Recently, I was at an event, and I heard an executive talk about how his sales force was the oxygen to his company. While you might have a great product or an interesting quarter strategy to push your firm’s market share up, your marketing team is what gives you wind in your sails. And the lead generation is where it all starts.
That’s where the story of HubSpot fits in perfectly. The company invented inbound marketing, the science of creating content that appeals and engages target consumers generates quality leads and makes prospects come back for more.
More importantly, the tool that stars for the company in a burgeoning market is the Website Grader – A Website Audit Tool.
It was created back in the day by the co-founder to help assess various aspects of any website, and ascertain its marketing effectiveness. This simple, automated tool has been one of the reasons behind the company’s explosive growth, not only making it one of the few billion dollars valued companies, but also getting it listed on NASDAQ.
The Inside-the-Box Approach:
For marketing software companies, you cannot miss the obvious. Rather than taking three days to draw out a performance report on a prospect’s website, why not create a simple tool that can do the job? That’s thinking inside the box. Think small, and think about the fundamentals.
If you run a marketing automation agency, take a look at your sales strategy. You could resort to a high-budget, visual campaign which brings out your agency’s unique capabilities and that ‘x-factor’ that you hope would floor your prospect. However, that generally involves a huge spend and nominal ROI.
Move to inbound marketing. You could again hire an expert content team to work and dish out quality blogs and whitepapers, publishing them with call-to-action. This route has chances of higher leads and ROI because your target audience is now more relevant and engaged.
HubSpot took the inbound methodology to even higher. They created Website Grader, a simple and free website audit tool that everyone needed and would vouch for. What started as a bold idea back in 2007 is now the world’s leading site audit tool. HubSpot got it right from Day 1.
How did the website grader generate lead organically:
Just enter the website domain and your “Email Address” to get the Website Audit report for free. The Hubspot team not only understood the power of a robust lead generation strategy but demonstrated to the world with the right application.
Back in the day when technologies and tools like automated marketing apps were still considered a luxury in the market, the team went the freemium way by opening up the website Grader for anyone to audit their website.
That was a game-changer and exemplified growth hacking in its nascent stages. Website Grader was a very simple tool that anyone could use. However, go behind the scenes, and anyone would notice that creating the tool would be far from ordinary.
The software had to be fed with a lot of data and signals emanating from the website, for which prior access was available by default. Then, it had to evaluate data against the threshold parameters for an effective site, and finally generate a visual report for the user to decipher and act on unqualified parameters.
All of this had to happen in a few seconds, and the tool made it happen, showcasing the power of marketing automation software.
Dharmesh goes on to describe in one of his company presentations about how the tool was a great freemium hack, where you don’t make part of your solution free, but provide a tool that diagnoses the problem.
The tool was killer and Hubspot generated thousands of leads through the tool.
They went public, achieved annual revenues of around $375 million, and secured multiple investments from the likes of Salesforce.
Can you have one website grader for your business?
Of course yes, RoboAuditor is similar in nature. It audits your website in a few seconds on multiple parameters that influence the success of your website, be in terms of web visitors, engagement or conversions.
But where we go the extra mile is you can now embed that tool onto your website in a few minutes, so you could analyze your prospect’s websites when they send in a request.
And interested prospects can share their contact information for you to build top-of-funnel leads, and pitch them your complete product, increasing reach, engagement, and sign-ups.