Build a Microsite to Build Excitement
- Inbound Strategy
- HubSpot Expertise
Symphony’s marketing team had enjoyed a successful relationship with SmartBug Media led by strategist Jessica Vionas-Singer, that included SmartBug providing strategy, content, and HubSpot support to Symphony’s marketing efforts. Naturally, the Symphony team turned to Vionas-Singer for advice on how to make the ambitious HR Tech marketing plan a reality.
Vionas-Singer recommended creating a microsite—giving “The Road to HR Tech,” as the Symphony team had dubbed the campaign, its own home. The execution of this plan was as simple as creating a new, agnostic blog in HubSpot with its own unique web address. However, the benefits of this strategy were substantial.
“Many people don’t know that HubSpot has a built-in ability: When you build a new blog and if someone subscribes, there’s a functionality in the back end that sends them an automatic email,” Vionas-Singer says. “That was the functionality we were relying on as people opted in. All Jess Von Bank [Symphony’s Vice President of Market Engagement, who created all the content for the site] had to do was put in a new post, and those people would automatically get an email. It just does it. That’s what made the whole thing really work.”
The breadth and quality of content the Symphony team created for The Road to HR Tech was impressive. Visitors could subscribe without hassle and watch the informal webinars at their leisure. Symphony could increase its thought leadership in the talent acquisition space and create excitement for its attendance at HR Tech—all while delivering some educational top-of-the-funnel content. And because the process was streamlined via HubSpot, Symphony and SmartBug® weren’t saddled with additional, time-consuming steps such as manually creating and sending emails to subscribers.
“SmartBug took the vision of what we wanted to accomplish and made it actionable,” Gaenger says. “It took the mind-numbing hassle of executing a large campaign away. We kind of put it on autopilot. We still had to create the content and post the blogs—all the other stuff, the engagement, happened behind the scenes with the HubSpot functionality. As a lean team, we couldn’t have gotten it done without the automation.”
