We caught up with the brilliant and insightful Elyse Flynn Meyer a few weeks ago and have shared our conversation below.
Elyse, looking forward to hearing all of your stories today. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.
Agricen is a plant health technology company delivering products and solutions to promote sustainability, enhance fertilizer performance, and improve plant performance. Prism Global Marketing Solutions has been working with Agricen for seven years. One of Agricen’s goals in 2020 was to find more digital ways to reach their potential audience due to COVID. Their business model is based on face-to-face interaction given their primary audience, who are farmers.
Implementing the inbound methodology requires the right mix of marketing strategy, content, digital amplification, and actionable insights. After you implement a successful inbound marketing strategy, how do you maintain continued growth in your traffic, lead growth, and customer retention? In this case study, we outline how one of our clients leverages HubSpot with a comprehensive inbound marketing strategy to drive growth at all levels of the business.
Agricen, a plant health technology company, was looking to increase website sessions, new leads and re-engaged lead volume as a goal for 2021. With the success they saw with digital marketing during the pandemic, they wanted to continue that growth and traction into 2021 (and beyond).
As part of a strategic and integrated inbound program, we wanted to make sure the content that prospects and customers were receiving was relevant for the audience and that they were getting it when and as they needed it. We first surveyed the most engaged contacts in the database to get a pulse of the content they find most engaging and what they wanted to see in the coming months. Then we created a plan to leverage webinars, blogging, lead generation, social media, paid media, email marketing, automation, and analytics to do just that. This type of comprehensive plan drove the best quarter to date for Agricen for both website sessions and new lead volume! Agricen has worked with Prism Global Marketing Solutions for eight years, and this was the best quarter they have seen so far for both marketing and sales traction.
What Were the Results of a This Consistent and Integrated Inbound Program?
Overall Traffic and Growth Numbers:
63% increase in website sessions
223% increase in new leads
Blogging Strategy to Drive Organic Search: In addition to a structured blogging strategy with consistent content created for targeted personas, we took this quarter to review the most viewed blogs on the site, added new calls-to-action, and reoptimized the post for SEO. This integrated approach allowed us to leverage this content for social media, email and driving organic traffic.
131% increase in blog views
4% reduction in bounce rate
18% increase in blog views from AMP
Blogging efforts also had an impact on organic traffic and new contacts:
27% increase in sessions from organic traffic
415% increase in new contacts from organic traffic
Lead Generation with Dynamic Forms and Calls-to-Action: Through the promotion of content assets, there was a significant increase in landing page engagement. We helped Agricen achieve this through adding dynamic calls-to-action on relevant pages on the website, promoting content to the existing database to re-engage leads, and promoting content on social media for new lead generation.
Agricen Q1 2021 Landing Page Performance
31% increase in landing page views as a result of search engine optimization, CTA placement to drive traffic, and link placement throughout website and blogs back to landing pages
89% increase in submissions
44% increase in view to submission rate
62% increase in new contacts generated on landing pages
Amplified Social Media Engagement: Agricen has a solid social following. We were able to amplify that through content to connect with their existing followers and drive new engagement and new leads.
388% increase in new contacts
317% increase in clicks
322% increase in sessions
Facebook Lead Ads to Drive New Lead Engagement: Agricen has used Facebook ads for several years to drive engagement and new leads. With the integration of Lead Ads with HubSpot, we wanted to test how Lead Ads would perform to drive increased lead generation. By doing this, we saw the following:
669 new contacts generated (up 430% vs. prior quarter)
$3.36 average cost per contact
42% decrease in the cost per contact of a standard Facebook ad or boosted post
Improved Email Marketing & Marketing Automation: Email marketing has always been an essential part of the comprehensive inbound marketing strategy for Agricen. Through a combination of promoting booklets, case studies, and blogs, they saw a tremendous increase in email engagement.
3% increase in opens
6% increase in clicks
13% increase in website sessions
317% increase in new contacts
In addition, Agricen uses Seventh Sense, a HubSpot integration, to send time optimization for emails. We re-engaged over 1,400 contacts in email marketing that were dormant in email engagement over the last 90 days. This was the 2nd highest quarter ever since leveraging HubSpot (starting in 2103) for email engagement and up over 110% versus the prior quarter.
