I am incredibly proud to have been a part of Applied Software, Graitec Group (Graitec). I feel like I’ve grown as much as the company has. I joined the company to implement HubSpot marketing automation software and to launch the content marketing program therein. Since then, we’ve grown from a little over 110 employees to a global acquisition over over 600 employees.

TL;DR – Results: $55.10MM influenced revenue 33% YoY organic search impressions. 156% YoY growth in content conversions, 3 top spots & featured snippets, Video Marketing Program of the Year 2021 Award.

Since we’re framing this like a case study, here goes.

Challenge

Applied Software had been building an incredibly strong base of content for years and were in the I-promise-this-will-pay-off phase. The company had recently invested in a marketing automation platform/CRM and needed to show the ROI of content and tech stack. They also needed to increase the quantity and quality of leads in order to meet aggressive business growth goals.

Goals

Fully implement and scale marketing automation, tech stack, and content marketing program.

Prove the ROI of tech stack, legitimize marketing as a source of valuable leads.

Solution

In order to achieve the above goals, I audited our entire ecosystem of digital assets and first created a marketing strategy. Part of this included a website redesign, a reorganization of current content, technical implementation of automation software, streamlining marketing analytics, and easily replicable templates for future launches.

Once the website was redesigned, the first party marketing analytics began to roll in. These initial results allowed us to perform simple CRO and capitalize on the steady traffic already streaming into the website. Once this baseline was established, we launched a barrage of content that has now achieved scale.

Business Outcome

$55.10MM influenced revenue 33% YoY organic search impressions. 156% YoY growth in content conversions, 3 top spots & featured snippets, Video Marketing Program of the Year 2021 Award.

Conclusion

Not only has Applied Software’s content marketing program achieved massive scale, but it was cited as a major factor in Graitec’s acquisition last spring. We now have hundreds of pieces of content aimed at dozens of industries across architecture, construction, manufacturing, and more.