Doing more with less is pretty much the mantra du jour in industrial and B2B marketing these days. How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue?
To find answers to that question, I went to HubSpot’s Lead Generation Marketing Hub and I found an incredible video featuring Holly Allison, vice president of marketing at Vico Software, a successful Boston-area startup that provides construction software to engineers and contractors.
Instead of spending most of their marketing budget on traditional industrial marketing channels like trade shows or direct mail, Vico produces webinars and creates content that site visitors download and others link to. In short, they are doing things that help them get found online.
Now, that doesn’t sound very different from most b2b and industrial marketers but wait till you hear/read about the phenomenal results that Holly and her team have produced.
Over the past six months, their website traffic is up 89%, their free download program is up over 200% and they’ve generated over 1,500 leads.
All I can say is WOW!
In the video below, Holly explains their process. Listen to her carefully; there are some awesome sound bites and plenty of key takeaways in it.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.