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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
  • #hubspot
  • #lead-generation
  • #growth-driven-design

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
  • #logo-design
  • #pr
  • #trade-show-marketing
  • #hubspot
  • #seo

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

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An Inbound Marketing Case Study: Earning 756% ROI From A SaaS Webinar Campaign

Inbound Marketing Content Marketing
July 31, 2017

Recently, J Turner launched a Software as a Service (SaaS) product called, Ratings Tracker. Their penultimate marketing goal is to gain more property management firms to become paying users of the software.

J Turner Research is a nationwide multifamily industry research firm offering real customer insights to empower multifamily owners and management companies.With the firm’s data, software, and services, they help their clients enhance customer satisfaction, increase closing ratios, improve online reputation, and optimize resources.

j-turner-client-success.jpg

As a research firm, J Turner naturally has a lot of valuable content and resources. Every month, the firm surveys more than 120,000 residents and prospects, and tracks the online reputation of more than 55,000 properties across the nation.

With this data, the firm publishes industry-trusted research papers, formal whitepapers, and presentations at major industry conferences somewhere between 2-4 times annually. Yet, despite their well-crafted content assets and presentations, J Turner was unable to generate leads from any of these pursuits.

 The Diagnosis

Based on our observations, we found the following root issues:

inbound-marketing-strategy.png There were no strategies in place to capture and nurture leads. While they were producing content that is valued by their buyer personas, they were simply sending them to their contact list and offering them as direct downloads via trade publications. 

There were no campaigns built around these content pieces to help push prospects and leads further down the purchase funnel.
campaign-reach-inbound-marketing.png The reach is limited. By sending whitepapers and research papers solely to those already on their list, the firm was drastically limiting the reach of their content and in turn, diminishing the top of their funnel. 

Similarly, presenting at an industry conference, although highly respectable, only limits that transfer of information to those in attendance at that session at that particular industry conference if there are no means in place to share it with a wider audience.

The diagnosis? Well, it’s not Lupus (points for getting the reference).

What we found is that we needed to implement strategies to reach more people and generate form-based leads in exchange for their access to the research paper and develop a logical flow for pushing those most engaged towards a sales call for purchasing J Turner’s software, Ratings Tracker.

Our Inbound Strategies:

  1. Turn J Turner's presentation into a webinar.

    We transformed J Turner’s industry conference presentation into a live webinar (and later on-demand) to broaden the audience for it.
    Screen Shot 2017-07-31 at 3.30.00 PM.png
  2. Promote the webinar on various channels.

    The webinar was promoted not just to their list of 15,000+ active contacts with workflows but through targeted Facebook and LinkedIn Ads as well, consequently increasing J Turner’s reach and putting their content in front of the people that mattered — their buyer personas.

    Supplemental forms of promotional content including blog articles and infographics surrounding the topic were also crafted and shared as part of the promotional strategy.
  3. Put content offerings behind forms.

    We placed J Turner’s content offerings behind a form to generate new leads and re-convert old ones. We optimized this form to be seamless and smart so J Turner’s audience who are used to accessing these resources without a form won’t find the change intrusive or annoying. 
  4. Implement lead nurturing.

    We took the top of funnel leads and created meaningful nurturing points. After accessing the research study, the leads were pushed through a logical sequence towards setting up a demo of the Ratings Tracker software with a sales rep, ultimately turning them into customers.

    As part of the nurturing strategy,  we took advantage of J Turner's Free ORA Score Request offering from their Ratings Tracker software and directed leads towards the offering.
    J-Turner-Webinar.png
    We then produced an animated video (seen below) explaining the value of an ORA Score which leads are pushed to see next. In the explainer video, leads get to see the Ratings Tracker in action, piquing their curiosity and interest in the software. Additionally, the explainer video served as a highly engaging social media ad for J Turner.

    Finally, they were pushed to another landing page specifically to speak with the sales team about getting Ratings Tracker set up for their property.



Results

The inbound campaign was a success! The webinar generated 502 new leads, out of which 55 requested the free offering (ORA SCORE) which pushes them down the purchase funnel.

Ultimately this led to 9 new customers at about $2,000/month of revenue per customer for as long as they stay on the software ($216,000/year), earning the campaign a whopping 756% ROI!
Yet, despite their well-crafted content assets and presentations, J Turner was unable to generate leads.
We took the top of funnel leads and created meaningful nurturing points.
The campaign generated 502 new leads, 55 ORA Score requests, and 9 customers adding $216,000/yr to their revenue, earning the campaign a whopping 756% ROI!
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Inbound Marketing Content Marketing

September 13, 2017 Eunice develops and implements marketing strategies for Adhere Creative. She is a polyglot and the agency's go-to for witticisms, out-of-the-box marketing tactics, and compelling content. She loves reading, cooking, tending to the garden, and off-the-beaten path travel adventures. See All articles
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