Inbound Marketing Case Studies

Dan Godla knew he was onto something. As a veteran of the healthcare industry, he had grown frustrated by unintuitive, unreliable platforms that were holding back caregivers. “As a growing startup, we could move pretty fast,” says Dan. “Our core product did a lot of what these new programs were asking to do, and we added the missing features until we had the solution doctors needed.” Even with a good product, growth was slow in such a crowded industry. Dan and his team needed to do something to break through.

How do you stand out in an industry jam-packed with competition? For years, Fire & Ice Heating and Air Conditioning faced this challenge, and for years, they chose the same path: We can do it cheaper than the next guy. To survive, they needed to get some distance from the competition. They knew there must be a way. When they happened upon Marcus Sheridan’s book They Ask, You Answer, they knew they'd found it.

The Dalinghaus team was spending heavily on paid search ads. Brad Dalinghaus had heard it all before. His team had worked with several agencies over the years, and every single one had prescribed the same solution: You need a new website. But several expensive website redesigns failed to deliver results — as did the mediocre blog articles the agencies would write. On top of that, the Dalinghaus team was spending heavily on paid search ads. It was clear that something had to change.

Bill and Taffy happened upon Marcus’s book, and the message resonated with them. It made so much sense: With the right content, they could attract would-be buyers to their website. Rather than blasting out mailers and radio ads, they could have potential customers come to them.

“I started reading the book,” recalls Bill. “I thought, ‘this is fantastic, we can do this.’ ”

Ryan DeLettre, Davy Clay, and Josh Smith founded Dental ClaimSupport to solve an all too common problem: Dental offices spend too much time on insurance and paperwork, pulling resources away from patient care. 

They knew they had a great product and a winning business plan. They just needed to figure out how they could scale.

For more than 30 years, Pennsylvania-based Applied Education Systems (AES) has been empowering teachers for those critical moments, providing lesson plans and other materials to improve the classroom experience for teachers and students alike.

President and founder Jim Schulz does not take this responsibility lightly. “Everything we do at AES,” he says, “is about believing in lifelong learners.”

The folks at Berry Insurance faced a challenge. They knew that insurance was something that everyone needed but no one knew much about. Even worse, people associated insurance with the worst moments of life: accidents, injuries, and disasters. Would inbound marketing really work for a small independent insurance company? Would people even want to read about insurance?

The team at Yale was frustrated. They had invested heavily in inbound marketing and HubSpot but were not seeing the growth they expected. After discovering They Ask, You Answer and with training from IMPACT, things quickly took off. Today, inbound marketing with They Ask, You Answer is far and away Yale’s largest and more lucrative channel for sales. Their revenue has tripled, and they’ve expanded from one retail location to three.

Austin, Texas is one of the hottest real estate markets in the country. With so much competition, how can a determined young start-up compete? By using content to build trust and connect with buyers. Aquila Commercial bought in to They Ask, You Answer and never looked back. Today, their internal marketing team produces content that buyers crave and their sales team loves — and they’re bringing in qualified leads like never before.

Las Vegas-based AIS offers end-to-end solutions for local businesses, ranging from IT and leasing to copier and printer sales. They’d tried inbound marketing in the past, working with a respected agency, but results were underwhelming. But once IMPACT guided them through They Ask, You Answer, AIS started seeing results they couldn’t believe. In just 18 months, AIS’s organic website traffic grew 11X and new leads increased by 350%. That’s translated to huge gains in revenue, too.

Mazzella Companies is one of the largest independently-owned companies in the overhead lifting and rigging space. With the guidance of IMPACT’s consultants, Mazzella set out to create and leverage content in their digital sales and marketing processes. They saw the value in They Ask, You Answer early on when their content began appearing on the first page of search results for some of their industry’s most coveted keywords.

West Roofing Systems team decided they wanted to set themselves apart from the rest of their competitors by revamping their website so it was dedicated to educating clients on all things commercial roofing. In the two short years since West Roofing Systems has been working with IMPACT and implementing They Ask, You Answer as their core inbound marketing philosophy, the West Roofing Systems team has already closed 14 commercial roofing deals they can tie directly to their marketing efforts.

Retrofoam homeowners achieve comfort and energy efficiency in their homes with environmentally-friendly foam insulation. In just three years, by working with IMPACT and adhering following the principles of They Ask, You Answer to the letter, Retrofoam went from stagnant business growth to a heart–and home–warming content marketing case study. They have more than doubled their business since they started working with IMPACT, and they can attribute it all to content marketing, assignment selling, and digital marketing.

La-Z-Boy Southeast came to us after they heard IMPACT partner Marcus Sheridan speak at an event for like-minded business leaders about They Ask, You Answer. Within just a few months of writing articles and producing videos addressing the most common questions their buyers were asking, the results started to speak for themselves. Their website traffic increased by 500% due to their content marketing efforts — and today, their organic traffic is 2,751% higher than it was before they started with their new strategy.

Office Interiors is an office furniture and technology company spread throughout three eastern provinces in Canada. When they started to work with IMPACT, they understood the types of blog articles they needed to write from reading They Ask, You Answer, but needed help creating articles optimized for search and reader engagement. After working with IMPACT for two years, 54% of all page views are views of the blog. And not only did we grow our website traffic and leads, but our qualified leads are now even more qualified.

Intek had gone five years without so much as a noticeable uptick in monthly traffic. From writing content addressing "The Big 5" blog topics guaranteed to drive traffic, leads, and sales, to putting out weekly updates on what was happening in the world of freight and logistics, it didn’t take long for Intek’s name to start outranking their competitors. 

FBi Buildings is a local, family-owned business in Remington, Indiana, that has been at the forefront of midwest pole barn construction. Their marketing team started consulting services with IMPACT: content consulting, HubSpot consulting, and video marketing consulting. With a healthy blog, helpful videos, and an optimized website generating tons of monthly traffic (over 50,000 per month), the FBi Buildings team is ecstatic over the number of leads and deals they are generating from their inbound marketing strategies.