Construction Software Company
Vico Software Doubles Google Search Referrals
Vico Software provides construction software and services to the building construction industry. Vico helps building owners, general contractors, and construction managers reduce risk, manage costs, and optimize schedules on complex building projects.
The Challenge
Vico’s vice president of marketing, Holly Allison, faced a challenge common to many startups. Vico was a young company in an industry full of established players. She couldn’t compete with the marketing budgets of her competitors so she couldn’t generate leads and sales via traditional B2B marketing channels like trade shows and cold-calling, and the difficult economic environment added an additional challenge.
Although Vico was growing, economic conditions made the type of large scale spending typical of traditional marketing campaigns too risky.
Holly wanted a new approach, an inbound marketing approach based on producing content that attracts customers. But she needed a system to help her do this, a system to track and optimize search engine performance as well as incoming leads.
The Solution
Holly chose HubSpot to provide Vico with the tools and data they needed to shift to an inbound approach to marketing.
To collect inbound leads, Vico uses HubSpot’s landing page generator. Once the leads are in Vico’s system, they are able to manage and track them via HubSpot’s lead management system. ”We like seeing how effective we’re being driving website visitors to our forms online, so everyone looks at that every day.”
In order to gain insight into the effectiveness of their various marketing channels, Vico integrated their HubSpot lead tracking system with Salesforce.com. This closed-loop marketing system gives their sales team insight into the history and interests of each lead, and it allows the marketing team to compare the rates at which each of their marketing channels converted to sales.
Vico also uses HubSpot’s competitive web site tracking tools to compare their progress with that of their larger competitors. “Because we are a small company, and we are competing with businesses 10, 20, 30 times as large as we are, we need to look 30 times larger than we are. So it’s nice to compare how a major compititor is doing as far as the number of keywords that they’re ranking for in a Google search.”
HubSpot’s marketing analytics gives Vico access to data about their referrals and page-level data, which is an important resource for tracking the business impact of events like media coverage that did not occur on their site.
HubSpot’s keyword analysis tools helps Vico pick the best keywords to optimize their website, their content and their marketing content around.
The Results
With Hubspot inbound marketing software along with an aggressive content production schedule and HubSpot inbound marketing tools, Vico has built their site into an online marketing machine. ”Our website is about so much more than selling software. Our website is about being cutting edge for this particularly industry,” Holly says.
Over the past 6 months, Vico has achieved significant growth in Google search referrals, web site traffic and leads. Specifically 80% increase in website traffic, Google search referrals have more than doubled (from below 600 per month to over 1200 per month), Accumulated over 399 inbound links, from over 4426 domains, and Page-One Google Ranking for terms such as:
- “virtual construction software”
- “bim estimating”
- “5d estimating”
- “5d bim”
