Statwolf gets ahead of the pack with inbound marketing
The typical SaaS model suggests that referrals are the lynchpin to success, though inbound marketing has become a force in and of itself. Indeed, SaaS companies need to move beyond the traditional model of referrals and merge outbound and inbound into a sleek, self-sustaining flywheel.
Statwolf, an Italian SaaS company based in Dublin, Ireland has used inbound marketing to get ahead of the pack – forging strong growth and experiencing inbound success.
The challenges: a crowded market
While Statwolf boasted a number of high-profile clients, it lacked a coherent marketing plan. The website had a divisive user journey and users weren’t converting.
Likewise, Statwolf faced strong competition from companies with similar offerings in the data science and marketing dashboard field. Many had a robust strategy in place already and were utilising their information as their greatest asset.
To meet demand, Statwolf turned to inbound marketing to promote its two core solutions: its Data Visualisation Dashboard and Data Modelling Solution.
Founded by three PhD data scientists, Statwolf’s goal is to bridge the gap between state-of-the-art machine learning solutions and enterprise tools.
With offices in Dublin, Ireland and Padova, Italy, Statwolf’s goal is to make the benefits of complex data science accessible to a wide range of industries.
Inbound marketing sets the flywheel free
Statwolf began its inbound activity from a standing start, pivoting to a fully-featured inbound marketing environment where a rich seam of user-specific content and assets deliver a pipeline of leads for the sales funnel.
The personas are integral to any marketing strategy. As such, we began the process with a Buyer Persona workshop, where we established three core customers for Statwolf alongside customer intel and website traffic.
- Marketing Agency Matteo – Male, 28-40, a marketing professional.
- First Mover Francesca – Female, 35-45, senior role.
- Assembling Angelo – Male, 40-60, senior engineer/manufacturer etc.
The personas then determine the channels, needs, wants, and motivations – which in turn inform our overall content strategy.
From there, we developed quarterly content calendars containing blog content and key assets that would all be hosted within HubSpot to allow for full-funnel, 360 content marketing.
The blogs were the backbone of the content strategy, with personas dictating the content split e.g. originally we focused on marketing content before moving toward ‘Angelo’, the senior data science persona.
Blogs were rolled out weekly alongside paid social and content was closely monitored such that we could edit and adapt our strategy for peak performance.
Phase two: time for a refresh
As we developed the strategy, it became obvious that the site needed a revamp and an information architecture overhaul to better consolidate visitors into leads. The key focus of the redesign was on optimising the user journey for Statwolf’s personas.
We moved the entire site to HubSpot to maximise for visibility and to further develop our lead nurturing campaigns. The new site was streamlined, more compact, and prioritised a seamless user experience depending on the three personas.
Next came the creation of a long-term content strategy, including blogging, social media, email marketing, animated video content, event collateral, database management, and a website refresh to align with Statwolf’s adapted Tone of Voice. Straightforwardness and dynamism were key: the site should efficiently communicate the benefit of Statwolf to its target personas via copy, content, and visuals.
We also used the Blogging tool for each blog, followed by Smart Call-to-Actions at the end of each blog that directed to a Landing Page with the first asset. Lead Flows were also implemented upon exit intent, prompting people to subscribe to the email newsletter every week. Each blog was auto-published using the Social tool to all of the Statwolf social accounts, as well as members of the SW team, and emailed out to the relevant persona list.
Integrating with HubSpot also gave us full visibility and allowed the switch to dynamic content across the entirety of the site. As part of the redesign we also created a simplified animated video to give Statwolf extra personality, but also to explain the core products in an accessible manner.
The final prong of the inbound strategy utilises HubSpot’s landing pages and great content marketing via the creation of gated, premium assets.
The assets are niche and ultra-targeted to our personas and are integral to lead nurturing and scoring, with leads being moved into relevant workflows with the intention of becoming customers.
On the landing page for the eBook, forms were placed to convert visitors into contacts. From there, a Workflow was automated to notify the owner of the contact, as well as a follow-up mail to the contact. The lead is then nurtured down the buyer’s journey with relevant content.
For the first time, Statwolf was able to offer content that added value to every stage of their Buyer Persona and generate qualified leads for their business. Sales enablement training was also provided to the Statwolf team so they can start prospecting and turn qualified leads into customers.
- 105% increase in monthly recurring website traffic.
- 300% increase in interactions from social media.
- 107% increase in traffic from organic search.
- Average landing page conversion rate of 25% (benchmark according to here is 9%).
- 310% increase in overall lead generation.
- Email metrics are as follows:
- Open rate: 34.78% (Industry average 17.75)
- CTR: 4.47% (Industry average 3.29%)
Our social targeting has been integral to Statwolf’s marketing success, with LinkedIn playing a key role in creating and developing targeting audiences inline with our defined user persona.
Beginning broad, we refined our targeting based on data which yielded exceptional results with a 17 percent conversion rate against a global benchmark of 9 percent.
By all accounts, inbound marketing has set Statwolf apart from competitors and become an integral part of its business strategy.