ExtendMed™

Website refresh and inbound strategy yielded 171% more qualified web-generated leads in four years

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Project Type

Website + inbound marketing retainer

Services Provided

Design, Inbound Marketing, HubSpot Services, Digital Advertising

Platform

HubSpot CMS, HubSpot Sales Hub

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ExtendMed, a pharmaceutical SaaS company, was looking for a strategic partner to help them improve lead flow and sales to ultimately generate more business and revenue.

The Challenge

ExtendMed was missing its revenue goals, and its leadership felt the company website’s underperformance and lack of lead generation were, in large part, to blame. Most of the company’s revenue growth at that time came from referrals. Beyond that, it had no consistent source of qualified leads.

The Solution

Madison Marketing Group (MMG) worked to improve the client’s website’s usability, conversion rates, and search performance by first creating a solid foundation for future marketing efforts, fixing known problems, and taking advantage of obvious digital marketing opportunities. The following tactics aimed to position ExtendMed for success, resolve ongoing issues, and then take advantage of new marketing opportunities.

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Buyer Personas

We worked with leadership to capture ExtendMed’s target audiences in buyer personas, fictional profiles that combine common traits of audience segments into representative avatars. These were designed to help writers create content that would resonate with potential customers.

Moving to HubSpot CMS & CRM

To position ExtendMed for revenue growth, we moved ExtendMed’s website from WordPress to HubSpot Content Hub. This made webpages easier to manage and optimize using HubSpot’s user-friendly content management system. It also gave the company access to HubSpot’s suite of basic marketing, service, and operations tools. In addition, we migrated ExtendMed’s customer relationship management system (CRM) from Salesforce to HubSpot Sales Hub: a simpler, more cost-effective sales platform.

Google Advertising Improvements

MMG took a two-phased approach to refine ExtendMed’s ads strategy for improved performance. Phase one involved assessing existing campaign data to determine which ad sets, ads, keywords, and bid adjustments produced conversions at an efficient rate in the past before reorganizing and then activating those assets. Phase two involved writing new ads, adding new keywords and ad groups, building a new landing page, and adjusting campaign settings and bids.

These remaining activities sought to build upon obvious opportunities:

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Content Creation

MMG uncovered terms potential customers used to research problems ExtendMed’s offerings could solve. Then, we created solution-focused blog posts that included those search terms. We also created a new white paper accessible via a dedicated, form-gated landing page to convert prospects that found blog content into leads.

Later, after discovering a direct competitor that consistently succeeded in appearing in search results for high-value industry terms, we created targeted content that sought to capture some of this qualified search traffic for ExtendMed.

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LinkedIn Ad Patient Centricity playbook

Social Media Ad Campaign Creation

We created new LinkedIn and Facebook lead generation campaigns to deliver the white paper described above straight into feeds of LinkedIn users that looked like good fits for ExtendMed’s offerings.

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Website improvements

The website lacked images of its platform and described offerings abstractly, rather than naming specific features and direct applications. Taking cues from other SaaS companies, MMG updated the website to provide concrete examples of what ExtendMed’s platform can do and how these features can be applied.

MMG also decided to reorganize and expand the site to better serve the clients’ mixed audience of pharmaceutical companies, medical communications agencies, and patient advocacy organizations (who each used the platform differently). This would make it easier for visitors searching for information about specific applications to find what they needed. This included:

  • Relabelling and fleshing out existing solutions pages

  • Creating new pages to fill informational gaps

  • Creating industry and position-focused “who we serve” pages

  • Creating educational blog content that complemented the new solutions pages

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The results

By Q3 2022, ExtendMed was experiencing sustained lead generation from content creation and ad campaign optimization, making the website a consistent driver of new sales opportunities.

By the end of year 4 (2025), ExtendMed generated 171% more qualified leads compared to year 1 (2022).

Compared to year one, ExtendMed generated almost double the number of deals each year, more than half of which are attributable to the website, and has grown its revenue to the extent it has expanded to keep up with demand for its platform and services.

171%

increase in qualified leads generated in year four versus year one.

$2.89

for every dollar spent on marketing and advertising.

Nearly Double

the number of deals each year compared to year two.

Let’s work together.

We believe in making things easy. Get in touch with us however you want to express interest, ask questions, or briefly tell us about your needs. We’ll follow up within one business day to schedule a conversation.

Find us

2921 Landmark Pl #215-317
Madison, Wisconsin 53713

500 N 3rd Street, Ste 208-5
Wausau, Wisconsin 54403

Call us

Main: (608) 709-2185
Wausau: (715) 203-0137

Email us

hello@madisonmarketing.com