Marketing Study: With HubSpot versus Without

10
Inbound Marketing with HubSpot vs. Without A Study of 14 Companies overgostudio.com n 888-405-7515

Transcript of Marketing Study: With HubSpot versus Without

Page 1: Marketing Study: With HubSpot versus Without

InboundMarketing

with HubSpot vs Without

A Study of 14 Companies

overgostudiocom n 888-405-7515

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 2

Managing your business efficiently and effectively requires the best tools available Leveraging tools to streamline and magnify marketing and sales

efforts can be especially important for small businesses with limited resources but tools cost money so they have to be cost-effective as well as increase productivity

The HubSpot inbound marketing platform is a good example But does it really make a difference

How HubSpot compares to free toolsFree is an attractive price But since there is no free tool that can support all your marketing efforts you have to acquire and coordinate a variety of independent marketing production and analytical tools ndash things such as Dream-weaver Wordpress Google Analytics MailChimp Hoot-Suite something that helps research keywords etc That can be a lot of work and it can be frustrating

HubSpot is not free but it is comprehensive It incorpo-rates a series of specific tools to handle virtually every aspect of your marketing creation delivery reporting and evaluation And theyrsquore all integrated

At OverGo Studio we realized we had the data right in our hands to make some apples-to-apples comparisons between free tools available to marketers and HubSpot

This case study illustrates our actual experience with actual clients over a 12-month period We used a sampling of 14 client companies each of whom published the same quantity of blog posts over the 12-month period measured Each one also received the same level of inbound marketing services

Seven companies used HubSpot seven did notBoth groups included B2B and B2C companies across a diverse range of industries all of which fall into the small business classification We measured organic traffic at the

On HubSpot NOT On HubSpot

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 3

start of their inbound marketing program then we measured again exactly twelve months later We measured lead generation and compared sub-groups of B2B and B2C companies

WHAT DID WE LEARNGenerating Website Traffic with HubSpot vs without HubSpotEach company included in this study posted two blogs per week Companies not using HubSpot saw an average increase of 170 in organic traffic after one year whereas those using HubSpot saw an average organic traffic increase of 590

We attribute that significant disparity to the difference in tools available The goal of blogging is to publish content that is most likely to get your company listed by search engines ranked as high as possible

HubSpot facilitates that withbull Ranking opportunitiesndash a feature within the keyword

section that shows which keywords offer your business an opportunity to get ranked on the first page of search results It looks at your current ranking and how competitive your keyword is then makes blogging recommendations

bull Conversion opportunitiesndash another feature in the keyword section that shows which keywords are attracting a lot of traffic but not converting It suggests ways in which you can increase conversion

bull Long-Tail Opportunitiesndash keywords that are very competitive and therefore hard to rank for but for which your ranking could improve substantially if you add a certain word or phrase

bull Competitorsndash a feature that compares your sitersquos ranking and search volume to your competitors and shows which competitors are ranking better than you on which keywords

bull Campaignsndash a feature that helps organize keywords into campaigns for tracking and measurement

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 4

Free toolsndash Google Analytics and Googlersquos Keyword tool ndash give you a list of keywords showing their search volume and ranking difficulty but no data regarding your sitersquos ranking or competitor-specific data

Lead Generation with HubSpot vs without HubSpotFor this part of our study we grouped companies by B2B

and B2C and used the 12-month data to calculate a monthly average for each company to adjust for seasonality

The B2B clients not using HubSpot saw an average increase of eight leads per month whereas those using HubSpot averaged 18 leads per month B2C clients not using HubSpot saw an average of 18 leads per month whereas those using HubSpot received an average of 71 leads per month

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 5

That means companies using HubSpot received 125 more (B2B) and 294 more (B2C) leads than companies not using HubSpot It should be noted that several of the B2B companies received distinctly fewer leads because their targets are multi-million dollar deals a much smaller pool of opportunity

