How we helped Wirtek to get their inbound marketing program off the ground: Case Study

Our client

Wirtek is a Danish IT services provider with over 20 years of expertise, working with companies in the Energy sector, Telecommunications, Workforce management, to help them build custom software and test professional hardware that overcome the end users’ expectations.

Prior to 2020, it had been growing through a combination of outbound sales, referrals and the leadership team’s network.

The project

Activating in a very dynamic and crowded space (IT services, software development), Wirtek realized that reaching their ideal clients via outbound was becoming increasingly costly and inefficient.

The need

Our client decided that in order to achieve their growth goals, they needed to add a stream of inbound leads and start attracting, engaging and educating potential customers in different stages of their buying journey.

The main objectives

  • To reduce the dependence on outbound
  • To transform the website into a growth engine that would bring prospects for the sales team
  • To incorporate relationship building components through nurturing emails automation
  • To give the marketing team complete ownership of the website
  • To build a website around Wirtek’s ideal clients’ needs

We chose HubSpot CMS

We chose HubSpot CMS and used a growth-driven approach for development.

  • We discussed together with Wirtek who the website is for and what jobs were their ideal clients trying to achieve when visiting the website
  • We determined the most critical website requirements
  • Built an initial website structure and wireframes
  • Then worked on creating the design, implemented the website in HubSpot CMS, tested and launched the first version
  • We helped import contacts from former CRM
  • We trained the sales and marketing teams on using the HubSpot CRM, the sales and marketing tools
  • We set up their marketing processes in HubSpot (forms, automated workflows, contact management & more)
  • We set up an analytics dashboard in HubSpot, so the sales and marketing teams can quickly see how their leads progress through the sales funnel

Our approach

  • Our team spent time learning about Wirtek’s business model, who their clients were, how these clients converted, what made Wirtek’s services stand out, who was the competition – in short, get up to speed with how Wirtek operated.
  • We then sat down with our client to discuss their growth goals, define which KPIs to track and attribute revenue goals to marketing.
  • The next step was conducting an indepth marketing audit:
    • We organized interviews with Wirtek’s clients as well as the sales, marketing and operations teams to get a clear understanding of the different client segments and decision makers, what their buying motivations were, pain points they were trying to solve, and how their purchasing journey looks like.
    • We then distilled these insights and created buyer persona profiles and buyer journey maps.
    • We conducted an in-depth content audit to understand what content was already built, which content we needed to build from scratch and what we could repurpose or update
  • We also analyzed Wirtek’s channels (paid, SEO, organic) to uncover opportunities and gaps
  • Knowing Wirtek’s growth goals, who their ideal clients were, and what their buying journey was, we put together an inbound marketing plan, devised in quarterly campaigns.

Key results

  1. Organic traffic grew from 14.25% of total traffic in 2020 to 36.56% of total users in 2022.
  2. Inbound leads grew 3 times between 2020 and 2022 and MQLs grew 10 times in the same time frame.
  3. More than 424k people reached
  • 4708 engaged with the social accounts
  • 4498 people landed on the website
  • 152 leads coming from paid social & paid search
  • 95 Marketing Qualified Leads
  • 1 opportunity influenced
  • 182 contacts enrolled in the email nurturing workflow

4. Since we started our collaboration, we managed to redesign the client’s old website into a modern one, optimized for conversions.

5. We’ve been building and distributing content for their ideal clients and driving new marketing leads and enrolling them into nurturing sequences and directing them to sales at the right time.

Do you want to grow your business with digital marketing done smart?

When you’re ready, book a 30-minute call here.