How One Financial Firm Grew 2,338% in Organic Traffic With HubSpot + LAIRE

Case Study Overview

In late 2019, financial planning firm Spaugh Dameron Tenny (SDT) partnered with LAIRE, aiming to elevate its inbound marketing strategy and expand its reach among high-performing professionals.

To fuel SDT’s growth and bring clarity to chaos, LAIRE recommended HubSpot, an all-in-one platform that seamlessly unifies marketing, sales, and service. With HubSpot, SDT gained a centralized system to streamline operations, align teams, and optimize every stage of the client journey from first touch to lifelong loyalty.

With only one internal marketing team member at the time, SDT saw the value in bringing on a strategic partner to fully harness HubSpot’s capabilities, execute a robust content strategy, enhance their website, and generate high-quality leads.

LAIRE delivered a customized approach, using HubSpot’s powerful suite of tools to drive website improvements, implement effective inbound tactics, and produce consistent, high-value content. The result? Increased engagement, improved operational efficiency, and a foundation for long-term success.

Today, SDT runs on multiple HubSpot products — Marketing Hub Professional, Content Hub Professional, Sales Hub Professional, Service Hub Professional, and Operations Hub Professional – ensuring a fully integrated, scalable system that supports their continued growth.

Who Is Spaugh Dameron Tenny?

Spaugh Dameron Tenny is a Charlotte-based financial planning firm that began with a focus on physicians and dentists but has since expanded to serve retirees, business owners, and executives.

Offering comprehensive services, from retirement planning to investment strategies and insurance solutions, SDT helps clients build wealth and protect their legacies.

With deep expertise in the complex financial needs of high-earning professionals, the firm delivers personalized guidance at every stage of life and career, empowering clients to make confident, informed decisions.

Video Testimonial: Shane Tenny, Managing Partner of Spaugh Dameron Tenny

The Problem: Big Ambitions, Limited Strategy & Bandwidth

When SDT partnered with LAIRE in 2019, the firm’s marketing efforts were being managed by a single team member, making it nearly impossible to scale initiatives or implement a comprehensive strategy. SDT had the ambition and experience, but limited bandwidth was holding them back.

One of their most pressing challenges was standing out in a competitive financial landscape dominated by digital-first platforms and robo-advisors.

While SDT offered something those platforms couldn’t — a personalized, white-glove experience backed by 65 years of expertise — they struggled to communicate that value clearly in the digital space. Attracting younger, tech-savvy clients required a modernized, more strategic marketing approach.

Brand perception was another obstacle. Many clients associated SDT with just one service, typically insurance, unaware of the firm’s full suite of financial planning solutions. Their website didn’t help matters, offering limited content and doing little to highlight the depth and breadth of their services.

Lead tracking efforts revealed additional gaps. After implementing tracking tools in early 2019, SDT discovered the site had only generated 12 leads in nine months, supported by just one generic contact form and sparse educational content.

Despite having a strong local reputation, the firm lacked the digital infrastructure to expand its reach beyond the Charlotte area and serve a national audience.

Importantly, SDT wasn’t starting from scratch. They had a podcast, newsletters, webinars, and live events — all strong assets, but disconnected from a larger strategy. What they needed was a smarter, data-driven approach that aligned all their marketing efforts around clear goals and measurable outcomes.

That’s where LAIRE came in.

The Solution: A Strategic Action Plan for Growth

SDT had a clear objective: to elevate their digital presence and drive consistent, high-quality client acquisition. But to get there, they needed more than just isolated marketing tactics. They needed a comprehensive, scalable strategy and a trusted partner to bring it to life. Together, we set out to:

• Boost organic website traffic
• Increase total website leads - improve visitor-to-contact conversion rates
• Enhance lead-to-opportunity conversion performance
• Expand the reach of their podcast
• Accurately track ROI from traffic sources and qualified leads

Laying the Groundwork

In 2019, LAIRE conducted a full evaluation of SDT’s existing marketing efforts. From there, we built a personalized Marketing Action Plan by LAIRE^®, a strategic roadmap tailored to their growth goals. This plan included several foundational steps:

• Defining Buyer Personas: We identified SDT’s ideal clients, refining messaging and targeting to speak directly to their core audience.

• Clarifying Brand Differentiators: By surfacing the unique “remarkables” that set SDT apart, we ensured all marketing efforts clearly communicated their distinct value.
• Establishing Success Benchmarks: Clear metrics were set for traffic, lead generation, and conversion rates to measure progress.
• Launching a New Website: We rebuilt their site using HubSpot CMS to enhance SEO, improve user experience, and drive stronger conversions, creating a digital foundation optimized for growth.
• Implementing HubSpot: We fully integrated the HubSpot CRM (customer relationship management) platform to manage lead tracking, workflows, content, and performance reporting, aligning marketing and sales in one unified system.
• Strategic Content Planning: Backed by keyword research and persona insights, we developed a targeted content plan to attract and convert the right visitors.