We also looked at lead conversion percentages Thatrsquos the average number of leads divided by the average number of website visits If you get one lead for every 100 visitors thatrsquos 1 B2B clients using HubSpot had an average conversion rate that was 43 higher than those not using HubSpot For B2C clients HubSpot users averaged a 50 higher conversion rate than their counterparts not using HubSpot

An increasing conversion rate that accompanies an overall increase in website traffic indicates high quality lead gen-eration That can have an exponential impact on your mar-keting For example if you have 2000 visits per month and a 2 conversion rate and thatrsquos 40 leads If traffic doubles but the conversion rate remains at 2 thatrsquos 80 leads But if you double both factors you now have 160 leads

HubSpot facilitates lead generation withbull The Calls-to-Action (CTA) Managerndash a tool that

manages graphic elements on your website such as your ldquoclick hererdquo buttons that invite prospects to take the next engagement step This tool supports automatic

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 2: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 2

Managing your business efficiently and effectively requires the best tools available Leveraging tools to streamline and magnify marketing and sales

efforts can be especially important for small businesses with limited resources but tools cost money so they have to be cost-effective as well as increase productivity

The HubSpot inbound marketing platform is a good example But does it really make a difference

How HubSpot compares to free toolsFree is an attractive price But since there is no free tool that can support all your marketing efforts you have to acquire and coordinate a variety of independent marketing production and analytical tools ndash things such as Dream-weaver Wordpress Google Analytics MailChimp Hoot-Suite something that helps research keywords etc That can be a lot of work and it can be frustrating

HubSpot is not free but it is comprehensive It incorpo-rates a series of specific tools to handle virtually every aspect of your marketing creation delivery reporting and evaluation And theyrsquore all integrated

At OverGo Studio we realized we had the data right in our hands to make some apples-to-apples comparisons between free tools available to marketers and HubSpot

This case study illustrates our actual experience with actual clients over a 12-month period We used a sampling of 14 client companies each of whom published the same quantity of blog posts over the 12-month period measured Each one also received the same level of inbound marketing services

Seven companies used HubSpot seven did notBoth groups included B2B and B2C companies across a diverse range of industries all of which fall into the small business classification We measured organic traffic at the

On HubSpot NOT On HubSpot

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 3

start of their inbound marketing program then we measured again exactly twelve months later We measured lead generation and compared sub-groups of B2B and B2C companies

WHAT DID WE LEARNGenerating Website Traffic with HubSpot vs without HubSpotEach company included in this study posted two blogs per week Companies not using HubSpot saw an average increase of 170 in organic traffic after one year whereas those using HubSpot saw an average organic traffic increase of 590

We attribute that significant disparity to the difference in tools available The goal of blogging is to publish content that is most likely to get your company listed by search engines ranked as high as possible

HubSpot facilitates that withbull Ranking opportunitiesndash a feature within the keyword

section that shows which keywords offer your business an opportunity to get ranked on the first page of search results It looks at your current ranking and how competitive your keyword is then makes blogging recommendations

bull Conversion opportunitiesndash another feature in the keyword section that shows which keywords are attracting a lot of traffic but not converting It suggests ways in which you can increase conversion

bull Long-Tail Opportunitiesndash keywords that are very competitive and therefore hard to rank for but for which your ranking could improve substantially if you add a certain word or phrase

bull Competitorsndash a feature that compares your sitersquos ranking and search volume to your competitors and shows which competitors are ranking better than you on which keywords

bull Campaignsndash a feature that helps organize keywords into campaigns for tracking and measurement

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 4

Free toolsndash Google Analytics and Googlersquos Keyword tool ndash give you a list of keywords showing their search volume and ranking difficulty but no data regarding your sitersquos ranking or competitor-specific data

Lead Generation with HubSpot vs without HubSpotFor this part of our study we grouped companies by B2B

and B2C and used the 12-month data to calculate a monthly average for each company to adjust for seasonality

The B2B clients not using HubSpot saw an average increase of eight leads per month whereas those using HubSpot averaged 18 leads per month B2C clients not using HubSpot saw an average of 18 leads per month whereas those using HubSpot received an average of 71 leads per month

