B2W takes inbound approach to video marketing

About:

Broadcast2world is the one of the world’s largest creators of explainer videos and the only company in the US to have a large in-house production team.

Founder: Sunny Arora

Time Period: September 1, 2016 – Present

27

CAMPAIGNS

151

INBOUND LEADS

5.6%

ORGANIC TRAFFIC (M-O-M GROWTH)

Garnered USD 2.5 million in new revenue
with Inbound Marketing

Fast Results and Super Responsiveness

We are a fast growing CMMS (Maintenance Software) company that applies the SaaS business model. In our increasing competitve space we need to keep the leads coming in and ensure cost per lead is manageble. Hippo CMMS has worked with 4 SEO consultants over the last 7 years. Inbound Mantra has been by far the best. Unlike other providers in the past who won’t commit to results or say you won’t see anything until 6 months, these guys have show great results in 3 months. The’ve also been instrumental in pushing out our lead scoring, updating our marketing automation, content creation and more. Basically, they are our in house marketing team and work so quickly that it is hard to keep up. They’re awesome.
Inbound Marketing Agency - Hippo CMMS logo
Daniel Golub
Manager Hippo CMMS

Heading

MuSigma is the world’s largest data analytics firm, a category defining big data service provider helping enterprises in data-driven decision making.

Problem

For 12 continuous months, organic traffic and leads from the key markets of US and Canada had remained flat. Additionally, heavy reliance on expensive PPC and lead generation campaigns on software listing websites to support growth.

Solution

Inbound Marketing Strategy with a focus on SEO to drive up organic traffic with a focus on highly relevant commercial keywords in the US and Canada.

IMPACT

145%

TRAFFIC

300%

LEADS

300%

CUSTOMERS

8 Commercial Keywords in Google Top 3 with a combined search volume of 8900

The Growth Playbook

Relentless inbound marketing
• Blogs
• Pillar Pages
• Search Engine Optimization
• Website Redesign
• Landing Pages
• Forms
• CTAs
• eBooks
• Workflows

Blogs and Pillar Pages

Drones, Robots, Virtual Reality : Welcome to the new age CMMS

Kick-start your PM Program in 4 easy steps

Search Engine Optimization

On Page SEO

One Page - One Keyword Strategy

Off Page SEO

• Purged 200 spam and irrelevant backlinks
• Backlinks on top maintenance magazines like american
  machinist and technology advice

Technical  SEO

Improve Page Speed
Schema

Social Media

LinkedIn prospecting Campaigns

What?
Step-by -step Instructions in the form of an eBook  to help calculate the ROI once a user starts using CMMS Software.

Why?
Price seemed to be the biggest constraints to adopting a CMMS Software. We helped users calculate  long term ROI, where a CMMS helped saved costs instead

LinkedIn prospecting Campaigns

What?
We interviewed maintenance manager’s (Hippo’s buyer persona) across US and Canada and compiled the same into an eBook

Why?
To help understand the pain points and persona better and help managers across to relate to the same

Website Redesign

VIEW WEBSITE
LANDING PAGES
WEB PAGES

Fast Results and Super Responsiveness

Top webpages and landing pages were redesigned to improve the UI/UX , overall design as well as to increase the conversion pathsS

30% increase in submissions

Redesigned landing pages to ensure best practices are being followed and to ensure optimal conversion rate by providing the users with the optimal user experience.

Forms

700% increase in submissions

Went from a one page form “Price Calculator” with text fields to an interactive two step form led to an increase in submission by almost 700%.

CTAs

CTAs

Conducted heat map analysis and A/B testing to figure out what CTAs work best for the audience.
Targeted Pages with highest traffic
Experimented with CTA
    Color
    Placement
    Size
    Alignment

eBooks

911 Emergency! We need a CMMS, urgently

What?
This eBook emphasized the importance of using a CMMS Software versus manual methods of manageing maintenance

Why?
80% of spreadsheets contain errors and still most organization still using manual methods to manage maintenance mean increased losses in cost and productivity.

Kick-start your PM Program in 4 easy steps

What?
EBook detailing the different steps to successfully kick start an effective preventive maintenance program

Why?
A lot of companies are unable to utilize their preventive maintenance program, inspite if having one. This eBook goes into details of how to make the most of the PM program

Workflows

Round robin workflow

What?
Automation to assign leads to the sales team as they enter HubSpot

Why?
• Quicker response time due to equal distribution of leads amongst sales reps.
• Prioritizing leads based off of source and geography.

Lead Nurturing Workflow

What?
The workflow sent out several emails over a 10 week period providing the leads with relevant information in the form of articles, pricing calculator, guides and more

Why?
To ensure that leads stay engaged during the buying cycle and are being fed with the right kind of content to convert them into a customer