Executing With Purpose

With the strategy in place, LAIRE became SDT’s ongoing strategic partner, supporting execution from 2020 to today. Our ongoing efforts have included:

• Publishing Consistent, SEO-Driven Blog Content: Regular blog posts helped grow organic visibility and reinforce thought leadership.
• Creating High-Value Conversion Offers: We launched eBooks, checklists, and other downloadable resources to engage visitors and generate leads.
• Optimizing Key Conversion Points: We revamped high-traffic pages and blogs with clear CTAs and conversion-friendly layouts.
• Deploying Targeted Email Campaigns: Lead nurturing sequences were crafted to move prospects through the funnel and closer to becoming clients.
• Aligning Marketing and Sales: We helped close the loop between marketing and sales, ensuring leads were properly handed off, followed up on, and tracked through conversion.

By building a smart, integrated marketing ecosystem powered by HubSpot, SDT gained the tools, strategy, and support to grow confidently, expanding their reach, increasing revenue potential, and deepening client relationships across all stages of the financial journey.

The Results: Stronger Leads, Smarter Growth

Through the creation of valuable content offers, including eBooks, guides, and interactive quizzes, SDT significantly increased lead generation, capturing contacts directly into its HubSpot CRM. In fact, from 2019 to 2024, new organic contacts increased by 475%.

With increased visibility from its CRM, SDT was able to fully leverage its Marketing Hub Pro subscription, segmenting contacts with ease. From there, each lead entered a thoughtfully designed nurture journey, receiving timely, relevant information that guided them through the marketing funnel with intention.

One of the most impactful results came from the consistent publishing of targeted blog content.

Through strategic SEO planning and persona-driven topics, SDT saw a remarkable 2,338% increase in organic website traffic from 2019 to 2024, a testament to the power of educational, keyword-optimized content. This surge in visibility significantly expanded their reach and drove qualified traffic to the site.

By embracing a data-driven marketing approach, SDT not only boosted the volume of qualified contacts but also improved its website’s overall conversion performance. The result: a more efficient, scalable marketing engine that consistently delivers measurable growth.

LAIRE has been a huge asset in transforming our digital infrastructure, which has improved the reporting and communication between sales and marketing. The LAIRE team’s collaborative and agile approach has helped us exceed our goals while increasing efficiencies through thorough planning, marketing automation, and guiding us through the challenges of adopting Hubspot.

– Spaugh Dameron Tenny Team

Organic Search Traffic

• 2019 — 2,816 sessions
• 2020 — 6,734 sessions
• 2021 — 16,720 sessions
• 2022 — 13,607 sessions
• 2023 — 32,885 sessions
• 2024 — 68,658 sessions

New Organic Contacts

• 2019 — 12 contacts
• 2020 — 31 contacts
• 2021 — 33 contacts
• 2022 — 30 contacts
• 2023 — 53 contacts
• 2024 — 69 contacts

Continued Impact: A Brand Refresh to Reflect a Broader Vision

As marketing efforts progressed, Spaugh Dameron Tenny expanded its reach and redefined who it served.

To reflect this broader focus, including retirees, business owners, and corporate executives, SDT turned to LAIRE for a comprehensive brand refresh to better align its visual identity and messaging with its expanded audience.

The refresh began with a strategic foundation: redefining SDT’s brand voice and positioning to reflect the same personalized, expert guidance the firm had always delivered — now tailored for a more diverse group of clients.

From there, we updated the firm’s website messaging and imagery. These changes emphasized SDT’s ability to navigate the financial complexities of high achievers across industries, while retaining the empathy and trust they were known for in the healthcare space.

Ultimately, the brand refresh positioned SDT for continued growth and relevance. With the addition of new personas, the firm is now equipped to engage a wider range of high-net-worth individuals, whether they’re launching a business, exiting a career, or preparing for retirement.

And with HubSpot’s new AI-powered brand voice tools, SDT can ensure a consistent, authentic voice across all audience segments, reinforcing its commitment to thoughtful, relationship-based financial planning.

Time to Power Your Own Growth Story

Spaugh Dameron Tenny’s transformation wasn’t just about implementing a new tool or launching a few campaigns. It was about building a scalable, modern marketing engine designed to support long-term growth.

With LAIRE as a strategic partner, and with HubSpot's all-in-one platform, SDT gained the clarity, tools, and momentum needed to expand its reach, elevate its brand, and connect more deeply with the clients it serves best.

From a 2,338% increase in organic traffic to a 475% boost in new organic contacts, the results speak for themselves. But more importantly, SDT is now positioned as a forward-thinking firm that blends high-touch service with digital sophistication.

Whether you’re looking to modernize your marketing, realign your brand, or implement HubSpot the right way, the SDT story proves what’s possible with the right plan and partner in place.

Ready to build a smarter marketing engine? Let’s talk about how LAIRE can help your business grow.