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 5

That means companies using HubSpot received 125 more (B2B) and 294 more (B2C) leads than companies not using HubSpot It should be noted that several of the B2B companies received distinctly fewer leads because their targets are multi-million dollar deals a much smaller pool of opportunity

We also looked at lead conversion percentages Thatrsquos the average number of leads divided by the average number of website visits If you get one lead for every 100 visitors thatrsquos 1 B2B clients using HubSpot had an average conversion rate that was 43 higher than those not using HubSpot For B2C clients HubSpot users averaged a 50 higher conversion rate than their counterparts not using HubSpot

An increasing conversion rate that accompanies an overall increase in website traffic indicates high quality lead gen-eration That can have an exponential impact on your mar-keting For example if you have 2000 visits per month and a 2 conversion rate and thatrsquos 40 leads If traffic doubles but the conversion rate remains at 2 thatrsquos 80 leads But if you double both factors you now have 160 leads

HubSpot facilitates lead generation withbull The Calls-to-Action (CTA) Managerndash a tool that

manages graphic elements on your website such as your ldquoclick hererdquo buttons that invite prospects to take the next engagement step This tool supports automatic

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 3: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 3

start of their inbound marketing program then we measured again exactly twelve months later We measured lead generation and compared sub-groups of B2B and B2C companies

WHAT DID WE LEARNGenerating Website Traffic with HubSpot vs without HubSpotEach company included in this study posted two blogs per week Companies not using HubSpot saw an average increase of 170 in organic traffic after one year whereas those using HubSpot saw an average organic traffic increase of 590

We attribute that significant disparity to the difference in tools available The goal of blogging is to publish content that is most likely to get your company listed by search engines ranked as high as possible

HubSpot facilitates that withbull Ranking opportunitiesndash a feature within the keyword

section that shows which keywords offer your business an opportunity to get ranked on the first page of search results It looks at your current ranking and how competitive your keyword is then makes blogging recommendations

bull Conversion opportunitiesndash another feature in the keyword section that shows which keywords are attracting a lot of traffic but not converting It suggests ways in which you can increase conversion

bull Long-Tail Opportunitiesndash keywords that are very competitive and therefore hard to rank for but for which your ranking could improve substantially if you add a certain word or phrase

bull Competitorsndash a feature that compares your sitersquos ranking and search volume to your competitors and shows which competitors are ranking better than you on which keywords

bull Campaignsndash a feature that helps organize keywords into campaigns for tracking and measurement

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 4

Free toolsndash Google Analytics and Googlersquos Keyword tool ndash give you a list of keywords showing their search volume and ranking difficulty but no data regarding your sitersquos ranking or competitor-specific data

Lead Generation with HubSpot vs without HubSpotFor this part of our study we grouped companies by B2B

and B2C and used the 12-month data to calculate a monthly average for each company to adjust for seasonality

The B2B clients not using HubSpot saw an average increase of eight leads per month whereas those using HubSpot averaged 18 leads per month B2C clients not using HubSpot saw an average of 18 leads per month whereas those using HubSpot received an average of 71 leads per month

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 5

That means companies using HubSpot received 125 more (B2B) and 294 more (B2C) leads than companies not using HubSpot It should be noted that several of the B2B companies received distinctly fewer leads because their targets are multi-million dollar deals a much smaller pool of opportunity

We also looked at lead conversion percentages Thatrsquos the average number of leads divided by the average number of website visits If you get one lead for every 100 visitors thatrsquos 1 B2B clients using HubSpot had an average conversion rate that was 43 higher than those not using HubSpot For B2C clients HubSpot users averaged a 50 higher conversion rate than their counterparts not using HubSpot

An increasing conversion rate that accompanies an overall increase in website traffic indicates high quality lead gen-eration That can have an exponential impact on your mar-keting For example if you have 2000 visits per month and a 2 conversion rate and thatrsquos 40 leads If traffic doubles but the conversion rate remains at 2 thatrsquos 80 leads But if you double both factors you now have 160 leads

