Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: Everything You Need to Know About HubSpot Marketing Hub

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing HubSpot
Close
Everything You Need to Know About HubSpot Marketing Hub

Free Guide:

Everything You Need to Know About HubSpot Marketing Hub
Read the Guide
Everything You Need to Know About HubSpot Marketing Hub
Free HubSpot Marketing Guide
View Everything You Need to Know About HubSpot Marketing Hub
Everything You Need to Know About HubSpot Marketing Hub

Free Guide:

Master the ins and outs of the HubSpot Marketing Hub before you get started

In this free guide, you’ll learn:

  • How to know if HubSpot is right for you
  • How to set up your HubSpot portal
  • How to truly get the most our of your HubSpot investment

Software Company Doubled Leads, Tripled MQLs and SQLs in 1 Year with HubSpot

By Brie Rangel

Brie Rangel also recommends this free guide, Everything You Need to Know About HubSpot Marketing Hub.

Software Company Doubled Leads, Tripled MQLs and SQLs in 1 Year with HubSpot Blog Feature

Aptify provides membership and associatation management software and services to enterprise-level, membership-based organizations. When they came to IMPACT, their team was making the transition to a more inbound marketing-focused approach.

Free Guide: Everything You Need to Know About HubSpot Marketing Hub

The Problem

When Aptify first prioritized inbound marketing, they were starting from scratch, with no inbound architecture in place. But with an older website and lack of transparency with their own metrics, as well as a desire to boost website traffic and lead numbers, they knew it was time for a pivot.

They needed buyer personas, a content strategy that shortened the sales cycle, an optimized website, and lead scoring and segmentation. It was a clean slate, and we took the ball and ran with it.

The Solution

Aptify had the right team in place -- both internally and with IMPACT -- and the budget to do things right. With our potent combination of talent and access to resources, we set out to build the best inbound marketing machine possible.

A New Website 

Aptify was hosting its website on a proprietary platform before they started working with us and signed up for HubSpot.

Our top priority was moving their website, as well as all of their landing pages, onto the HubSpot Website platform. This would allow us to better track user metrics and understand what was -- and wasn't -- working.

First, we migrated all of their content. This included gating resources behind HubSpot landing pages and forms, and replacing their old calls-to-action (CTAs) with new HubSpot CTAs.

While we made small tweaks to get the data we needed, we conducted buyer persona interviews and keyword research to formulate a launchpad website to follow HubSpot’s Growth-Driven Design approach

aptify-inbound-growth-story.gif

Instead of simply migrating over the Aptify website to the HubSpot Website platform as it was, however, we capitalized on the opportunity to give their brand a much-needed refresh.

This included a new site structure, as well as shifting the brand from corporate to a clean, relaxed look and feel that we knew would resonate with their target buyer personas through our research.

Within two months of launching their redesign, conversions through the website increased 91%.

Screen Shot 2017-07-28 at 8.17.57 AM.png

aptify-inbound-growth-story-3.png

Site traffic and landing page performance, pre- and post-site launch.

After the launchpad site launched, we practiced continual GDD iteration cycles to improve Aptify's site performance month-over-month. 

Inbound Content Strategy

As we developed the launchpad website, we created a content strategy that spoke to Aptify's personas at each phase of the buyer's journey.

We started by optimizing existing content that was already performing well. Then, we developed a content marketing and distribution plan that addressed the pain points of Aptify’s audience.

To accomplish our goals, we used the HubSpot blogging tool for publication and HubSpot's email marketing and social media tools for promotion.

aptify-inbound-content-strategy.png

Content Marketing Strategy Overview

Aligning Marketing and Sales

We didn’t forget about bottom of the funnel either.

We developed an SLA with both Aptify’s marketing and sales teams and met weekly to build alignment between to two teams. Together, sales and marketing defined what constituted a marketing qualified lead (MQL) and sales qualified lead (SQL), and how to use HubSpot Lead Scoring to segment their database.

Aptify’s sales team moved from internal tools and spreadsheets to HubSpot Sales. This ensured that sales would have instant access to insights on potential prospects gained from Aptify's new, robust inbound marketing efforts.

