B2B – Lead Gen and HubSpot
East Daley provides technical analysis, data, stats and trends on the ever changing markets for oil and natural gas. They are experts in midstream oil and gas data and how that impacts pricing and investments. The target market requires this information to best perform their jobs of investing in energy markets and driving a return for their shareholders.
East Daley came to IW looking to improve their website and subscription based client portal in HubSpot, get a suite of digital data to drive growth, grow their email contact list and drive leads and inquiries to drive top line revenue growth. East Daley wanted to see better movement through the sales funnel.
This case study demonstrates the power of integrating SEO, social media, email marketing, PPC, and educational content to achieve tangible business growth. It also shows how digital marketing is a team effort. The IW team working in conjunction with the team at East Daley reached new levels of success with their digital marketing.
- Low Website Traffic and Poor Performance:
The company struggled with attracting visitors to its website, which was crucial for showcasing its data services and reports. The old website was not designed well and users struggled to navigate the website and find content of value.
- Limited Content on the Site:
When East Daley started with IW in the fall of 2022, the content on the website was limited. While there was consistent content being created on the blog, those posts were gated so that only email subscribers could access them.
- Limited Lead Generation:
The difficult to use website and lack of website visitors translated into fewer business inquiries and potential leads.
- HubSpot Issues:
Their HubSpot CRM and email marketing tools were not configured properly to capture email addresses and effectively market Easy Daley’s industry leading content and research findings.
Digital Marketing Solutions from Intuitive Websites
Intuitive Websites provided several key services to meet Wiggam’s needs.
The screenshots below were from Google Analytics 4 (GA4) data in 2023, after IW engagement.
The site averaged almost 7k users to the site per month over the 9ish month period. Compared to 122 per month in 2022 that was huge growth!
To note: GA4 started tracking in March 2023, so the graph below is missing a few months of data for the year, however even without that, it’s still clear to see the growth in total users to the site.
Google Analytics 4 (GA4)
When East Daley started with IW the site was ranking for 256 keywords, now the site is ranking for 1,994 and we’re not slowing down.
The website went from ranking from: 31 keywords with commercial intent and 38 keywords with transactional intent to ranking for 330 keywords with commercial intent and 283 keywords with transactional intent. This means a greater number of people coming to the site are further down the sales funnel and more likely to turn into new leads.
As of the end of November 2023 East Daley has 19,128 contacts in HubSpot, up from 2,536 the previous year.
337 came from organic search
83 from email marketing
48 from paid search
HubSpot Landing Page CRO
IW redesigned The Daley Note landing page in June 2023. This is East Daley’s primary source for growing their email subscriber list. The screenshot below shows results from HubSpot following the redesign and CTA adjustments to this page throughout the site.
Page views increased about 91% compared to the first half of the year and form submissions increased over 1,000%.
This top-of-funnel sign-up page resulted in six sales deals and nearly $5k in attributed revenue.
East Daley’s strategic application of digital marketing techniques resulted in substantial growth in their website traffic, lead generation, and email subscriber base. Their success underscores the importance of a multi-faceted digital marketing approach tailored to the industry’s specific audience and trends.
New visitors to the site grew dramatically over the past year and this has resulted in a significant increase in HubSpot contacts and potential leads. Client feedback has been that 2023 was their best year ever and IW is thrilled to have played a role in that growth.