Results | BIE

INDUSTRY: Business Services

Their problem

Managers wanted a new website and to use inbound marketing to drive customer and candidate acquisition, extend and nurture customer access points and turbocharge the Transformation team’s contribution to the Group.

The results

Within just three years, website traffic rose 340%, over 2,100 new contacts were registered and qualified, the Business Transformation team became the fastest growing department within the Group adding over £15 million annualised sales.

BIE Executive's journey.

A HubSpot customer case study

BIE Executive is an interim management, executive search and business consulting services specialist focussing on supplying senior talent solutions for fast-moving, transformation businesses.

Management decided to use an inbound marketing strategy to support growth focussing on customer acquisition and candidate harvesting by creating highly relevant, insightful content around business change.

Decisions made

Move to a new content-led website that accurately positioned the business as a recruitment, transformation resource and partner for ambitious, growth-driven companies looking for exceptional talent right across the business cycle. Create and promote powerful content to stimulate hearts and minds and talk to customers and candidates, simultaneously. Drive high quality leads and opportunities.

Refresh the corporate ID
Use personas to ensure all outputs are relevant
Consider what customers and candidates want to read and engage about
Leverage the insights, knowledge and experience of BIE people and their network
Use the full inbound toolkit to drive leads, extend and nurture relationships
Segment messages by topics: Innovation, Business Transformation, Organisational Change, Careers, Organisation Design & Leadership

Outputs

Equinet begun by focussing on customer personas, key words and developing a content and editorial plan that customers and candidates would respond to. We focussed on data management and segmentation, blog writing, creation and promotion of eBooks, proprietary research, event marketing and an eNewsletter. These and social media were used to drive qualified leads per month, nurture, extend and win new relationships that could be monetised.