Agricen saw a 20% increase in revenue during this quarter, and it was the most successful sales quarter the company has had to date 👍
1,007 New Contacts: 223% increase in total new leads
Organic: 36% increase in new leads from organic
Email: 317% increase in new leads from email marketing
Social: 390% increase in new leads from social (organic social and paid social combined)
As a next step, we will be implementing HubSpot Service Hub in the next 30 days to leverage custom surveys, the Knowledge Base, and chatbot functionality to fully leverage the complete HubSpot suite of tools.
As you can see, with a consistent approach to the inbound marketing methodology, Agricen continues to see significant increases in traffic and leads. Remember that inbound marketing is not a sprint…it’s a marathon. That is shown through the continued results Agricen has seen quarter-over-quarter, and over the last eight years, working with HubSpot and Prism Global Marketing Solutions.
Imagery can be found here: https://www.prismglobalmarketing.com/blog/case-study-see-a-223-increase-in-leads-and-a-20-increase-in-revenue-with-integrated-inbound-marketing
Elyse, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Elyse Flynn Meyer is the President & Founder of Prism Global Marketing Solutions, an award-winning inbound marketing agency, and HubSpot Diamond Partner. Elyse is also the author of, Mastering Inbound Marketing: Your Complete Guide to Building a Results-Driven Inbound Strategy.
Elyse has extensive experience in marketing and sales management, specifically in inbound marketing, lead generation, marketing operations, and sales alignment. Prior to founding Prism Global Marketing Solutions, Elyse worked in marketing and sales for organizations ranging from start-ups to Fortune 500 organizations.
Elyse obtained her Bachelor of Science in Marketing with an emphasis in International Business from The University of Arizona. Elyse has also received Executive Certificates from Thunderbird School of Global Management, Cornell University, and Pepperdine University. She is currently completing an Omnichannel Marketing program through Northwestern University. She will be starting a 9-month Chief Marketing Officer program at Columbia University mid-2022 as well.
Elyse is on the advisory board for the Arizona Animal Welfare League. She is also a member of HubSpot’s Partner Advisory Council and the Forbes Agency Council where she contributes to Forbes.com. She is also on the Eller Alumni Advisory Countil and Marketing Department Advisory Board for The University of Arizona’s Eller College of Management where she frequently guest lectures. She has co-authored three additional books, including a personal branding book, Brand YOU, Brand NEW.
We’d love to hear about how you keep in touch with clients.
Since we’re a service-oriented business providing inbound marketing consulting, strategy, and deliverables, we are in constant communication with our clients. I keep in touch with my clients through bi-monthly touch base meetings, regular communication through our project management tool, and by email. This keeps the lines of communication open in various channels. Anything that is project-related, we always move to our project management tool so we can capture all communication, statuses, file sharing, and timelines in one system. This helps to boost our brand loyalty and keeps our clients long-term. We always hear from our clients that they enjoy our open communication, responsiveness, and project management, and have not received that level of communication from their other agency partners.
How’d you build such a strong reputation within your market?
Having a dedicated expertise in my area of focus, B2B inbound marketing, has helped to build my reputation within the market. Inbound marketing, which is a specific focus area within digital marketing, is highly specialized. I have been practicing inbound marketing for over a decade, and having a niche focus has made me a thought leader in the space. I truly feel that businesses need to have a niche and not focus on thinking their product or service can support “everybody” simply because it cannot. You need to know your audience and your expertise and really hone in on that. I have done this so much so that I recently wrote a book, Mastering Inbound Marketing, to put my expertise in one place for marketers and business owners can learn the full spectrum of inbound marketing to market their business. https://www.prismglobalmarketing.com/mastering-inbound-marketing
- Website: https://www.prismglobalmarketing.com/
- Facebook: https://www.facebook.com/PrismGlobalMarketingSolutions
- Linkedin: https://www.linkedin.com/in/elyseflynnmeyer/
- Twitter: https://twitter.com/PrismGlobalMKTG
- Other: Book: https://www.prismglobalmarketing.com/mastering-inbound-marketing Blog: https://www.prismglobalmarketing.com/blog
Sarah Hoag Photography Karianne Mundstadt Photography