Case Study - Inbound Marketing -Learn How a Leading Footwear Designer Leveraged Hubspot for a Massive Increase in Sales.
How we combined Hubspot and Shopify for the Win!
Selling in today's ultra competitive e-commerce landscape, even with a highly differentiated product, such as unique, custom designed shoes with a global fan base, requires much more than just putting your goods for sale online. We were recently engaged to help Heyday Footwear to:
- Improve their SEO rankings.
- Increase their conversion rates once a prospect landed on their site.
- Develop a Inbound ecommerce strategy to sell in both the B2B and B2C space.
- In just 7 short months, sales are up dramatically, and the brand now enjoys a global presence.
Inbound Marketing Case Study
In this Shopify Hubspot Case Study, we show you how we used Inbound Marketing, Amazon Fulfillment (FBA), e-commerce fueled by inbound marketing and other advanced retail strategies to dominate a niche market few have been able to crack.
Turbocharged Inbound Sales Process
After conducting a thorough sales process audit, we identified a number of issues with the existing sales funnel.
Marketing Traffic and Leads Required Calculation
During our initial Inbound Marketing Strategy discussions, we determined what the annual revenue targets were for the client, and then based on the current known sales close rates and average order value (AOV), determined how many site visitors would be needed and how many of those would need to convert into customers to hit those targets.
Sales and Marketing Alignment
Once we were able to determine these numbers, getting the small sales and marketing teams aligned proved to be a lot easier, yet still challenging. However, the marketing team came up with some powerful lead magnets and were easily able to supply enough 'right-fit' leads to the sales side of the house. While ideally, they could and did just click-to-buy, many required time with the sales team to discuss their particular needs.
Sales Channel Determination
As an up and coming Direct-to-Consumer (DTC) ecommerce based retailer, we quickly determined that aside from a content marketing based Inbound Marketing Ecommerce sales strategy just on the clients Shopify platform, we would also need Hubspot's Growth Platform and to integrate with Amazon, as well as Facebook, Instagram and Twitter, and several other niche sites to reach our very niche target audience.
Inbound Sales vs Outbound Sales
This client had previously tried selling to major retailers using a variety of outbound sales techniques, including in-store 'try ons', celebrity endorsements, influencer marketing and a wide array of promotional marketing tactics. Success came when the sales process along with the marketing approach, was flipped on its head to an inbound way.
Sales Enablement and SEO
While not traditionally thought of as part of a whole, in this case, it was very much the case that producing product content, including Amazon Product Descriptions, and brilliant custom product graphics, also provided a wealth of sales enablement content.
Predictive Lead Scoring and Email
We also implemented Klaviyo, an email service provider that was custom built for ecommerce, especially on Shopify. Infused with artificial intelligence and machine learning capabilities, it was able to help generate highly converting emails that were sent out with custom offers at the most likely time to get someone to respond to it. This radically improved sales productivity.
A Hubspot B2C Marketing and Sales Consulting Case Study
As a Hubspot Certified Inbound Marketing and Sales Partner, as well as shopify partner, we employ our own unique take on Hubspot consulting. It is one of the reasons we believe Hubspot ecommerce has a bright future ahead of it.
Read Our Hubspot Shopify Case Study
Learn how Inbound Ecommerce was and is being done in this short case study.