10X Growth in TRAFFIC AND
NEW LEADS
CASE STUDY
SUMMARY
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WHO ARE
WINNOW?
When Axon Garside and Winnow first began their working relationship, Winnow was a small tech start-up, and have since progressed into a multinational company serving some of the world's biggest hospitality brands.
Winnow solutions help clients like IKEA, Accor and Hilton Hotels to cut costs and meet their CSR goals by reducing food waste in the kitchen. Simple to use AI technology makes it easy for kitchen staff to track and measure waste and for managers to analyse where waste and costs can be cut.
THEIR
CHALLENGES
Fresh
data-sets and no CRM in place
Winnow had seen the potential for inbound marketing and HubSpot to help grow their business and knew that the best way to do this was to build a website designed from the ground up as a lead generation tool.
As a start-up the website needed to be future-proofed to grow with the business whilst also cost-effective in the short-term. One important requirement was that the website should have multi-language and territory versions, in order to support ambitious growth targets.
Additionally, the small internal marketing team wanted to implement HubSpot and inbound marketing into the business, and needed the help of an agency that could provide proactive advice on HubSpot and inbound, as well as support them executing a variety of projects.
OUR
APPROACH
New
growth-driven design website and inbound marketing
David Jackson, Winnow,’s Director of Marketing understood the importance of laying the groundwork for inbound marketing, and was impressed by the opportunity to do so through a discovery workshop and set-up, developing Winnow’s personas, website user journeys and inbound content plans.
For the website design, Axon Garside took a growth-driven approach that meant an initial minimum viable product was delivered quickly and efficiently. The website was built with growth in mind, allowing for the expansion into different territories and languages in the future (now supporting 5 different languages). The project also included the development of an interactive online food waste calculator, which heightened the user experience.
An experiment-based approach was adopted, refining each stage of Winnow’s lead generation process (attract, convert, close) in order to improve traffic and conversion over time using HubSpot, Hotjar, Google Analytics and AhRefs.
"A Key Partner"
Here's what David Jackson, Marketing Director at Winnow, had to say about our work:
"Axon Garside has been a key partner helping us accelerate our growth turning our website into a lead generation machine. I would recommend them without hesitation."
THE
RESULTS
Since working with Axon Garside, Winnow has attracted nearly 395,000 website sessions and 2,000 new contacts playing a key role in driving impressive business growth.
Key metrics include over 160,000 blog reads and almost 4,000 CTA conversions from a strategic approach to blogging which aligned content to the buyer journey.
The recent launch of Winnow’s new AI product, along with development of new home and product pages and the planning and execution of the new content strategy lead to a significant spike in both traffic and conversions.
What began with a website project has evolved into a long-standing relationship, as Axon Garside provided comprehensive HubSpot support to Winnow as they have grown from an innovative start-up to multi-national leader in AI technology.