05: How Triaster Triumphed With HubSpot to Increase Leads by 650% with Emma Harris

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Emma Harris is the Operations Director at Triaster, a company that offers a business process management platform that allows its customers to manage and improve their processes. By 2016 Triaster needed to get more aggressive with their marketing to target new business. After choosing HubSpoot, Triaster has increased its website traffic by 109%, boosted leads by an incredible 650% and reduced its spend on external lead generation by £80,000. Listen as Emma shares with The Daily Hub exactly how she went about it.

[spp-tweet tweet=”@Triaster shares how they increased their website leads by 650% on The Daily Hub!”] The Daily Hub Subscribe

Time Stamped Show Notes

(click the time stamp to jump directly to that point in the episode.)

  • [04:25] – The Triaster platform is all about helping businesses improve and be the best businesses they can be.  It is a continual journey and Triaster delivers continual improvement.  This thinking helps with the Inbound Methodology as well
  • [05:38] – There’s a lot of hard work to be put in up front before you start seeing results and this can be a difficult period.  Both Triaster and HubSpot understand this
  • [07:12] – Emma discusses how long it took between starting with the Inbound Methodology and starting to see results. Triaster spent 3-4 months on rebuilding the website so there weren’t any changes in visitors etc in that time.  But after the website was done they started to see improvements quite quickly.  Initially it was website visitors and it was encouraging to see month on month improvements. The increase of 109% website visits and 650% leads happened progressively over 12 months.
[spp-tweet tweet=”Once you get set up to capture leads and if you put the content out there you will start seeing results: @Triaster”]
  • [09:05] – Emma shares that one of the key elements of Triaster’s success was working with The Sales Lion and their philosophy of “They Ask You Answer” (incidentally which has now been released as a book by Marcus Sheridan).
  • [09:54] – It was understanding that blogging wasn’t all about Triaster and how brilliant we are, rather it is about what questions your target audience might want the answers to and thinking in that mindset.
[spp-tweet tweet=”All content is not equal: @Triaster”]
  • [11:32] – Emma shares one of the smartest ways of implementing ‘They Ask You Answer’ and the Inbound Methodology, and it involves PIZZA!! As a result Emma ended up with pages and pages of questions from customers as a starting point for her blog.
  • [14:09] – The realities of matching ‘offers’ ie. lead magnets to questions and content was both a practical and strategic process.  Starting out with ‘what do we already have’ and matching that information with the stages of the buyer’s journey (i.e.. Awareness, Consideration and Decision stages)
  • [15:44] – It’s very easy in those early stages to get overwhelmed with everything you have to do.  You have to say “this is not going be perfect, let’s do our best with what we’ve got and gradually improve it”
  • [16:29] – Emma shares how she engaged The Sales Lion in her success including taking The Content Success Formula training and working with Marcus Sheridan and George B Thomas on a consultancy basis
  • [18:16] – Samantha and Emma share a “he’s my hero” moment about George B Thomas from The Sales Lion
  • [19:43] – Emma shares Triaster’s biggest success relating to Inbound Marketing: The amount of increased organic traffic that they’re getting to their website, and the leads that are generated from that
  • [20:30] – Sometimes in the early days of Inbound Marketing it can be a leap of faith.  Marcus Sheridan says ‘just go with it, you might not quite understand what you’re doing but it will all become clear” and Emma found that that was often the case
  • [21:29] – To start with Inbound Marketing is such a different way of thinking and you do wonder how the leads are going to come out of it, but they do come
  • [21:50] – Emma discusses how Triaster decreased their external lead generation by £80,000
  • [23:12] – Emma discusses her biggest mistakes relating to Inbound Marketing: Not starting earlier.  And trying to persuade people who weren’t interested in writing blog articles to write them
  • [25:03] – How to utilize the benefit of your team’s knowledge when they don’t like to write content including video blogs and capturing their information and writing it up for them
  • [25:38] – Emma shares what she is most excited about today: it is lovely to be able to know that what we do is going to deliver better and better results. She is also very excited about creating video content and also creating a strong and vibrant Triaster community
  • [28:47] – The Lightning Round
    • This content is available to The Daily Hub Subscribers.  If you’d like to see Emma’s answers to the lightening round questions below, subscribe now and you’ll receive access to the full interview and lightening round answers right in your inbox. Questions covered here are:
        • What was holding you back from growing your business? 
        • What’s the best advice you’ve ever received? 
        • Share one of your personal habits that contributes to your success? 
        • Share a resource or tool that you’re using right now? 
        • What book would you recommend to Hub Nation and why? 
        • Imagine you are starting a new role in a new industry tomorrow and you know no one.  You still have all the experience and knowledge you currently have, but all you have is a laptop and $1,000 budget.  The Business Owner tells you that things are incredibly tight and you need to achieve results quickly.  What would you do in the next 7 days?
      • Note: If you are a subscriber to The Daily Hub and can’t see the answers above you need to login to view the answers.
      • Emma shares some information on Triaster and their process management software. The Triaster methodology is: Capture Sharing Using and Improving Processes. In addition to the software, Triaster has process libraries that are on a website in the corporate branding of the client, which are easy ways to navigate through the processes. Emma describes a very sophisticated way of capturing, sharing, using and improving processes and I recommend you listen to this part of the interview if you are interested in process management in your organisation.
      • Triaster also work with their customers to implement each phase.

Parting piece of guidance

  • They Ask You Answer
  • You will reap what you sow.  If you put the hard work in the results will come.  And the great thing about HubSpot is that you can measure everything and see what works. Don’t be afraid of doing the hard work.

3 Key Points:

  1. They Ask You Answer – the philosophy of The Sales Lion
  2. All content is not equal
  3. You WILL reap what you sow

Resources Mentioned:

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