210% more deals. Zero ad spend.
A Western Australian finance and mortgage broking firm whose marketing had levelled off. The way through was organic, with no paid ads.
- Industry
- Finance and mortgage broking
- Hubs
- Marketing, Content and Sales
- Scope
- Organic marketing, nurture and integrations
- Project lead
Brie Ginman- Award
- 2025 Impact Awards
01 The briefPut the existing sales integration to work, and build an organic marketing program in HubSpot that produces predictable leads without paid advertising.
Leads coming in, but not enough to plan on.
Mountway is a finance and mortgage broking firm in Western Australia, led by its principal, Jordan Ralph. Marketing was happening and leads were arriving, just not at a level that would let the business grow with confidence.
Jordan described the business as stuck in second gear
. Marketing ran across several channels without one plan behind it, new content arrived unevenly, and the monthly newsletter had a click-through rate of 6.41%.
The cost went beyond marketing. With lead flow hard to predict, it was hard to commit to hiring staff or investing in expansion.
Why it stayed that way. An earlier project had already connected HubSpot to Mercury Connect, Mountway's compliance software, to speed up the sales process. It was barely being used, so the manual steps it was built to replace were still taking up the team's time. And Jordan had ruled out the usual shortcut: he did not want to rely on paid ads. Growth from organic channels alone needs a system that keeps producing content and keeps moving people towards a conversation, and that system had not been built yet.
What Mountway asked for
- Consistent leads from organic channels. Search, content, email and social, with no paid ads.
- Nurture that runs on its own. An enquiry becomes a Sales Qualified Lead without anyone doing it by hand.
- One sales process. HubSpot and Mercury Connect working together, as the earlier project intended.
- Expert content. Writing that shows Mountway as financial experts people can trust.
One post, four places to be found.
The core of the build was a way to make each piece of content work several times over. A long-form blog post goes through Content Hub's remix tool and comes out as a YouTube script, a newsletter feature and a social short.
The content started with buyer personas and content pillars: who Mountway's clients are, and the questions each of them has before they speak to a broker. Blog posts were planned against those pillars and written for search, so each one answers a question a client actually asks.
Each post then went through remix. One piece became a YouTube script, a newsletter feature and a social short, which widened organic reach without adding to production costs. HubSpot workflows then take a reader from the blog to the newsletter list to Sales Qualified Lead, with nobody stepping in.
Content first, then the automation behind it.
Four stages, each building on the one before: a content plan, a new channel to carry it, the nurture and integrations that turn readers into leads, and the reporting that kept it improving.
Content strategy and search
Buyer personas and a content pillar plan, then a steady blog program written for search and a monthly newsletter to keep in regular contact with prospects.
A YouTube channel, from scratch
Mountway's YouTube presence launched around short-form video for mobile audiences, with scripts drawn from existing blog posts through remix.
Nurture and the sales integration
Automated sequences from enquiry to Sales Qualified Lead, and Zapier connecting HubSpot with Mercury Connect and Moxo, Mountway's new client portal, so admin tasks run without anyone keying them in.
Measure, then adjust
Performance dashboards, and a two-stream approval process for content, so the pipeline kept moving and each change was decided by the numbers.
Three rules the program ran on
Organic only
Jordan did not want to rely on paid ads, so every lead had to come from search, content, email, social or YouTube.
Write once, publish several times
Long-form posts became YouTube scripts, newsletter features and social shorts, in place of separate content for every channel.
Take out the manual steps
Workflows move prospects from reader to subscriber to qualified lead, and Zapier keeps HubSpot, Mercury Connect and Moxo in step, which frees Jordan's team for the client conversations.
Twelve months of growth, and not one paid ad.
Want growth that does not depend on ad spend?
The whole plan, on one working board.
Published with the original case study in June 2025.
Four goals. Here is what came of them.
What Mountway asked for before the program started, and where it stood twelve months later.
Goal 01
Consistent leads from organic channels
We built a blog program written for search, a monthly newsletter, a new YouTube channel and social, all fed by one content plan.
$0
spent on paid ads across twelve months. Every lead came in through search, content, email, social and YouTube, so the growth cost Mountway nothing in media.
Goal 02
Nurture that runs on its own
We built automated sequences that take an enquiry to Sales Qualified Lead, with no one moving it by hand.
210%
more new deals, from about the same number of contacts. The database barely grew. What changed is how many of those people became clients.
Goal 03
One sales process
We connected HubSpot with Mercury Connect and Moxo, Mountway's new client portal, through Zapier, and automated the admin tasks.
3
systems running as one sales process. HubSpot, Mercury Connect and Moxo are kept in step by Zapier. The data moves on its own, so Jordan's team spends its time on client relationships instead of admin.
Goal 04
Content that shows Mountway as experts
We built buyer personas and content pillars, so every post answers a question a client actually asks.
85%
more newsletter click-through in one year, up from 6.41%. Engagement nearly doubled, from a list that was already hearing from Mountway every month.
Put together, Mountway turned more of the people it was already reaching into clients, with no bigger budget and nothing spent on advertising. The growth came from the system behind the content: every blog post now feeds the newsletter, the YouTube channel and social, and every reader has a path to a qualified lead without anyone moving them by hand.
A program built this way keeps working after the project ends. Each post adds to what is already published, so each month builds on the last, and Mountway is set up for its next phase of business development without starting again.
“I’m always impressed by when you guys say you’ll do something, does actually get done. That’s pretty key. Once we really started to understand each other and I throw out a goal and you say, well, this is how we might get there... there’s a path, things are going to get done, and it’s actually going in the direction that I want to go”...“I think one of the coolest things I’ve seen is that you guys have really taken what we did and run with it.”
Jordan Ralph
Principal, Mountway Finance
Who ran it
Brie GinmanProject Manager
Led the content pillars, the blog, newsletter and YouTube channel, the nurture sequences and the Zapier links.
2 HubSpot Impact Awards
Leads coming in, but not enough to plan on?
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