that they have acquired a customer through LinkedIn.
  • 81% of businesses reported that their company blog is useful to critical for their business.
  • Marketing Takeaway: Use the data in this report to convince your boss and company to invest more in inbound.  

Lynton Web Solutions - Internet Industry - B2B - Houston, Texas 

  • Lynton Web Solutions is full-service marketing agency as well as a HubSpot Partner.
  • The way he has built his business - around a larger, fast growing company
  • Uses the HubSpot app and service marketplace to grow his business
  • Started the company as a teenager in 1999
  • Before working with HubSpot had between 2 and 6 employees, work was highly variable
  • Now they have 30 employees 
  • Lynton Web is able to target far more educated marketing customers, a change that dramatically improved the productivity of their business.
  • Stats :
    • 406% increase in traffic
    • 537% increase in blog reach
    • 1033% increase in leads
  • Quote: 
    • “I would say our most qualified leads come from the service marketplace. For the vast majority of HubSpot customers, it’s the first place they look for vendors. So there’s a huge value in the reputation that comes with being a HubSpot certified partner. Since they’re already a HubSpot customer, they’re an educated customer, so our common ground provides this level of trust to immediately dive into deeper discussions.”  Daniel Lynton, CEO Lynton Web
  • Marketing Takeaway: When you are trying to grow your business, think about partnership opportunities and attaching yourself to a larger, fast moving company. 

Davidson Academy - Education - B2C - Nashville, Tennessee

  • Davidson Academy is an interdenominational, college-preparatory school serving students pre-kindergarten through 12th grade.
  • We talk a lot about marketing as if you are a business --> steps, funnel
  • But you need to understand even as a school or non-profit - you still have a lot of the same stages and process to what you are doing
  • Marketing might be outreach instead of marketing
  • They might be potential donors or potential students instead of leads
  • But the process is fundamentally the same, and you need to figure out how to apply it within your business
  • Stats :
    • 19% lead to student conversion rate
    • 783% increase in traffic
    • 146% increase in leads
  • Quote: 
    • "Above anything, it’s the best value and ROI we’ve ever seen on our marketing dollars! Not only are our leads tangible and traceable, they have increased dramatically! There’s still so much potential for us that’s untapped—it’s exciting to see how many other ways we’ll be able to use it as we grow in our proficiency to help grow our school!” - Vivian Penuel, Director of Advancement, Alumni, and Marketing Davidson Academy
  • Marketing Takeaway: Your business might be different, but the process of marketing is fundamentally the same. 

ClearRisk - Information Technology and Services - B2B - St. Johns, Canada 

  • ClearRisk Inc. is an online provider of risk management solutions. They are dedicated to providing solutions that help the mid-market to reduce insurance premiums, claims, downtime, and other risk related costs.
  • Because they didn't have a lot of tools to do things in marketing, they had to rely on the development team to get things done
  • This made it hard to respond and move quickly 
  • It's worth sacrificing some other things to get this flexibility
  • They had a limited understanding of where leads where coming from, so it was hard to see what was working and what wasn't working
  • They had to manually do a whole bunch of tracking - no automated reporting
  • They couldn't drive the car, because they couldn't see where it was going
  • Stats :
    • 1560% increase in traffic
    • 360% increased in sales
    • 1133% increase in leads.
  • Quote:
    • "Before HubSpot, we manually tracked a lot of the metrics HubSpot tracks and we also manually filled in additional lead website activity into our CRM. The time we would save from not doing these repetitive tasks was almost enough to justify the entire ROI for using the HubSpot Software.” Chris Gardner, VP Marketing ClearRisk
  • Marketing Takeaway: Empower your marketing team with tools, you can you be independent and agile. 

New! Facebook Business Pages

Be Gross in your Marketing

  • New research from the W. P. Carey School of Business at Arizona State University looks into what spurs us to action
  • We’ve all seen the ads meant to scare us into buying products like protective sunscreen or to avoid doing something like drugs. Well, it turns out those advertisements may only freeze us with fear and inaction.
  • In order to work best, these ads also have to disgust and gross us out.
  • “Fear creates uncertainty and insecurity over what to do, but disgust gives us a very strong impulse to avoid and distance ourselves from the item or situation as quickly as possible,” explains Andrea Morales, W. P. Carey School of Business marketing professor, lead author of the work. “When you add a disgusting message or image to an advertisement, it can significantly increase the ad’s effectiveness.”
  • New York City Department of Health had an ad that centered on images of soda turning into gobs of fat. Department officials say sugar-rich beverage consumption in the area dropped by 12 percent after the campaign.
  • Marketing Takeaway - Find ways to be "gross" in your marketing. 

Marketing Tip of the Week

  • Read a marketing success story and then work to implement the lessons in your business. 


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