Before implementing HubSpot, Yoh used traditional marketing methods. They knew they were missing out on opportunities to grow their brand and their business. Matt Rivera, Vice President of Marketing and Communications for Yoh, says, “It was all reactive. Our website was a brochure. So we started looking for a way to differentiate ourselves.”
But their budget had been reduced after the economic downturn in 2008. “Rather than saying we don’t have enough resources, we decided to say that there has to be a way to accelerate our marketing in a way that makes sense. We wanted to know what concepts and technologies were out there that would give us that kind of leap. That’s how we first learned about inbound marketing.”
So Yoh started to try different SEO strategies with the keywords they thought were most relevant. They implemented a blogging platform and started to blog almost daily.
But their results were falling short. They were gaining a little traction with more visitors to their website, but they weren’t getting meaningful traffic or capturing that traffic as leads. “We didn’t have [our blogging and SEO tools] well connected to our website so it wasn’t integrated whatsoever. We were not providing any calls-to-action or anything that would convert a visitor to a lead or customer,” says Matt. He describes this challenge further, “You could see the number of clicks and page views but you didn't have any other info - who they are, where they’re coming from - or a way to let them say ‘I’m interested in this and I want to have a conversation.’”
Ultimately, this meant that their marketing activities weren’t having enough business impact as they could have.
Matt started to consider software solutions to help accelerate Yoh’s online activities. When he discovered HubSpot, he knew it would help them drive more results in a cost-effective way. “When you have limited resources that kind of marketing automation is great because it allows you to maximize what you’re doing,” says Matt.
Yoh Uses HubSpot to Attract and Nurture Potential Buyers