case study How INOC grew annual sales-qualified lead volume by 288%

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Table of contents

Section I: finding a partner Section II: solutions Section III: results

INOC knew digital could be a profitable lead generation channel for them, but lacked the internal expertise to get the results they wanted.

The seasoned managed service provider needed quality leads, but its website and ad campaigns weren’t delivering.

INOC, a global IT provider known for its NOC Lifecycle Solutions® approached Madison Marketing Group (MMG) in 2019 seeking a website redesign and inbound marketing strategy to grow website traffic and build a pipeline of qualified leads.

The company offers services and consulting around the monitoring of infrastructure, such as those used by telecom service providers, enterprises, and utilities, ensuring they remain operational: a niche but in-demand market.

INOC’s existing website wasn’t converting visitors into leads. A lack of search-optimized content and a stagnant Google Ads campaign meant they struggled to attract high volumes of relevant traffic to the website. INOC felt it was time to make a change.

Following an extensive strategic assessment to uncover strengths and opportunities, the MMG team redesigned INOC’s website to improve the user experience, position the company and its services more clearly, and create a logical journey for website visitors to increase conversion rates.

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Read on for a summary of the results of our partnership, more about the INOC's challenges, and how we overcame them together.
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Section I: finding a partner

When INOC first approached us in late 2019, the company’s leaders were frustrated. A dated website, insubstantial content, poorly performing ad campaigns, low online visibility, and lack of an organized strategy held back the technology company from effectively capturing online leads. Meanwhile, the company’s lack of niche expertise in-house prevented it from getting the most out of its HubSpot purchase.

2019 inoc site

INOC’s homepage in January, 2019; Source: webarchive.org

Watching similar firms successfully generate leads online, CEO and Co-Founder Prasad Ravi sensed an opportunity with inbound digital marketing but knew his company didn’t have the internal resources to take advantage of it.

“I was impressed by the quantitative lead-generation results MMG achieved for a client with a similar inbound marketing approach to what we wanted to implement at INOC. They seemed like a HubSpot partner who knew their stuff and had data to back it up, so I thought they could be a good fit for us.”

- Prasad Ravi President, INOC

INOC reached out to a few firms and chose to partner with us for strategic guidance and execution after seeing how MMG had helped other B2B clients gain quantifiable lead generation results through their websites.

Section II: solutions

Assessment

Step one of INOC’s digital marketing revamp was performing an extensive strategy assessment which uncovered strengths, weaknesses, and opportunities.

To do this, MMG audited INOC’s ad campaigns, HubSpot portal, and other marketing systems, interviewed key stakeholders, and conducted keyword research to identify opportunities to appear for searches relevant to the company’s services.

INOC had an older, established website, and MMG found that it already ranked for some relevant service keywords, although not always high enough to generate significant traffic. We also uncovered evidence that many Google users were searching for information on other NOC topics—including best practices, tools, staffing, and more. This suggested it was common for buyers in this space to research extensively before making a purchase, presenting INOC with abundant opportunities to educate and impress potential customers via quality content.

Website redesign

INOC’s NOC support service page

2017

2017 Service page

2020

2020 service page

Now

service page today

To put INOC’s content-heavy strategy into motion, we first needed a sleek new website to serve as the foundation for other tactics. It would house new content and landing pages managed through HubSpot’s user-friendly CMS, look inviting and function well on all devices, more clearly position INOC and its services, and create a logical journey for website visitors to increase conversion rates.

To this end, we refined the navigation and expanded the website substantially to position the company’s market-leader expertise and comprehensive service catalog. We also added clear and compelling calls to action to guide visitors to key content and sales inquiry forms.

In Q1 of 2020, we designed and developed the site and launched it at the beginning of Q2. Then, in 2022, we completed a second design update to further improve and expand the website as well as better address the problems INOC buyers faced.

SEO

mmg-ino-CS-Screenshot 2025-02-25 at 9.31.06 AM

Data Source: Google

We implemented a tailored keyword strategy to help drive high-quality organic traffic to the site. This involved optimizing core service pages for commercial intent keywords. In addition, we developed an inbound content publication plan and wrote SEO blog posts and pillar pages to showcase INOC’s knowledge while driving qualified traffic to the site.

Paid traffic acquisition

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To maximize ROI, we conducted a quantitative analysis of INOC’s Google Ad campaign, identifying the ads, keywords, and bid strategies that generated leads in the past and removed those that did not. Then, we created new ads and developed bespoke landing pages relevant to each ad group to convert new visitors into leads.

In this way, what had been largely ineffective Google Ad campaigns were refreshed to generate high-quality, high-intent leads at the bottom of the funnel.

Data integration

INOC had already integrated Salesforce CRM data with HubSpot at the time of its first engagement with MMG, but the most crucial data wasn’t being synced. This rendered the company unable to fully report on marketing effectiveness using sales and revenue metrics and limited its ability to enable sales with the delivery of timely, actionable marketing data to sales personnel.

We organized the data and streamlined the integration to allow sales to use data from marketing and vice versa.

Marketing automation

A year or so after building the initial foundation of INOC’s digital marketing strategy in 2020, the company was generating a lot of leads from its new website content, but having trouble converting many of them into sales opportunities. It was clear some of these leads just weren’t ready to buy yet.

In response, we created automated email workflows segmented by buying stages that helped guide leads down the funnel and thoughtfully hand them off to sales at the right time. At least once a year, we update these lead nurturing workflows to ensure the content is up-to-date and the automation is working smoothly.

Reporting

When we first partnered with INOC, the company didn’t have a clear, unified picture of its marketing results. It had been using both HubSpot and Salesforce but had not married the two to understand where deals and revenue were coming from.

After executing the first phase of the digital lead generation strategy and solving for the data integration issues described above, we were able to help INOC achieve visibility and quantify its marketing by creating a dedicated HubSpot KPI dashboard and using it to deliver annotated quarterly reports.

Section III: Results

Despite a global pandemic that began almost as soon as we started our engagement with INOC in 2020, by 2023, we’ve achieved a 288% increase in annual sales-qualified lead volume compared to 2019, the year before we began working together.

annual website generated sales-qualified lead volume

Since the new website was published, INOC has positioned itself as an expert in the NOC services space, appearing frequently for relevant searches. By 2023, INOC’s organic search traffic was up 240% compared to 2021.

annual organic sessions

Thanks to the work we did to properly integrate HubSpot and Salesforce data, we were also able to prove this bump in organic traffic impacted the company’s bottom-line. In 2023, deals (sales opportunities) associated with contacts generated from organic search were up 73% compared to 2019 and generated nearly $1 million in revenue.

annual organic search generated deals

Our efforts in marketing and advertising on INOC’s behalf have yielded a 9X return on investment during the first four years of our partnership.

Other relevant metrics

  • 288% increase in annual sales-qualified leads by 2023 compared to 2019
  • 240% increase in organic search traffic by 2023 compared to 2021
  • 73% more deals from organic search by 2023 compared to 2019
  • 442% return on marketing and advertising investment during the first three years
  • 692% return on marketing and advertising investment during the first four years
Today, we continue to work together to refine and execute INOC’s lead generation strategy and ensure its sales team is set up for success.

revenue

 

“I’m extremely pleased with MMG’s work and have even referred them to colleagues. Their expertise has significantly enhanced our digital marketing efforts, transforming INOC’s website into a powerful tool that attracts exponentially more qualified leads online than before we started working together.”

— Prasad Ravi President, INOC

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Get a free hard copy for later.

Download the case study.

If you’re ready to kick off a serious B2B lead generation campaign, we’d love to help.

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