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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jul 31, 2017 7 min read

Storytelling And Lead Generation In The Middle Of The Funnel


Editor's Note: Today's blog post is written for submission to the 2017 HubSpot Impact Awards. Wish us luck!

New companies always face obstacles in building awareness of their products and generating leads. But when the company’s product defies easy categorization, achieving those goals can be especially challenging.


innius, a wholly owned subsidiary of To-Increase, developed an Android application and information-sharing system that enables manufacturers and energy producers to monitor the performance of machines in real time. The application also facilitates real-time collaboration between the companies that use the machines and the companies that build them.

The company’s developers and product team conceived the application after years of collaborating with (and learning about the needs of) large-scale manufacturing companies.

innius came to us looking to strengthen its inbound marketing presence and establish a lead generation program. We encouraged them to sign up for HubSpot and helped them implement the platform into their operations for inbound marketing and lead nurturing campaigns.

Then we worked with them on top-level messaging and revamped the hero copy on their home page to reflect this new messaging. We also helped them turn a tip sheet into a lead generation engine for prospects in the awareness stage of their buyer journeys.

The Challenge

After the tip sheet had generated a substantial number of awareness-stage leads, innius needed a logical consideration-phase next step for prospects. The company was continuing to engage leads via a lead-nurturing email campaign managed through the HubSpot platform.

innius also needed a clear way to explain its product. Because it doesn’t fit neatly into previously established software categories such as computerized maintenance management systems (CMMS) or enterprise asset management (EAM) programs, prospects needed to see a use case of the app’s capabilities to clearly understand the app’s business value.

The story needed to demonstrate the ways the app allows different stakeholders across multiple organizations to act on information and collaborate in mutually beneficial ways.

After reviewing all of innius’ needs, the Square 2 Marketing team realized it had a lofty task: Creating a piece of content that would simultaneously educate prospects, nurture leads and offer a clear explanation of a new product category.

Telling A Story Of Exceptional Production And Potato Chips: The innius Infographic


The Square 2 Marketing creative team came together to brainstorm a solution. After spit-balling numerous ideas, the team remembered a meeting in which Luciano Cunha, VP of sales and marketing at To-Increase, inspired the room with a vigorous whiteboard drawing that laid out all of the use cases for the app.

The creative team had its foundation for an idea but knew the content it produced needed to offer the prospects more genuine educational value than a product explanation could. To simplify the story and find a way to educate potential customers, the team decided to focus on just one of the machine KPIs the app tracks: overall equipment effectiveness (OEE).

The team decided to create a story-driven infographic that would educate prospects on the value monitoring OEE could offer. This infographic would also visually explain a use case for using the innius app to improve production and profitability for both machine manufacturers and machine users.


After interviewing Cunha, the team had a clear picture of the story it needed to tell. To add an element of the unexpected to a predictable but crowded field, the team decided to opt for a whimsical visual style and focus the story on a potato chip manufacturer. After all, everyone likes potato chips, and it never hurts to make people hungry while they learn about a product.


The infographic is gated behind a form on a HubSpot landing page and is promoted throughout innius’ website by strategically placed designed CTAs that contrast with the rest of the page, guiding users toward conversion. Square 2 Marketing’s pay-per-click (PPC) team also drives traffic to the landing page through both Google AdWords and LinkedIn campaigns.

The landing page follows inbound marketing and user experience best practices with a simple, clean design and limited navigation. The page offers a streamlined contact form and includes a bulleted list to describe the value the visitor will gain after downloading the infographic.

Once the visitor converts, the request for the infographic is confirmed on a HubSpot thank you/confirmation page, where the prospect can download the content directly.

HubSpot Landing Page And Form


HubSpot Thank You Page


Driving New Leads And Educating Prospects

The infographic is proving to be an effective lead generation tool for innius. It has resulted in 41 leads, over half of whom were new contacts. Two of the contacts that downloaded the infographic have gone on to request either a free trial of innius or a consultation with one of innius’ sales reps.

Additionally, the infographic offers the company a powerful way to tell its story and explain the value it brings. The company’s CTO, Rine le Comte, commented that the infographic “told a very clear story about the app.” The sales and marketing departments were also pleased with the infographic.

As Cunha put it, “We’re thrilled about the way the infographic turned out. It helps us better explain the value of innius, while also giving our prospects helpful, educational information. It’s a great tool for us to use in the sales process.”

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Continuing The Path To Powerful Results

With rapid implementation time and no implementation cost, the innius app is positioned to help manufacturers and energy producers improve operations rapidly. We’re thrilled to continue to provide innius with inbound marketing strategies and HubSpot marketing automation support.

As the company grows, we will monitor the results of its ongoing campaigns and optimize tactics to improve outcomes, just as manufacturing companies can do with the innius app.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.