The Challenge
PBLINK, a membership organisation and B2B portal in the UK, was founded in 2012 to support diverse business entrepreneurs in growing their businesses in the UK. Despite organising over 50 online and face-to-face events annually and having a database of 3,000 businesses, PBLINK faced the challenge of implementing an inbound marketing methodology. This included the complex task of moving 2.5k posts in 2 languages from WordPress to HubSpot and reorganising their digital infrastructure to better manage sales pipelines and feedback mechanisms.
The Solution
To address these challenges, PBLINK decided to transition from WordPress to the HubSpot Blogging tool. The transition was intricate, involving the movement and mapping of 2.5k posts in 2 languages within HubSpot. The process also included organising URL redirections, designing system pages, and creating multiple blogs for members, events, and as a homepage. A number of landing pages were developed, incorporating smart content to nurture relationships with prospects. 'One idea we have come up with is to create a list of contacts who have never been to one of our events and used the HubSpot smart content tool to encourage bookings,' said Anna, Event Engagement Specialist at PBLINK. Additionally, a renewal pipeline for 120+ members and partners was introduced, along with automated payment notifications to save time on reminders.
The Results
The transition to HubSpot brought significant positive outcomes for PBLINK. There was a 25% increase in web traffic, and lead generation saw a substantial boost with over 100 new leads per month. The integration with Survey Kiwi enabled efficient feedback collection from event attendees, and a workflow was put in place to nurture relationships with prospects. The development of 150 Knowledge Base articles and 6 major SEO clusters further enhanced the visibility and relevance of PBLINK's blog. Moreover, the implementation of CTA buttons and forms helped in qualifying leads effectively. Integration with Eventbrite and Google Sheets streamlined the management of event delegates lists, adding to the overall efficiency and success of PBLINK's operations.
