Initially Phase 5 Group started with traditional and interruption-based marketing. Cold calling became the center of their lead generation efforts. “We were small, so no one was calling us and asking for the software. We basically cold called and hoped we were reaching the decision maker at the right time,” says Brian Wilkins, Senior Director of Business Development at Phase 5 Group.
Wilkins knew they needed to try something new. He started by redesigning the web site to highlight the product more prominently. The next step involved dabbling in social media outreach but there was little data to prove that the tweets and posts they were spending so much time on were actually bringing leads to the table. Additionally, if they did get a lead from their social media campaigns, it was difficult to bring the lead closer to a qualifying phone call. Realizing this, Wilkins did a bit of research in an effort to learn more and seek an alternative approach.
Discovering HubSpot and Inbound MarketingAfter searching online for solutions to EON’s lead problems, Wilkins discovered HubSpot. He began to read about the software, the solutions it provided, and how inbound marketing was the new way to enter a marketplace. Over several weeks Wilkins absorbed information and ultimately decided that HubSpot and an inbound marketing strategy was the right solution. “Ultimately, after getting engaged in their process, I realized that the inbound approach HubSpot was taking worked on me. That’s what convinced me that I needed the software and needed to figure out the right way to implement the strategy” However, being resource constrained (time and know-how), Wilkins realized Phase 5 Group would need help. He sought out HubSpot Partner agencies through the HubSpot Marketplace and called SmartBug Media first due to its five-star rating.
