Expensive Leads

While working with their previous agency, Lorna Whiston’s Cost per Acquisition was $150 per lead. With transactions ranging from $600 – $1000, this was more than they could justify.

Little Data or Attribution

They had some decent data on ad performance, but no clue what leads from which channels were turning into customers. Their data was all over the place, making it nearly impossible to make informed, data-backed marketing decisions. There was no harmony in their marketing efforts.

Poor Close Rate

In addition to spending too much on leads, Lorna Whiston’s sales team was closing deals at a very poor rate due to cold leads. In addition, their sales process was convoluted and inefficient. So not only were they not closing well, the team as a whole was spending far too much time on the process.

Negative ROI

If you combine expensive leads, a low close rate, and an inefficient sales process – they were left with a negative return on investment.

Lorna Whiston was struggling. They needed the right partner and the right toolset to get more out of their marketing and grow their school.

Integrated Marketing Activities with HubSpot

We immediately set the Lorna Whiston team up with the HubSpot Marketing Hub to get their data into a central location, improve attribution, and streamline their marketing processes. We began tracking site visitors’ activity, we implemented a lead scoring model to help them identify their best leads, and we began running all advertising campaigns through HubSpot.

Rolled Out More Effective Ads

Lorna Whiston’s previous advertising campaigns were far too generic. We worked with them to identify their target buyer personas and created ads that spoke to their audience’s desires and aspirations, while guiding them through the buyer’s journey.

Performed Rapid A/B Testing

Thanks to a robust client base and large advertising spend, our team already had plenty of data to know what works and doesn’t work in our client’s market. This enabled us to quickly test different variables and determine the creative, messaging, and copy that drove the highest quality leads for the lowest cost.

Built Conversion-Focused Landing Pages

The majority of their landing pages were too generic and not optimized for conversions. We redesigned these using HubSpot landing pages to better speak to their audience, focus on the benefits the school offers, and convert at a much higher rate.

Coached Admissions Team on Better Use of HubSpot

Lastly, we coached their admissions team on how to utilize Hubspot’s CRM for a more effective and efficient sales process. We set up simple automations, as well as an internal documentation process to ensure the team knew the status of each and every lead. All appointments, emails, tasks, and calls would now be meticulously logged. No leads would fall through the cracks.

More Leads at a Lower Cost

Thanks to more targeted advertising focused on Lorna Whiston’s ideal customers, we drove their average cost per lead down by over 50%, from $152 to $75 per lead, and delivered far more monthly SQLs than they were previously seeing.

More Closed Deals

A streamlined sales process, centralized data in HubSpot, and warmer leads from advertising resulted in a much higher close rate and more customers for the school.

Positive ROI

All in all, Lorna Whiston’s marketing investment garnered them a 305% return over the course of eleven months. After poor agency relationships resulting in losses, this positive return was massive for their organization.