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After only 12 months of inbound marketing, Metier OEC has an income that is over 7 times the investment

– We no longer shoot sparrows with a cannon

Metier OEC is the leading Nordic supplier of project management. As a competence company, they have achieved good results from sharing their knowledge on project management as a subject, both to existing and potential customers, through their inbound marketing strategy.

After only 12 months of focusing on inbound marketing and HubSpot, they now have an income that is over 7 times the investment in HubSpot and inbound-bureau – from contacts that have visited the blog or landing pages alone.  

As Jon Arve Wålberg, Online Solutions Manager at Metier OEC, explains: “We no longer shoot sparrows with a cannon. We know whom to send which offers to and are able to tailor everything we send out to existing and potential customers.”

Before we dig deeper into the numbers, let’s take one step back: How did their inbound marketing journey begin?

Why inbound marketing?

Jon Arve explains that Metier OEC had done quite a bit of research regarding inbound marketing and quickly understood that this was the way to get more and better leads.

“We sell courses, certifications and other services of relatively high value, which means that most of our customers do a great deal of research before they choose a product and supplier. This fits well with inbound marketing because we have become more visible in search engines and on social media.

To illustrate: We get around 400-500 new contacts every month and about 40 per cent of these come from organic search. We also hit our target audience well on social media because we target based on the personas we have identified through the inbound marketing methodology.”

“We no longer shoot sparrows with a cannon. We know who to send which offers to and are able to tailor everything we send out to existing and potential customers.”

— Jon Arve Wålberg Director of Online Business Development, Metier OEC
Inbound customers

Inbound customers invest more and buy more often

At the beginning of the inbound strategy, Metier OEC got around 100- 300 leads per month whereas this number has increased to a stable 500 leads per month the last couple of months.

Not only has inbound marketing resulted in better lead generation, it has also given more qualified leads. Metier OEC has seen that customers that read more information and keep up to date is more likely to buy several times – and more likely to invest more.

“We have experienced that the contacts in our database that has performed inbound activities such as read our blog or downloaded content in general buy 1,3 times.

In contrast, those that have not done any inbound activities in general buy 1,08 times. Moreover, 27 per cent of the contacts that have bought a certification or a course with us during the last 12 months have visited the blog.”

It’s become much easier to send our leads and customers more relevant information

– It’s become much easier to send our leads and customers more relevant information

With the inbound marketing methodology implemented in all marketing processes, it has also become easier to segment and send relevant information to leads and customers:

“It has become much easier to segment lists, and we, therefore, have a lot higher opening rates on emails and offers that we send now than what we had earlier.”

In order to take the methodology one step further, Metier OEC is now ready to get started with inbound sales. They will focus on improving their use of the HubSpot CRM and implement inbound in their sales processes.

Avidly Norway will thus be an important collaborative partner not only in terms of inbound marketing but also in inbound sales.

Why Avidly Norway?

“We have chosen to collaborate with Avidly Norway because of the people working at the company. They are good at what they do, professional and flexible. My best tip for companies that are considering implementing inbound marketing is to follow blogs and read up on the subject. I also recommend everyone to attend one of Avidly Norway’s breakfast seminars. Here you’ll quickly find out whether or not this is a good fit for your company.”

— Jon Arve Wålberg Director of Online Business Development, Metier OEC

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