With over 30 years of experience in the marketing industry, Roger Meili was well aware that the death knell was sounding for traditional outbound marketing. In 2014, he founded marketing agency ProfileMedia to give clients an easy way to implement inbound marketing in their businesses.
As a new business, ProfileMedia naturally wanted to generate traffic and gain more leads. However, it was using disparate tools to achieve this, including Kentico, MailChimp, Google Analytics, Facebook, Xing, and LinkedIn. This unintegrated method proved inefficient, says Roger; it simply wasn’t producing the results the company needed.
“I thought if it’s like this for us, and we’re marketing professionals, how difficult will it be for our customers?”
He began searching for an integrated solution that would work for both ProfileMedia and its clients, evaluating software including Marketo, Eloqua and Infusionsoft. However, none of them proved to be the all-in-one solution that fitted his need.
For the business to succeed, he needed more powerful features and price points that would suit his future customers. He turned to HubSpot. After a free trial of the HubSpot Marketing Platform, Roger was convinced. “HubSpot is not just a solution; it’s a blueprint of how to do inbound marketing. It brings everything together and makes it easy and simple.”
ProfileMedia became a HubSpot Partner, completing the onboarding process in September 2014. Roger says that it didn’t take him long to become confident using the HubSpot software.
“It didn’t require much training. Once you understand the inbound marketing methodology, it is easy to work on the HubSpot Marketing Platform. Everything can be managed from the one place – the website and the blog, as well as our email marketing, SEO, and CRM. On the sales and marketing side, the training we received was more like coaching; we discussed sales strategy, how to approach the customer, how to set up the product for them, and how HubSpot can help.”
The first task was to use the HubSpot software to get visitors to the company’s website and then turn those visitors into leads. ProfileMedia used the Social Inbox and the Blog App to promote its inbound marketing content, which included reports, ebooks and videos. It soon received a massive boost to its visitor traffic and nurtured these new leads with Landing Pages and automated Workflows.
The next challenge was to start pitching the HubSpot Marketing Platform to potential customers – no easy feat in the Swiss market. “We are pioneers in this territory, which is three to five years behind on inbound marketing,” says Roger. “We had to educate people on the concept.”
