HubSpot Case Study: Medical Device Consultancy Increases SQLs

Solution

Growth-Driven Design
Buyer persona discovery
Content + collateral audit
Stakeholder interviews
Competitor analysis
Information architecture
Multiple website launches

Content Marketing
Messaging framework
Organic + technical SEO strategy + implementation
Quarterly content strategies + plans
Content development + design + publishing
Reporting: HubSpot + Google Analytics

Technical HubSpot Consulting
HubSpot portal migration + implementation
Email nurture workflows
Marketing automation infrastructure
Custom reporting dashboards

Kapstone Medical, a medical device consultancy and contract manufacturer, was positioned for growth, seeking to expand its core services and placing a concentrated effort on developing an international manufacturing subsidiary.

However, the company’s internal Marketing team was unable to keep pace with the volume of digital collateral needed.

As a result, Kapstone’s website, blog, and emails lacked up-to-date information about its enterprise-level service offerings, particularly in the vertical of manufacturing. And the majority of new prospect inquiries were low-quality leads that were eating into valuable time for the Sales team.

The Kapstone team engaged with Mole Street to accomplish two key objectives:

Attract higher quality leads for the Kapstone Sales team
Launch a new website dedicated to showcasing Kapstone’s current manufacturing services

To improve the communication of its service offerings and ultimately attract the right kinds of client prospects, Kapstone partnered with Mole Street to develop and relaunch its manufacturing brand. The inbound marketing solution employed both short- and long-term strategies.

We began by updating the content on the homepage and services pages of the company website. To produce an immediate increase in qualified leads and opportunities, we deployed a paid campaign with conversion opportunities at multiple points along the buyer’s journey.

As part of a long-term strategy, our content team generated an ongoing editorial calendar of blog posts to improve the website’s SEO. We launched a marketing automation program using lead nurturing emails to convert leads through the sales funnel. Then, we moved immediately into the planning and development of a new manufacturing website on the HubSpot CMS.

“Mole Street built us a website in 60 days, which required their team to move very quickly. They delivered an excellent final result and were extremely dedicated to our success the entire time. The project management and planning was very clear, and they finished the project on time and within budget. They are experts and really know what they're doing across many industries.”

Justin Rowland ─ Business Development, Kapstone

Growth-Driven Design

Built with a custom theme on the HubSpot CMS, the purpose of the new Kapstone manufacturing website was to officially launch and legitimize what had been a longstanding core service vertical of the business.

With the HubSpot CMS in place, the website is now the foundation for future medical device marketing and sales enablement for the manufacturing subsidiary.

In fact, the manufacturing website was so well received that Kapstone engaged with Mole Street on a second website project. This second project included UI/UX design, development, SEO, keyword research, and content writing.

The new website also featured a new resource center that housed all the brand’s resource content in one place, while allowing the user to filter by top-level category or quickly and easily find resources based on content types (i.e., articles, videos, guides, etc.).

2

Websites Launched

30

Site pages designed, written + developed

313%

Increase in web sessions via the blog

26%

Increase in sales qualified leads

Technical Hubspot Consulting

In addition to migrating Kapstone’s prior CRM to HubSpot and fully implementing the new platform, Mole Street built custom reporting dashboards to track key performance metrics, including:

High priority deals
Sales + marketing key performance indicators (KPIs)
Contact + sales attribution
Form and CTA performance

With a bank of evergreen content built out for email nurturing and a way to track its performance, our team produced a series of email drip campaigns for marketing automation.

The automation is powered by HubSpot Workflows and requires zero management or maintenance by the sales team.

Client: Kapstone Medical

Client

Kapstone Medical is a medical device focused service provider that educates and guides medical device companies on engineering, quality, regulatory, IP strategy, and manufacturing.

Solution

Challenge

Attract higher quality leads for the Kapstone Sales team

Launch a new website dedicated to showcasing Kapstone’s current manufacturing services

Solution

2

30

313%

26%

Lay groundwork for high-value organic keyword gains

Acquire greater brand awareness and service visibility

Create new entries to the site through the blog

Drive qualified organic search traffic to the website

Bolster rankings of site homepage and pillar pages

Relevant Work

FinPay

FUSE Autotech

Citcon

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