What was the scope of their involvement?
We brought HubSpot on as a tool in 2014 and worked with it for about a year and a half before realizing that we weren’t getting optimal use out of it, or getting the results we wanted. We brought in Spark to help us, and they started with a deep dive into our organization that resulted in a roadmap. Spark interviewed us extensively about our target market and content. They set future goals for us in terms of visits—now sessions—and our visitor to lead conversion rate. Overall, it was a three or four-month process of analyzing our workflows and developing a roadmap. From there we could either chose to implement the roadmap ourselves or work with Spark in doing that, and we chose the latter.
With their help we amped up our blog strategy: evening out our publishing pace, making sure there was a call to action at the bottom of each post, and creating content that would appeal to our target audience and personas. For example, they taught us how to write with our CFO hospital executive in mind as opposed to just regurgitating an article.
They streamlined our workflow. Since 2015, we’ve produced four webinars, six or eight white papers and e-books, and hundreds of blog posts that can include video clips, infographics, tip sheets, or checklists. With all of that content, they would handle the design and would occasionally help with the writing.
Additionally, they helped us with our website and continue to refresh it as the business changes. We switched from our own internally built site to the HubSpot platform and they handled everything in terms of design, including navigation and page structure.
Our business is growing as we’re adding service lines, or as there are regulation and patient-driven changes in healthcare, so we are constantly revamping or revisiting our processes, content, and website.
What is the team composition?
Early in the project, both of the founders were involved from a strategic perspective. They were very complementary to each other. One was knowledgeable about the backend of HubSpot, and the other focused on the strategy. We interacted directly with their executive team and had an account executive—I think the position was called an inbound strategist—which we talked to every day.
How did you come to work with SparkReaction?
I was looking for someone that had experience with HubSpot, so I went to a HubSpot User Group in Des Moines, Iowa. Spark hosted it, and I had a long chat with one of their founders. They were insightful and it was clear to me that we were their precise target market.
How much have you invested with them?
We’ve spent around $150,000–$200,000.
What is the status of this engagement?
We began working together in October 2015, and after they completed the roadmap for us in January 2016, we went to a monthly retainer. Because our work is constantly changing, we still have a working relationship with them.