“For 6 months I tried just one part of the Inbound marketing methodology. In that time my company moved from page 13 to page 1 on Google for our industry, and converted enough organic search traffic to pay my salary for the year.”
My career started totally by accident at a Northern California semiconductor company, where I learned the ins and outs of traditional B2B marketing: purchased lists, print ads, press releases, direct mail, and countless trade shows. A whole lot of money was going down the drain, it was tough to measure ROI, and it just never felt like a good fit.
Not knowing what else to do with my life, I moved to NYC to be a one-woman marketing department for an IT staffing/trading technology firm. Fast forward to early 2012, an account rep from HubSpot asked me if I wanted to know our company’s “marketing grade.” I thought sure, what the heck.
The score for our website and social media activity was a pathetic 23 out of 100. It was a depressing reality check, but thanks to my competitive nature I was determined to raise it as high as it would go, as quickly as possible (on a shoestring budget!).
I soaked up everything about the new “Inbound” marketing methodology, migrated our website to HubSpot’s CMS, and started blogging about things our candidates were naturally curious about: interview prep tips, ways to get promoted to management roles, how to handle resignations, and everything in between.
Aside from connecting our social media accounts, blogging is the only part of Inbound that we put time into. The only money spent was for a “basic” HubSpot account (at the time $200/month).
Six months later our grade was up to 85, we ranked on page one of Google for our market, and our website had attracted enough new clients through organic search traffic (free!) to pay my full-time salary for the year. It was the most incredible thing I’d experienced in my career, and I finally found a reason to love marketing.
Most recently I’ve gone all-in with my own HubSpot Partner Agency, Lovable Marketing, leaving a role in the Fintech industry where I was Director of Integrated Marketing and led a whip-smart team responsible for content, video, social media, email campaigns, webinars, events, PR and more.