INOC

New website & inbound strategy yields 304% ROI in 3 years.

Project Type

Website + inbound marketing retainer

Services Provided

Strategy, Design, Development, Inbound Marketing, HubSpot Services, Digital Advertising

Platform

HubSpot CMS, Marketing Hub

INOC, a global provider of NOC Lifecycle Solutions®, approached Madison Marketing Group seeking a website redesign and inbound strategy to grow website traffic and build a pipeline of qualified leads.

The Challenge

INOC’s existing website wasn’t converting visitors into leads. A lack of SEO-optimized content and a stagnant Google Ads campaign meant they struggled to attract high volumes of relevant traffic to the website.

The Solution

Following an extensive assessment project to uncover strengths and opportunities, the MMG team redesigned the website to improve the user experience, more clearly position INOC and its services and create a logical journey for website visitors to increase conversion rates.

The navigation was refined, and the website was expanded to position the company’s market-leader expertise and comprehensive service catalog. Clear and compelling calls to action guide visitors to key content and the sales inquiry form.

The company’s experienced staff were tapped as subject matter experts for SEO-focused content and comprehensive white papers that attracted and converted new business.

SEO

A tailored keyword strategy was implemented to help drive high-quality organic traffic to the site. Core pages were optimized for commercial intent keywords. In addition, an inbound content plan was also developed, and SEO-optimized blog posts and pillar pages were written to showcase their expertise and knowledge while driving qualified traffic to the site.

Paid traffic acquisition

What had been largely ineffective Google Ad campaigns were refreshed to increase brand visibility and generate high-quality, high-intent leads at the bottom of the funnel. To maximize ROI, bespoke landing pages relevant to each ad were created to help to convert new visitors into leads.

Marketing automation

Using HubSpot’s CRM and Marketing Hub, marketing automation has been implemented to support lead nurturing and improve sales efficiency. New internal workflows segment leads by lifecycle stage, helping to guide leads down the funnel and thoughtfully hand them off to sales at the right time.

The results

Despite a global pandemic that began almost as soon as we started our engagement with INOC in 2020, by 2023, we'd achieved a 35% increase in annual sales-qualified lead volume compared to 2019, the year before we began working together.

Content has played a crucial role in generating deals and leads. INOC secured 37 content-generated deals between 2020 and 2023, compared to none before we began working together. Furthermore, our partnership has led to 614 blog-generated leads from Q3 2021 through Q4 2023, a significant increase from the mere 16 recorded leads generated by the blog prior to our collaboration.

Finally, our joint efforts in marketing and advertising have yielded an impressive 304% return on investment during the first three years of our partnership.

35%

increase in annual leads generated in 2023 versus 2019.

82%

more deals from organic search by 2023 compared to 2019

304%

return on marketing and advertising investment in the first three years.

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