HubSpot facilitates lead generation withbull The Calls-to-Action (CTA) Managerndash a tool that

manages graphic elements on your website such as your ldquoclick hererdquo buttons that invite prospects to take the next engagement step This tool supports automatic

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 4: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 4

Free toolsndash Google Analytics and Googlersquos Keyword tool ndash give you a list of keywords showing their search volume and ranking difficulty but no data regarding your sitersquos ranking or competitor-specific data

Lead Generation with HubSpot vs without HubSpotFor this part of our study we grouped companies by B2B

and B2C and used the 12-month data to calculate a monthly average for each company to adjust for seasonality

The B2B clients not using HubSpot saw an average increase of eight leads per month whereas those using HubSpot averaged 18 leads per month B2C clients not using HubSpot saw an average of 18 leads per month whereas those using HubSpot received an average of 71 leads per month

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 5

That means companies using HubSpot received 125 more (B2B) and 294 more (B2C) leads than companies not using HubSpot It should be noted that several of the B2B companies received distinctly fewer leads because their targets are multi-million dollar deals a much smaller pool of opportunity

We also looked at lead conversion percentages Thatrsquos the average number of leads divided by the average number of website visits If you get one lead for every 100 visitors thatrsquos 1 B2B clients using HubSpot had an average conversion rate that was 43 higher than those not using HubSpot For B2C clients HubSpot users averaged a 50 higher conversion rate than their counterparts not using HubSpot

An increasing conversion rate that accompanies an overall increase in website traffic indicates high quality lead gen-eration That can have an exponential impact on your mar-keting For example if you have 2000 visits per month and a 2 conversion rate and thatrsquos 40 leads If traffic doubles but the conversion rate remains at 2 thatrsquos 80 leads But if you double both factors you now have 160 leads

HubSpot facilitates lead generation withbull The Calls-to-Action (CTA) Managerndash a tool that

manages graphic elements on your website such as your ldquoclick hererdquo buttons that invite prospects to take the next engagement step This tool supports automatic

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 5: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 5

That means companies using HubSpot received 125 more (B2B) and 294 more (B2C) leads than companies not using HubSpot It should be noted that several of the B2B companies received distinctly fewer leads because their targets are multi-million dollar deals a much smaller pool of opportunity

We also looked at lead conversion percentages Thatrsquos the average number of leads divided by the average number of website visits If you get one lead for every 100 visitors thatrsquos 1 B2B clients using HubSpot had an average conversion rate that was 43 higher than those not using HubSpot For B2C clients HubSpot users averaged a 50 higher conversion rate than their counterparts not using HubSpot

An increasing conversion rate that accompanies an overall increase in website traffic indicates high quality lead gen-eration That can have an exponential impact on your mar-keting For example if you have 2000 visits per month and a 2 conversion rate and thatrsquos 40 leads If traffic doubles but the conversion rate remains at 2 thatrsquos 80 leads But if you double both factors you now have 160 leads

HubSpot facilitates lead generation withbull The Calls-to-Action (CTA) Managerndash a tool that

manages graphic elements on your website such as your ldquoclick hererdquo buttons that invite prospects to take the next engagement step This tool supports automatic

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 6: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 6

AB testing ndash you can upload a variety of images which are then shown to visitors and tested to see which one gets the most clicks and also drives the most conversions

The tool picks the image that performed best then compares it with the next image in line till you find the one with the highest click-through-conversion sequence

bull The Smart CTAndash this feature takes it a step further detecting if a visitor has already responded to this image and converted in the past If so it shows them a different image It can also detect the visitorrsquos interests or buying cycle stage to show the most appropriate image

bull The Landing Page Managerndash a feature that enables quick customization and launch of landing pages Research shows a positive correlation between the number of landing pages on your website and the number of leads you will generate Using this tool along with the Form Manager tool and built-in AB testing allows you to quickly generate landing page offers and test them

bull Smart Listsndash a tool that automatically updates lists yoursquove created by moving contacts around according to criteria set You can segment your targets by sales cycle interest or many other attributes and when they return to your site the system automatically updates your lists based on current interest or status This allows you to highly-target automated email campaigns

