Inbound Marketing

What We Heard

Belt Technologies designs and manufactures PureSteel^® metal belts and conveyor solutions for industries ranging from automation to food processing, robotics and more. The long-trusted company prides itself on creating custom solutions for its clients, and so do we. So, when Belt sought a streamlined way to track sales leads, our team—much like a well-implemented strip of high-grade stainless steel—delivered, smoothly and efficiently.

What We Did

We knew our recommendation had to be pitch perfect. Our experience told us that HubSpot offered the right tools for the job, because its inbound marketing process emphasizes customer-relationship management.

After we developed workflows, we created the Design Guide & Engineers’ Reference for Metal Belts, which addressed design considerations and common end-user questions. We published it on the Belt website through HubSpot, and prospects were invited to complete a short form to download a free copy. Sales engineers then followed up over a year's time using a HubSpot nurturing track that included a steady cadence of emails designed to move prospects closer to purchase.

How It’s Going

As smoothly as a seamless stainless steel conveyor belt with precision indexing (which is really smooth). Within a 10-month period, Belt closed 205 deals, 34 of which came through HubSpot (16.58% conversion rate)—with 12 originating from a download of the Design Guide (35.2% conversion rate). The client was thrilled with the results, which included analytics, greater lead conversion, target audience insights, a shortened sales cycle and improved sales workflows. We are now developing both the Design Guide and the Belt website in other languages, including Korean, Spanish, Japanese and more—and thoroughly enjoying our virtual trip around the world!