One year:
1400% more leads

How Articulate Marketing built OnPath Testing a powerful new marketing engine.

Find out how we set OnPath Testing rocketing along the marketing expressway.



OnPath Testing delivers software goals with quality assurance solutions and expert advice. The CEO, Brian Borg, contacted Articulate Marketing hoping to find a long-term marketing partner. His ambitions were to use search engine and conversion rate optimisation to increase both traffic and leads to the company's website.

To do so, OnPath needed a high-performance inbound marketing strategy and a clear roadmap for progress. And, they wanted to build a real connection with folks who cared about improving software quality. As tech-minded marketing geeks who build our own apps, Articulate was the perfect fit!

So, the team signed up to HubSpot CMS and put Articulate Marketing, a HubSpot Platinum partner, in the driver's seat.

Getting off the starting blocks

OnPath came to us with a tired WordPress site and a few dozen articles on their blog, some of which dated back to 2006. They were using referral or outbound methods to gain customers, and the contact page was the only conversion opportunity on the website.

As a result, they weren't getting enough good quality leads through the door. They certainly weren't signing the deals they needed to grow as a business. Instead, they were reliant on a small pool of existing engagements.

We pushed OnPath's ambitions even further by developing a new HubSpot website, and updating the branding and logo (read all about that project here). That gave us the blueprints for souped-up marketing engine to attract, engage and delight their target audience.


Putting fuel in the engine

Our solution started with Articulate's marketing strategy foundations process. This involved a series of consultative workshops and documentation to create a cohesive voice for OnPath's content.


Search engine optimisation

Then, we performed SEO keyword research, collating hundreds of high-volume keywords and building out topic clusters and campaigns using the HubSpot SEO tools.

We optimised existing content against those keywords. This established a quick win by boosting organic traffic. OnPath saw immediate results while we worked on crafting new campaigns.



Converting quality leads

As we continued to build out the blog with optimised and new thought leadership content, we also created long-form content to garner further interest from OnPath's potential customers.

Using HubSpot's toolkit, we made landing pages and A/B tested CTAs to guide prospects through the lead conversion process. And, we took advantage of HubSpot's pay-per-click integrations to monitor advertising for gated offers, garnering thousands of clicks to the site.


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Marketing automation

To bring site visitors back for more, we then set up lead nurturing workflows. These emails created a stream of returning traffic to the site as well as keeping current customers invested in OnPath's expertise.

We also created additional conversion opportunities for site visitors to sign up for automated RSS emails for blog updates, as well as newsletter sign-ups, so there were always more chances for people to engage.


Pressing the accelerator

Let's talk results. We've built out a comprehensive set of marketing materials and strategies that directly aligns with OnPath's target audience.

Content for all stages of the flywheel

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Ten (and counting) content campaigns around key topic areas


SEO-optimised thought-leadership content and pillar pages

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Promotion across social media, pay-per-click advertising and email

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Lead conversion whitepapers, calculators and other premium gated offers

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Conversion optimisation on the site, including a 'Get a Quote' squeeze page

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Sales material, such as an animated video and a presentation template

Stand-out thought leadership

We're all about delivering quality content that actually gives people the information they need. (All while ensuring everything we do is optimised for search.)

That's why the top five blogs on OnPath's site are those written by Articulate's copywriters, generating more than half the monthly traffic to the site. This one's our most popular: Your QA tester's hierarchy of needs: what is the agile testing pyramid?


More traffic, more high quality leads


increase in traffic


increase in leads


increase in CTAs viewed


sessions on average per month


active contacts in the database


sales sequences engaged with

Eyes on the horizon

The positive impact of our work is clear: we've continued to collaborate together, even through the challenges of the pandemic, and we're already thinking of the next exciting project. Maybe even a podcast!


One happy customer

'I was immediately struck by Articulate's communication abilities, sincerity, and breadth of scope in their skills and approach, and was even more impressed as we engaged and the results unfolded better than we ever expected.'

Brian Borg, CEO, OnPath Testing


Knowledge sharing

As part of our process, we gave Brian and the gang at OnPath all the tools they needed to succeed in using the HubSpot CRM. Articulate's consultants ran through best practices on HubSpot and recommended resources. We walked through how to do prospecting and contact nurturing in our sales enablement workshops.

As you can see, we're not the kind of agency to hold our cards to our chest. This way, clients like OnPath gain a deeper knowledge of the HubSpot CRM, so they can explore more of what the platform has to offer.


On the marketing expressway

Our engagement has only gone from strength to strength. We have helped OnPath put their services on a strong competitive footing. They're enjoying more sales conversations and new wins.

Not only have we delivered (and continue to deliver) on Brian's original ambitions, but we have aligned on one core value: that quality is what really matters. We designed a growth-driven marketing engine built for the long haul. There's no stopping us now.

So, let's see what's over the next horizon. Vroom vroom!