Blog Optimization Campaign

Over the course of three months, we developed and executed a multidimensional blog subscriber campaign that involved:

  • Optimizing existing blog content;
  • Creating new long-form blog content;
  • Launching an influencer offer in exchange for subscription, and;
  • Implementing a new blog layout with our Blog Optimization Package.

The campaign generated 133% increase in blog views and a 24% lift in blog subscriber conversions. The content and layout continue to generate 100 subscribers each month.

aptify-impact-blog-optimization-package.png

What Aptify and IMPACT Accomplished

While we are still iterating and implementing new ideas and strategies, we can now look back and see the following results from our initial inbound efforts. Over the course of one year, we:

  • Doubled Aptify's visitor-to-lead conversion ratio and doubled their overall landing page conversion rate.
  • Grew Aptify blog subscribers from 100 to 1,500. We continue to add roughly 100 new subscribers per month.
  • Doubled leads and tripled MQLs, SQLs, and opportunities.

“Hiring IMPACT was one of my first decisions and certainly was my best as a new CMO. In that time our leads are 2X and our SQLs and opportunities are 3X. Our pipeline is stronger than ever (in the history of the company). Is there any better recommendation I can give?”

Dave Martin
Chief Marketing Officer, Aptify

Everything You Need to Know About HubSpot Marketing Hub
Everything You Need to Know About HubSpot Marketing Hub

Free Guide:

Everything You Need to Know About HubSpot Marketing Hub

Master the ins and outs of the HubSpot Marketing Hub before you get started

In this free guide, you’ll learn:

  • How to know if HubSpot is right for you
  • How to set up your HubSpot portal
  • How to truly get the most our of your HubSpot investment

Topics:

HubSpot
Case Studies
Published on July 28, 2017

Recent Articles

Ultimate List of HubSpot Pros and Cons
January 8, 2022 • 20 min read
How To Optimize Your Marketing Automation Workflows With HubSpot (Tips)
November 12, 2021 • 11 min read
Top 13 Inbound Marketing & HubSpot Solutions Partner Program Agencies for 2022
October 29, 2021 • 8 min read
HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)
October 28, 2021 • 5 min read
INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Need a HubSpot Admin? Here’s How to Find and Hire the Right Candidate
October 22, 2021 • 5 min read
How to Get Sales Reps to Use the HubSpot CRM
October 18, 2021 • 4 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]
September 23, 2021 • 4 min read
How to Know When You’ve Outgrown HubSpot Sales Hub Starter
September 23, 2021 • 4 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
CMS Hub Starter, business unit add-on, and Stephanie does email validation on a giant database [Hubcast ep. 274]
August 27, 2021 • 3 min read
How much HubSpot do I need?
August 17, 2021 • 4 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
HubSpot CRM review (updated for 2021)
July 27, 2021 • 8 min read
5 HubSpot Sales Hub Tips for Assignment Selling
July 23, 2021 • 7 min read
Custom email nurture reporting, a map hack, and are pop-up forms a thing of the past? [Hubcast 273]
July 22, 2021 • 3 min read
Get your sales team using your CRM platform in 5 easy steps
July 13, 2021 • 6 min read
HubSpot vs. ActiveCampaign: a head-to-head comparison
July 13, 2021 • 5 min read
Close rate reports, custom surveys, and Apple Mail ruining everything for email marketers [Hubcast 272]
June 24, 2021 • 3 min read
Is Your Inbound Marketing Working? Track These 4 Metrics to Evaluate Your Progress
June 15, 2021 • 5 min read
Operations Hub hot takes and college degrees [Hubcast 271]
May 27, 2021 • 2 min read
4 keys to an effective HubSpot strategy in 2021
May 7, 2021 • 6 min read
Think you’re paying too much for HubSpot? Here’s how to get your money’s worth
May 5, 2021 • 5 min read
I’m Hiring a Digital Marketer; Do They Need HubSpot Experience?
May 3, 2021 • 4 min read