At first, Guest Suite's lead acquisition model was based on “cold calling”; this means that the sales team was in charge of finding new prospects and leads. This method was very expensive for the company and not really scalable. As Guest Suite was growing, they entered new markets and new countries. That’s the reason why they needed to find a smarter way to generate more leads. As a solution, we suggested them to adopt an inbound marketing strategy combined with Growth-Driven Design methodology.
As the firm was developing over time, the sales workforce gradually extended. Guest Suite needed to be more cost-effective in terms of lead generation. Meanwhile, their blog was struggling to get off the ground and their SEO traffic was quite weak.
The best way for them to align the different actions was to migrate their website to HubSpot. We first proposed them to redesign their homepage and their blog lists as they were looking a bit old-fashioned. The main goal was to promote the brand and to dive into inbound marketing. We also decided to migrate the blog from a sub-domain to a directory in order to be better ranked in terms of SEO. Last but not least, we created their e-reputation tool that could help with lead generation quickly.
In 1 year, Guest Suite won 150% of additional visitors! The brand new homepage alone represents 60% of these striking figures. Finally, the migration of a blog toward a directory allowed them to increase their SEO traffic by 150% within only 2 months
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