Gated vs ungated content: pros and cons
Feb 13, 2023
Biocair, the rapidly growing specialist logistics company, needed an inbound-ready website that could engage their global audience and support lead generation as the business scaled into new international markets.
Working alongside Biocair, we designed and built a brand new website on HubSpot Content Hub, helping them to reach a wider global audience and generate more qualified leads.
Biocair is a specialist logistics business, providing GDP-compliant supply chain management solutions for the pharmaceutical, biotechnology, and life sciences sectors. With over 13,000 customers worldwide in 180+ countries, Biocair are the experts in temperature-controlled shipping.
Biocair had outgrown their dated website. It no longer represented their growing international brand, and offered a poor user experience, hindering their ability to engage their audience and generate leads.
"The key challenges that Biocair faced was that the previous website was unscalable and unresponsive. Also, from a branding and imagery perspective, it didn't really show the people behind Biocair, behind the operations, and it didn't portray our knowledge and skillset."
George Gibbons, Marketing Manager, Biocair
The lack of clear calls-to-action and overwhelming navigation meant that visitors were dependent on the on-site search, which was often unreliable. This made it difficult for prospects and customers to find the information they were looking for. The homepage received minimal interaction, while the location page used by prospects to find the addresses of their local offices was difficult to find. Much of their thought-leadership content was also hidden away within the site.
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Image: old website
In addition, Biocair’s existing CMS was very basic and couldn't be easily integrated into their CRM (Salesforce), or marketing automation software. As a result, the marketing teams had limited analytics about website visitors and were unable to use automated workflows to support demand generation.
When Biocair approached Blend, they were looking for an award-winning HubSpot partner with web design and development expertise on the HubSpot CMS. Furthermore, they were looking for a specialist B2B inbound agency that understood their challenges and could become an extended part of their marketing team.
"From day one, it was clear that Blend understood our challenges, had the knowledge in-house, the energy, and the drive to work alongside us to build the new website and implement a new marketing automation software."
George Gibbons, Marketing Manager, Biocair
Biocair already had a strong brand, but it needed to better align with customer expectations. The new colour scheme and brand font have a lighter, more open feel while retaining a corporate touch, to promote trust and transparency. Bold imagery and video add striking visual elements to the site, showcasing the people of Biocair as well as their expertise.
The sitemap and navigation were optimised to help visitors find the information they need quickly and easily. A new ‘insights’ section was added to the navigation to drive more traffic to their resource hub and case studies, to showcase their wealth of knowledge and expertise. Built using HubDB, the new resource hub is easy for Biocair to maintain and update.
A ‘Track my shipment’ call to action (CTA) was also added to the navigation to better serve existing customers by helping them find delivery information. A ‘Get a quote’ CTA was added next to it to guide prospects to this key conversion point.
An interactive map was added to the location page to show Biocair’s global network. Visitors can use the map to locate and pinpoint Biocair's offices. Data for the map is stored in HubDB, meaning the marketing team can effortlessly update the map without developer support.
To engage their international audience, smart content modules have been used to display different CTAs based on the visitor’s location. Smart CTAs show visitors the contact information of the regional salesperson nearest to them, adding a personal touch.
As Biocair scale and expand into new regions, they need to be able to localise their website for different audiences. To achieve this, we implemented HubSpot's localisation features, including a language switch in the header of the website, to offer multi-language variations of their content.
Using HubSpot's Marketing Hub and Salesforce integration, Biocair has set up new forms and automated workflows to support lead nurturing and demand generation. In addition, HubSpot's built-in analytics, reports, and dashboards have given the marketing team better insights into website traffic and site performance, empowering them to make smarter data-driven decisions.
Since launch, website traffic has increased by 54%. This includes an increase in global monthly traffic, up by 25% in the US, 84% in Germany, 57% in France, and 207% in South Africa, when compared to 2020.
The session-to-contact conversion rate has increased from 0.55% to 1.17%, while MQL’s have grown by 152%, generating more qualified leads for the sales team.
"We were never looking for an agency just to deliver a brand new website. We were looking for a partner in marketing to support us to launch the new website, and moving beyond, to futher develop and build a marketing strategy."
George Gibbons, Marketing Manager, Biocair
Following the success of the website launch, Biocair plans to grow its in-house marketing team and invest in its resource hub, creating more translated content to drive inbound lead generation. Moving forward, Blend continues to work with Biocair on a monthly basis on website enhancement and inbound marketing strategy.
