Inbound Marketing Insights

Our client, a global leader in testing, measurement, inspection, and assembly solutions, serves a diverse range of industrial markets, from automotive and off-highway to medical devices, consumer electronics, and industrial process control. Known for driving innovation in leak testing, in-process testing, and data management, they recognized a critical gap in their ability to effectively engage and nurture prospects via email marketing.

Despite having a robust contact database, their outreach lacked the strategic precision needed to educate and convert their target audience. To address this, they turned to AI-powered marketing automation to transform their email engagement approach. The goal was clear: build trust, increase website traffic, re-engage dormant leads, and ultimately drive conversions, particularly for their high-value, complex B2B offerings with long sales cycles.

By integrating intelligent automation, dynamic personalization, and behavior-driven outreach, they optimized their buyer journey while positioning themselves as a thought leader in the industry. What followed was an improvement in engagement, lead reactivation, and measurable revenue impact, demonstrating the true power of marketing automation using AI.

Automation Program Objectives:
Our client sells a high-value, complex product to a B2B audience with a lengthy sales cycle. To maximize engagement and drive revenue, they leveraged AI-powered marketing automation to educate prospects, personalize outreach, and continuously stay on top of mind. They optimized content delivery and re-engagement strategies using AI-driven insights, ensuring a seamless buyer journey. Their key objectives included:

• Establishing thought leadership through AI-curated content
• Staying top-of-mind with predictive, behavior-based automation
• Re-engaging sales qualified leads using AI-driven scoring
• Increasing interest in downloadable content with dynamic personalization
• Delivering high-quality content tailored to audience needs in real-time

Strategy, Tactics & Results:
The following results and data are from February 2024 - April 2024, promoting a campaign called Leak Week, which is the company’s annual series of webinars used for education, lead generation, and custom engagement. We compared this to the same campaign that did not leverage automation or AI components the prior year. This campaign consists of email automation leveraging AI insights for initial invitation emails, reminder emails, last chance emails, follow-up emails, and on-demand webinar promotion after the live events had concluded.

Increased Email Marketing Opens & Email Clicks: With a more strategic and ongoing tactical approach to email marketing, they saw the following results:

• 18.9% increase in email open rates
• 14.3% increase in email click rates
• 33.9% increase in email click-through rate

Increased Registrations: With a more strategic focus on email marketing for this campaign, they saw a 32% increase in registrations from re-engaged prospects (those who were already in the database but may have been dormant).

Use of AI in Email Marketing: 
In addition to using HubSpot as their marketing automation platform, we leveraged Seventh Sense, an integrated send-time optimization artificial intelligence tool, for email marketing. This tool optimizes emails to be sent on the day of the week and the time of day that a contact is most likely to engage based on their activity in HubSpot. This ensured recipients would receive the email when they were most likely to engage with it. Aside from an increase in email opens and clicks, implementing AI in email marketing was a 225% increase in newly engaged contacts. This metric tracks the re-engagement of contacts who had not opened or clicked an email in the prior six months.

Increased Revenue: The goal of any marketing department is revenue generation. They saw over $141K generated from marketing automation efforts directly related to this campaign.

Increased Email Deliverability: Deliverability is one of the most critical but underutilized metrics tracked. If emails aren’t delivered, they don’t serve the purpose of the email program. To start, we used a system called NeverBounce to cleanse the database prior to this campaign to ensure optimal deliverability. This ensured the contacts in their automation platform were all valid. During this timeframe, they saw a: 

• 1.15% increase in email deliverability
• .37% decrease in hard bounces
• 44% decrease in unsubscribes

Increased Email Re-engagement: In addition to HubSpot, we use Seventh Sense to optimize the engagement of their email sends. This send-time optimization software allows companies to email their contacts on a specific day and time based on their contacts’ engagement habits. They’ve seen much success utilizing this software to re-engage existing contacts in their database with email. During this timeframe, they saw:

• Over 3,330 existing contacts who re-engaged with emails
• 93% increase in existing contacts who re-engaged with emails
• 11% increase in the percentage of existing contacts who opened at least one email sent to them

Business Impact:

• $141,000+ in revenue generated from marketing automation related to this campaign
• 18.9% increase in email open rates
• 14.3% increase in email click rates
• 33.9% increase in email click-through rates
  
  
  

If you're looking to achieve similar results as the company featured in this case study, we invite you to speak with one of our inbound marketing experts today. We will discuss your current marketing and sales goals, how you're leveraging HubSpot, and the potential impact you could achieve when working with a HubSpot partner.