VFE’s adoption of the inbound methodology proved timely. With the global pandemic challenging businesses around the world to work differently, the inbound methodology provided a sustainable, scalable foundation from which VFE could develop its digital presence and reach new markets.
Commercially, our inbound activities have influenced £4.8m (€5.6m) in sales over the course of six months, with revenue clearly attributable to each of the product campaigns we have implemented, thanks to HubSpot’s data integration and the sophisticated reporting set up by our Expert Practices team.
Following the data trail back, we have recorded the doubling of organic traffic since August 2020 and a 700% increase in sessions from social media between July 2020 and February 2021, highlighting both the key channels through which we have been able to reach the target audience and VFE’s growing brand.
VFE is now getting into conversations with prospects far earlier. They are also able to vet prospects effectively to identify better-qualified leads.
This success would not have been possible without the complete commitment to the process demonstrated by VFE’s senior leadership team. The manufacturing sector isn't renowned for its adoption of the latest marketing innovations, but by embracing an entirely new approach, and trusting in our expertise, VFE has unlocked new strategic dimensions to how it markets and positions its products.
As we move through 2021, we plan to build on VFE’s success with the development of a new website, as well as completing the HubSpot implementation by onboarding Service Hub. Our Expert Practices team is keen to further develop the data within the custom objects to unlock new insights VFE can use to inform business-wide decisions. We are excited to continue supporting VFE’s wider growth strategy by launching several NPI campaigns, reinforcing their position as the technical experts for heat treatment products and services in Western Europe.