EasyMovie is a knowledge sharing platform that empowers enterprise businesses to create better business outcomes through employee generated video content. With offices in New York and Paris - and more on the way - they had aggressive growth goals and knew their marketing and content strategy needed clarity and cohesiveness.
With a brand new website in hand, easymovie launched a robust inbound strategy that delivered immediate results
86% increase in leads generated since site launch
450% increase in organic keyword rankings
More than $200,000 in revenue attributed to inbound marketing campaigns
A Cohesive content Strategy
Prior to the website's launch, we build a robust content strategy in the form of two topic clusters, "The Complete Guide to Enterprise Knowledge Sharing" and "How to Shift Company Culture through Structured Video Storytelling."
Turning website Visitors Into Leads
Now that the content strategy was attracting the right audience, we knew we needed a juicy TOFU lead magnet in order to get them to convert.
Enter our premium content: an eBook, 100+ Prompts to Drive Knowledge Sharing through Video
Becoming Industry Thought Leaders
With new leads converting daily, we created several MasterClass campaigns using the Zoom integration to bring expert insights into key challenges that EasyMovie's personas were facing.
The result? More than 700 registrations, including 200+ new contacts!
LEAD NURTURING
Lead generation has been up across the board, but we know that's only half the battle. We knew we needed to build a system that nurtures those leads into sales opportunities by building a mapped Buyer's Journey and using HubSpot's tool to automate the process.
The Buyer's Journey
Once a contact downloads a lead magnet, they are entered into a drip campaign that follows up the premium asset with actionable insights, additional resources, and a path to speaking with an expert.
Lead Nurturing
From there, they were placed into a robust 90-Day Nurturing Workflow that offers up additional premium content, blog posts for further reading, MasterClass recordings, and more.
Lead Scoring
Using HubSpot's lead scoring tool, we were able to measure both our HIGH FIT and HIGH ENGAGEMENT contacts.
Once they reach a score of 45, they are then automatically converted to a Marketing Qualified Lead and enrolled in an MQL workflow in order to get them to book a discovery call.
Sales -> Marketing Handoff
The MQL workflow is designed to get our leads to schedule discovery calls with the Sales team. And it's doing just that!
Anyone who completes the MQL workflow without booking a call is then assigned to an EasyMovie BDR whose job at that point is to reach out through emails and phone calls to open up a sales dialogue.
Hubspot integrations
HubSpot's ability to integrate with other SaaS platforms has been critical to our success. Using the integration tools, we've been able to connect our efforts with other mission-critical software so we've got all our information in one place.
Zoom/GotoWebinar
Through each of our MasterClasses, we've used with GoToWebinar or Zoom so we're getting insights into who's registering for the events, who actually attended, and what questions they asked during the presentation. This information is super important for our follow-up campaigns so that we are sending the right message to the right people.
DataBox
We use DataBox to check in weekly with our main KPIs and see where we are against our goals. It's super important to be transparent and accountable when it comes to marketing and website performance!
SalesForce
EasyMovie's Sales team uses SalesForce to track their deals, revenue, and leads. We use HubSpot's robust integration so that critical data is synced between both platforms so that the Marketing and Sales teams are totally aligned.
The Results
Keyword rankings
Using SEMRush, one of our favorite tools, we're able to see that EasyMovie is up more than 450% over the past two years in keyword rankings (and still climbing!)
Specifically, we've been able to use the topic cluster and pillar pages to to rank on Page One for terms like, "enterprise knowledge sharing," "advantage of knowledge sharing culture," and "knowledge sharing platform." These keywords will be essential to bringing quality traffic to the website!
inbound leads
Inbound leads have surged since the website launched, with more than 86% increase over the prior period. On top of that, our all-inclusive marketing strategy has attracted leads through many different channels: organic, direct traffic, email marketing, social, paid ads, and more!
Increased BLOG traffic
A weekly blog publishing schedule has enabled us to share our content across all channels to increase EasyMovie's authority on these topics, as well as build upon our SEO successes.
As a result, we've built a library of valuable, topical, informative content that is serving both our audience and search engines.
And the numbers speak for themselves!
Deals Increased Since Site Launch
Deals Closed Won is up 47% since the new website launched! This is a testament that the inbound marketing campaign is brining not only more leads to the Sales team, but the right leads.
Revenue-Influencing Masterclass campaigns
The MasterClass series we've run, which have been essential for lead nurturing, lead generation, and creating sales conversations, have directly influenced more than 10 deals for over $450,000.
Conclusion
"I would recommend Web Canopy Studio absolutely, without a doubt. When it comes to value, the return on EasyMovie's investment is exponential... It's a no brainer.
I would wholeheartedly recommend Web Canopy.
And I have!"
- Ryan Harrivan, EasyMovie
NEED TO SEE THESE KINDS OF RESULTS?
If you are struggling with your website and you're concerned about how to make it truly act as an extension of your marketing and sales team, please know that we are here to answer any questions you may have and guide you through the process.
Let's have a discussion about how to really make your website work for you. Click on the live chat icon on the bottom of this page, and let's chat. Cheers!
