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4X YEAR ON YEAR INCREASE
IN ONLINE REVENUES
CASE STUDY
SUMMARY
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WHO ARE
HUTHWAiTE INTERNATIONAL?
Huthwaite International are a leading training provider, teaching organisations around the world to sell, communicate and negotiate to the highest standards. Founded by Neil Rackham, the creator of SPIN Selling, Huthwaite uses original research insights to help organisations permanently change the behaviour of their sales teams.
Huthwaite’s intention was always to grow their support package piece-by-piece, allowing them to continue their existing relationships. Huthwaite approached Axon Garside after being frustrated by the lack of flexibility offered by other HubSpot partners.
THEIR
CHALLENGES
LOW
conversion rate across organic, paid and social traffic.
As an organisation built on research, Huthwaite International had a wide range of extremely in-depth, industry-leading content, promoted through a mixture of organic, PPC and paid social advertising.
While the site traffic was high, not many of these visitors were moving down the sales funnel to become good-quality leads and, eventually, customers. As Ricky notes:
“We wanted to have more engaged conversations with our customers at different stages of the buying cycle and nurture people more effectively down the funnel”.
OUR
APPROACH
USER
intent & needs to leverage existing content to drive leads.
With such a rich content archive, Axon Garside started by repositioning this content into a new buyer’s journey. While Huthwaite International already had clearly-defined buyer personas, the first step was to map the different needs and challenges of these personas across the three stages of our buyer’s journey: awareness, consideration and decision.
This process was not just about identifying customers’ requirements, but to truly understand the journey a person goes through before making a buying decision. By unpacking this journey, we were able to work collaboratively with Huthwaite to map existing content and help nurture visitors more effectively.
THE
RESULTS
Through a strategic mix of content optimisation, CRO, SEO, and other inbound marketing tactics, Axon Garside helped increase Huthwaite International’s online revenue by 433% in one year.
In addition to increasing revenue, our approach also enabled Huthwaite to grow their organic profile, becoming less reliant on paid advertising to drive traffic to the site. This not only reduced bottom-line ad spend, but brought more relevant, engaged visitors to Huthwaite’s site, leading to more qualified leads being generated and, ultimately, more customers.
“When we can attribute revenue to the leads and enquiries we’re getting, it helps us to see marketing in an entirely different light. We can look at marketing not only as an exercise that helps us generate leads and enquiries, but we can actually see the impact we’ve had on the bottom line of the business”.