Professional Association Increases Traffic 43% and Leads 57% with Inbound Marketing

Organization type: Professional association

Members: 4,000+ across the U.S., Canada, and 30+ countries

Primary goal: Increase membership through scalable digital marketing

• Website Traffic: 43% increase per month
• Leads Generated: 57% increase per month
• Lead-to-Member Conversion: 10%
• New Contacts (15 months): 4,800

This association is a leading authority in its industry, providing educational resources and promoting professional excellence. Despite strong brand credibility, they needed a scalable way to grow membership.

The organization needed to:

• Increase qualified website traffic
• Convert visitors into leads
• Nurture leads through the buyer’s journey
• Improve membership conversion rates

Initially considering hiring an internal marketing manager, the association ultimately partnered with Yodelpop to gain access to a full inbound marketing team—strategists, writers, designers, developers, and automation specialists.

Strategic Gameplan

• Competitive analysis and industry benchmarking
• Persona development aligned with ideal members and influencers
• Quarterly and annual roadmap planning for sustainable growth

Content & Inbound Engine

• Topic cluster strategy to attract qualified traffic
• Pillar pages solving key persona-based challenges
• Educational blog aligned with buyer journey stages
• Organic social media strategy driving traffic and engagement

Lead Generation & Nurturing Infrastructure

• New online membership lead pipeline
• Lead nurturing email workflows personalized by persona
• Value-driven e-newsletter reinforcing thought leadership
• Dozens of conversion mechanisms (forms, CTAs, gated resources)

Advertising & Promotion

• Targeted social media ad campaigns promoting events and resources
• Google AdWords Grant management to expand visibility

Technology Integration

• HubSpot Marketing Pro implementation
• Integration of YourMembership AMS via import strategy and YourMemberSync

• 43% increase in website traffic
• 57% increase in leads generated
• 4,800 new contacts in the first 15 months
• 10% lead-to-member conversion rate

By implementing a content-driven inbound marketing system powered by HubSpot Marketing Pro, the association significantly accelerated membership growth while establishing a scalable marketing foundation.

This approach works well for associations and membership organizations that:

• Need sustainable, long-term traffic growth
• Want to attract and nurture qualified prospects
• Require a full marketing team without building one internally
• Use or plan to use HubSpot for marketing automation