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 7: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 7

Free tools donrsquot go quite so farbull Google Analytics supports AB testing of entire pages

but not specific elements within the page such as an image or call to action You canrsquot see CTA conversion percentages nor is there an automatic function that enables ldquointelligentrdquo display to each visitor

bull MailChimp and similar free tools integrate with Googlersquos AB testing tool so you can add the email service forms to your static landing pages for testing But you cannot segment leads into dynamic smart lists

bull No free tools enable automatic updating of target segments for lead nurturing campaigns

Lead Nurturing and Email MarketingFor clients who werenrsquot using HubSpot we used MailChimp and iContact HubSpot includes an email marketing tool that is equally robust and also integrates seamlessly with all the other HubSpot tools including the Smart Lists feature

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 8: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 8

Lead Capturing with HubSpot vs without HubSpotWe also used MailChimp and iContact forms to capture leads into those databases for our non-HubSpot clients We found that the tracking numbers from these tools and Google Analytics did not match In addition Google can tell you how many leads you generated from different sources and MailChimp can tell you who became a lead on a certain date but not the source campaign or keyword So you have information but you canrsquot collate it meaningfully to discern what elements of your marketing are working or not

HubSpot provides a complete lead history showing what campaign they came from keyword they used and what they viewed You can pick a point in time and see which campaigns drove the most qualified leads You can update leads by sales cycle status to separate them as marketing qualified sales qualified an opportunity or customer That enables you to report ROI for each campaign And the numbers always match because all the data comes from a single integrated system

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 9: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 9

HubSpot and AdWords CampaignsOne of the inbound marketing techniques we used with all clients included in this case study was AdWords cam-paigns We found that these campaigns were far more effective for clients using HubSpot than for those using Google Analytics We believe this is due to the detailed lead and conversion information available via HubSpot data not available via Google Analytics or AdWordsAs an example for one client using HubSpot we were able to reduce their AdWords spend from $8000 to $500

per month yet still increase the number of customers generated by their AdWords campaigns

Statistical Significance of this studyIn the interest of transparency the increase we noted in website traffic using HubSpot is statistically significant at 95 The percentage increases in conversions do not meet the statistical significance test of 95 certainty for this group

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio

Page 10: Marketing Study: With HubSpot versus Without

888-405-7515 | OverGoStudiocom | salesovergostudiocom | Inbound Marketing with HubSpot vs Without | Please share | 10

OUR CONCLUSION

HubSpot is a clear winnerbull The platform includes tools not available via free software HubSpot

actually incorporates more tools than the ones mentioned in this case study including a Social Media tool

bull HubSpotrsquos across-the-board integration gives you more information in more useful ways The single platform enables you to improve content creation and deploy and measure online marketing campaigns faster and more effectively

bull Access to more and more accurate data allows you to shift marketing resources to the most effective campaigns and eliminate non-producers You can generate more leads of higher quality for less money

bull All seven of our clients that were not using HubSpot during the 12-month period of this case study have since converted to HubSpot

Can you afford HubSpotbull You should be comfortably able to pay for the tool for at least one year

and you should be able to execute an inbound marketing program

bull As of this writing all the tools mentioned in this case study except AB testing are available in the HubSpot Professional package for $800 per month There is also a Basic package for $200 per month

bull When itrsquos easier to execute tactics and strategies with a single system in place you can save time And time is money for every business

Who is OverGo StudioUnlike other inbound marketing agencies who started as tradi-tional marketing firms and had to transition to new methods our Founder and President Rick Kranz started OverGo Studio specifically as an inbound marketing agency Thatrsquos always been the focus of our entire marketing team We love to build and execute marketing processes that stimulate growth for our clients

As a HubSpot Gold Certified Partner OverGo Studio has been formally recognized for bringing the inbound message to our clients and for executing inbound marketing services on their behalf to the highest standards In 2012 we were also nominated by HubSpot for having the best performing clients

Click Here for a Free Marketing Assessment from OverGo Studio