Growing an Electronic Health Record (EHR) software firm is no easy task. You need the right “people” to develop your product and to market and sell it. Then, you need the right “process” to help the company find sustainable development. After B2B companies overdo the traditional strategies of getting new customers through referrals, buying lists, trade shows, sales emails, etc, they need to find new ways to scale. Selling products to people in private practices, hospitals, and health systems is no exception.
That is where a new process of bringing in clients comes in, called “Inbound” marketing and sales (or “smarketing”).
A growing number of companies in different industries are starting to include the Inbound approach into their general marketing and sales strategies. According to a State of Inbound Report by Hubspot, companies are three times more likely to see higher return on investment (ROI) by using Inbound than with traditional, unreliable marketing and sales methods. Inbound has numerous benefits like:
- Helps raise brand recognition
- Costs a lot less than conventional methods like ads, cold-calling, trade shows, etc
- Allows you to build strong connections with clients by regularly giving information
- Produces top-quality web traffic and leads
- Develops your reputation and trust from leads
Here are four B2B companies that scaled their development using Inbound Methodology:
Flex-A-Seal is a company that makes mechanical seals for industrial pumps.
When the employees at Flex-A-Seal saw they weren’t getting enough web traffic, they partnered with an Inbound company to try new ways of marketing. The company redesigned the firm’s website and enhanced it for internet search using relevant search phrases. This caused the site to rank first in online search and the organic web traffic grew by more than 95%. The Inbound company also developed free idea sheets that site visitors could download and install in exchange for their contact information. This strategy produced more than 50 qualified leads in four months.
Flex-A-Seal also had a factory in Brazil and wanted to increase their sales in the South American market. The Inbound firm developed flexaseal.mx, a microsite targeted especially at Spanish-speakers. This created more leads throughout Latin America and raised Flex-A-Seal’s sales by 400%.
In addition to concentrating on their website, Flex-A-Seal wanted to produce even more leads through social media. The Inbound company developed a LinkedIn group for the key execs and sales reps to use to prospect and engage. This boosted Flex-A-Seal’s LinkedIn following by 800% and developed them as an authority in the industry.
Bell Performance is a leading maker of oil and also gas additives.
First, the business didn’t really have a website to find leads online. They wanted to grow their brand name recognition, so they needed to create an expert website. To start this, Bell Performance partnered with an Inbound firm. The company first helped Bell Performance identify their Buyer Personas and developed a customized website with content that targeted ideal buyers. The first step enhanced their organic web traffic by 700% in one year.
The Inbound company then developed landing pages with the purpose of collecting site visitors’ contact information. Various offers were advertised on social media and using email marketing to guide prospects to the landing pages. This caused a rise in the company’s lead generation by 1400% within two years.
Using Inbound strategies, Bell Performance was able to close 600 new online sales in the first year. In the second year, their online sales grew by 80%!
HUI Manufacturing is a business that focuses on sheet steel construction of clinical carts and commercial items.
HUI was using pay-per-click (PPC) advertising and marketing to find leads and wanted to discover new ways of bringing in organic web traffic. They also looked to an Inbound company for help. The company helped HUI product the Medical Carts blog and create a six-month content calendar with blogs that related to potential clients’ needs. They created long-form content like rip sheets, ebooks, and overviews that required visitors to give their contact information before downloading. This content was advertised in targeted LinkedIn groups.
The outcome was a 68% boost in organic web traffic and 115% boost in traffic from LinkedIn alone. Site lead conversions improved by 150%. In the first eleven months, the new sales created through Inbound resulted in two million dollars in new earnings!
Corrugated Metals is a company that supplies corrugating products and services for the defense, transportation, equipment and construction industries.
The company wanted to bring in more qualified leads and improve their sales numbers. To overcome this issue, they worked with an Inbound firm. The first step was to revamp the company website and make it optimized for both smartphones and computers. Then, they produced blog content on topics like “energy efficient building materials” to bring in organic web traffic with key phrases enhanced for online search. This content was advertised using various social media networks to bring in more people to the Corrugated Metals’ website.
With this marketing project, Corrugated Metals experienced a 198% boost in online web traffic and 285% more leads.
The final word
The world is constantly changing and it’s critical that every part of your organization keeps up with the changing needs of your clients. Today’s buyers will not do away with traditional marketing all-together, but value informative, relevant content generated using “Inbound” strategies. It’s time to place your leads first and your firm last so you can attract more potential customers and grow your profits.
As Inbound experts, Responsify has helped many marketing and sales groups integrate Inbound into their lead creating and nurturing processes. Don’t hesitate to book your free strategy session now. We can help you review your current methods and find ways to better scale your Electronic Health Record software business!