Case Study: ONVI Prophix Inbound Marketing System with HubSpot

Sector: Technology  Project: Social Media Branding, Social Media Management, Social Media Advertisement,  Inbound Marketing / HubSpot

A cutting-edge startup in the field of dental technology with an innovative new product came to Sarah Best Strategy to help build a consistent inbound marketing system with HubSpot from the ground up. Results included 30–60% fan growth each month, 40k website visits, 1000+ leads, and 70 pre-launch customers, with social content seen 1.5 million times.

The Challenge

ONVI is an innovative startup in the field of dental technology, designing groundbreaking products that empower people to better understand their oral health habits.

They came to Sarah Best Strategy to help build their inbound marketing system for Prophix, a video toothbrush paired with an app.

​The SBS team, experienced across many marketing disciplines, including social, SEO, website content strategy, and advertising, was a great fit with ONVI. We were able to nimbly adjust to the needs of a new company leading up to a product launch and offer guidance on establishing an inbound marketing system with HubSpot to provide structure and tracking.

The Idea

Sarah Best Strategy worked collaboratively with a variety of partners on this project, including web developers, app developers, business owners, branding experts, and other media partners. The project unfolded in phases:

Foundational Work
  • We provided consulting support, starting with a session designed to identify the key messages that spoke to the unique needs of Prophix's two target audiences—dental health care professionals and consumers.
  • We then sketched out their user journeys, creating a flowchart outlining the steps of user goal achievement (from awareness to purchasing a product).
  • We used this to map out the content for the website.
Phase One: Defining Key Messages

  • We focused on developing a full inbound marketing system with HubSpot that deployed the same key messages across:
    • Talking Points
    • Website Copy
    • App Copy
    • Public Relations Materials
    • Email Newsletters 
    • Lead Generation Ad Campaigns
    • Product Instructions 
    • Product Packaging
    • Social Media Content
  • We adjusted copy system-wide based on the results of early user marketing research.
  • We created editorial guidelines for all future ONVI employees and vendors, ensuring future brand consistency.


Phase Two: Establishing Digital Marketing Channels 
  • We established ONVI’s social media channels.
  • We created and deployed social media campaigns.
  • We created and deployed search engine optimized (SEO) blog content following the content and social media plan we developed in Phase One.
  • We also began building engagement, growing audiences, and inbound leads through social media advertising
  • We worked in sprints to test hypotheses about the best combination of audiences and creative and iterating based on what we learn.

The Results

  • Generating Inbound Leads and Customers: Across all marketing activities, we generated over 43k website sessions, 1k+ email mailing list contacts, and 70 customers in the pre-launch period before the product was available. Social was the second biggest driver of traffic to the website.
  • Audience Growth: We saw 30–60% fan growth each month. We scaled to 2,800 Facebook fans in the first six months of the preorder period, and 4600 Facebook fans to date.
  • Getting Content in Front of Audiences: Social content was seen 1.5 million times on social media, yielding 5,000 fan engagements, and 10,000 link clicks in the first six months of the preorder period. Those numbers are increasing as the audience grows.
  • Highly Engaging Content: There were an average of 50 engagements per post and 17,000 impressions per post on Facebook.
  • We established a seamless inbound marketing system with HubSpot, which works across all online and offline marketing channels.​
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Visit: http://www.getprophix.com

"The Sarah Best Strategy team has been an integral part of building out our ONVI brand messaging and social media presence. I have experienced a level of support and expertise throughout our engagement that has made it a true joy to work with them. I am very much looking forward to continuing to work with Sarah and the team and am happy to recommend them every chance that I get!

​— Emily Kohler, ONVI Co-Founder and CMO