The Solution

First, our web development team conducted a thorough discovery to understand Essentium's business, goals, target audience, and competition. That gave us the data needed to plan and build a custom WordPress website with a user-first experience in mind; one that would enable visitors to easily find the products and technical resources they're looking for.

Next, our SEO and technical writing team worked with subject matter experts to populate the site with content intended to help educate engineers and prospects learn how Essentium's unique brand of 3D printing technology and materials could solve their problems and support their applications. The written content included blogs, design tips and material selection guides, white papers, technology comparisons, and customer case studies-all optimized for search engines (SEO) and coupled with a paid search campaign to boost qualified traffic. Each piece contained a call-to-action with links to forms to download gated content. Captured lead information is then ranked with an advanced HubSpot lead scoring system to prioritize prospects and alert the sales team.

Then, we used automated email workflows (also through HubSpot) as the foundation of an inbound marketing program. Leads captured from content downloads were nurtured through a coordinated series of emails designed to guide the buyers' journey and move them to a conversation with the Essentium sales team. All of the contact data was automatically synced from HubSpot to Salesforce CRM, ensuring the sales team had accurate prospect information and intelligence.