Boston Health Club Drops Direct Mail and Pumps Up Leads with HubSpot

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Beacon Hill Athletic Clubs is a chain of New England area health clubs offering group exercise classes and innovative programs. Lee Crabb, BHAC's PR and marketing specialist, explains how her company uses HubSpot to eliminate print advertising while growing organic traffic and leads.

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Boston Health Club Drops Direct Mail and Pumps Up Leads with HubSpot

  1. 1. Customer Case Study: Boston Health Club Drops Direct Mail and Pumps Up Leads with HubSpot About BHAC Beacon Hill Athletic Clubs is a chain of New England area health clubs offering group exercise classes and innovative programs. Lee Crabb, BHAC's PR and marketing specialist, explains how her company uses HubSpot to eliminate print advertising while growing organic traffic and leads. Results: Steady Increase in Organic Traffic & Leads • Eliminated direct mail without losing any members • Steadily increased organic traffic • Attracted over 1500 leads in the last six months • Saving approximately $5,000 per month from organic search traffic Challenge: Generating Online Leads and Nurturing Prospects “We wanted to be a lot more easily found on the Internet,” Lee said. Though they did a good job of tracking walk-in gym visitors, they had a hard time extending sales intelligence and follow up to the Web..
  2. 2. Boston Health Club Drops Direct Mail & Pumps Up Leads with HubSpot Solution: Combining HubSpot’s Landing Pages with Lead Nurturing Campaigns HubSpot‟s landing pages, Lee notes, are now commonplace on the BHAC site—introducing trial requests, membership forms and other marketing offers. Lee creates landing pages in less than 20 minutes, optimizing them according to best practices using HubSpot's easy wizards. She can also edit them at anytime and measure performance based on views, submissions and conversion rates. Those [landing pages] combined with lead nurturing save me so much time. Lee no longer manually sends emails to nurture leads further down the sales cycle. HubSpot‟s simple-to-use Lead Nurtuing tool enables her to schedule these emails and measure unique clicks. Lee keeps track of this success with HubSpot‟s marketing analytics that segment traffic into different channels, show lead conversion rates and new customers. “It is also a good way for me to show the owners why we pay for this because I can say, „Look at this graph—it keeps going up.” The average HubSpot customer gets 4.2x more leads after 5 months of active use of HubSpot. To find out what type of increases in leads a company with your current lead volume could expect, check out HubSpot’s ROI study at www.hubspot.com/roi. HubSpot’s integrated marketing software gives you all the tools to implement a successful online marketing strategy from increasing the top of your funnel through conversion, sales alignment and analytics. To learn more, check out HubSpot’s free trial or request a customized demonstration.

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