MBL Seminars
79% increase in leads via a new website and marketing automation
The client.
MBL Seminars are leaders in Professional Development, offering in-person and online learning led by industry experts. With over 2,863 courses and counting, MBL is the leading force in learning and development for professional service firms.
The challenge.
MBL came to us with the goal of becoming the “Apple of Learning & Development”. With an ambitious brief like that, we just couldn’t resist. The brief was set – modernise its dated website and unlock the power of HubSpot’s marketing automation to generate a consistent pipeline of new leads.
The strategy.
Redesign the website. Onboard onto the HubSpot Marketing Hub. Integrate HubSpot with LinkedIn ads and create automated workflows that contact leads and nurture them towards purchasing courses.
What we did.
Discovery workshops
We initiated the research with the Contra Big Picture Discovery Workshop to grasp MBL's identity, USPs, mission, values, and competitors. Despite being a prominent CPD provider, MBL lacked resources for international expansion, requiring a new website and automation. Addressing three distinct buyer personas demanded tailored content to meet individual needs.Marketing and sales strategy
Originally, a complicated subscription model and poor messaging left visitors feeling overwhelmed. We created a slicker website with better messaging, an intuitive interface, more content resources, more conversion opportunities, SEO, e-commerce integration, chatbots, marketing automation and more personalisation within their communications.Automation and lead nurturing
Following a Marketing Automation Deep Dive Workshop, we identified several areas MBL could unlock the power of automation to generate leads. These included following up on LinkedIn ads, nurturing sequences, subscription package intros/upsells, booking demos, chat functions, and review requests/course feedback. We connected LinkedIn Ad campaigns to HubSpot, optimising the process of responding to leads with automated emails. This also improved open rates, click rates and response rates.Web design
With the site being aimed at professional services, it required a design that incorporated a classic, professional, and editorial feel, but with a modern edge. We achieved this by using a traditional serif font typical of law firms and in line with editorial copy. A professional, minimalist look is achieved using plenty of white space, while curved edges are used to offer a sense of friendliness without detracting from the professional feel.Web copy
With a large service offering and multiple subscription packages, we needed to change how MBL addressed the audience to effectively communicate these. We revamped the web copy with many of Apple’s copywriting principles in mind. It should never take more than eight seconds to read and process a message.eCommerce
The website’s main purpose was to make it easy for users to book courses or subscribe to MBL’s subscription packages. UX design was at the heart of this with rigorous testing to ensure a seamless user experience.Project snapshot
Like what you see? We’re ready to reinvigorate your website and accelerate your digital marketing. Get in touch for a free consultation.
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79%
increase in leads since site launch
1000+
hours saved via marketing automation
Contra seamlessly revamped our website, becoming a valuable extension of our team. Their adept listening, design, and problem-solving skills were evident. They suggested HyGraph CMS, empowering our marketing team and saving IT resources. Their HubSpot form integration resulted in a notable 79% increase in submissions for our webinar subscriptions.
Request a free consultation
Request a free consultation. We’ll look at either your website and marketing activities (or both) and make recommendations to increase traffic, conversions, and sales.