Case Study: Busy Beaver Button Co.
Sector: eCommerce
Project: Inbound Marketing Strategy for eCommerce, HubSpot Onboarding, HubSpot Tools
Sarah Best Strategy worked with Busy Beaver Button Co.—a woman-owned, eco-friendly business offering promotional products to a wide range of customers—to strengthen their inbound marketing strategy for eCommerce. In the first 90 days of the partnership, Busy Beaver experienced a 74% increase in web traffic and a 78% increase in customer contacts. In the second 90 days, a combination of customer re-engagement campaigns and new inbound content marketing campaigns increased revenue from inbound marketing activities by 166%, exceeding the company’s goals.
The Challenge
Busy Beaver Button Co. is a woman-owned, eco-friendly, B2B and B2C eCommerce business offering promotional products for a wide range of clients. This artistic and independent seller, a solid part of Chicago's creative scene, services a broad range of companies, including bands and record labels, political campaigns, health systems, universities, breweries, and retailers (just to name a few). They offer an array of products such as enamel pins, campaign buttons, custom bottle openers, mirrors, clothing magnets, and stickers in fun finishes like metallic and glow-in-the-dark.
Through quarterly strategy consulting with SBS on SEO and content opportunities, we identified several important opportunities for driving additional revenue, which included:
Busy Beaver also wanted to streamline their sales and marketing tools—moving from a disparate array of software subscriptions to HubSpot, which would provide a more inclusive, all-in-one platform. HubSpot’s integrated reporting would also help them track the effectiveness of their marketing efforts and tie them back to revenue.
Through quarterly strategy consulting with SBS on SEO and content opportunities, we identified several important opportunities for driving additional revenue, which included:
- Customer re-engagement campaigns;
- Automations including abandoned cart emails; and
- Initiating cross-sales with customers of different product categories.
Busy Beaver also wanted to streamline their sales and marketing tools—moving from a disparate array of software subscriptions to HubSpot, which would provide a more inclusive, all-in-one platform. HubSpot’s integrated reporting would also help them track the effectiveness of their marketing efforts and tie them back to revenue.
The Idea: Inbound Marketing Strategy for eCommerce with HubSpot
Sarah Best Strategy (SBS) onboarded Busy Beaver’s team onto marketing and sales Hubs, and provided strategy throughout the process. Busy Beaver used Unific to connect their eCommerce site to their sales and marketing systems.
Over a period of twelve weeks, SBS led Busy Beaver in learning HubSpot tools, developing their first inbound campaign, generating quick revenue wins, and streamlining sales processes so salespeople had less administrative work to do, enabling them to focus on their pipelines.
Over a period of twelve weeks, SBS led Busy Beaver in learning HubSpot tools, developing their first inbound campaign, generating quick revenue wins, and streamlining sales processes so salespeople had less administrative work to do, enabling them to focus on their pipelines.
- The first month focused on implementing quick wins. This included:
- Orienting the marketing and sales teams to HubSpot tools;
- Setting up an abandoned cart sequence to recapture sales and drive revenue growth;
- Automating administrative tasks in Sales Hub;
- Turning revenue goals into actionable marketing goals;
- Discussing the marketing to sales handoff.
- The second month focused on developing all of the pieces we’d need to deploy and promote their first inbound marketing campaign. Campaigns in HubSpot enable multiple elements to be integrated together toward a common goal. Campaign components included:
- Calls to Action, or CTAs, (clickables);
- Pop-ups and slide-in forms;
- Copywriting for ads and social media;
- Email campaigns and automated drip sequences; and
- SEO / content marketing.
- The third month focused on launching that campaign using HubSpot’s advertising, email, and social media tools, reporting on success, and auditing our work together.
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The Results
- A 74% increase in web traffic and 78% increase in customer contacts in the first 90-day period; we observed significant revenue attributed to organic search and social media during the same time period.
- A 166% increase in revenue attributable to inbound marketing (a combination of customer re-engagement campaigns and new inbound campaigns) in the second 90-day period, exceeding the company's goals.
- A 15.5% conversion rate on abandoned cart emails, which exceeds industry averages, resulting in significant recovered sales.
- Increased open rates and clickthrough rates across their email program.
- Successful implementation of Marketing and Sales Hubs, including an integration of BigCommerce with HubSpot.
- Simplified tech stack replacing a number of existing marketing tools, and increased ability to track ROI.
- A new SEO-centered content planning process.
- The team now feels confident in using HubSpot day-to-day and is energized about customer re-engagment campaigns and new inbound marketing campaigns.
"Sarah Best Strategy has helped Busy Beaver focus our efforts in a way that has been very effective! Through our quarterly meetings focusing on specific goals for our SEO that will help certain campaigns our team has been able to pinpoint our work to high impact activities that have increased our traffic over the quarter and beyond!
They also on-boarded us with the HubSpot Sales and Marketing modules. Sarah held our hands through our campaigns and goals setting. The training empowered the team to take what we learned and run with it. The sales team immediately saw results and inbound marketing is gaining traction. She's incredibly organized and knowledgeable and if she doesn't know, she gets the answers. We also appreciated Sarah's kindness and encouragement. I couldn't imagine using HubSpot so effectively without Sarah's guidance."
They also on-boarded us with the HubSpot Sales and Marketing modules. Sarah held our hands through our campaigns and goals setting. The training empowered the team to take what we learned and run with it. The sales team immediately saw results and inbound marketing is gaining traction. She's incredibly organized and knowledgeable and if she doesn't know, she gets the answers. We also appreciated Sarah's kindness and encouragement. I couldn't imagine using HubSpot so effectively without Sarah's guidance."
