Increased number of sales-qualified leads by 75% in 2021 vs. 2019
3X Increase in productivity
Our B2C client was operating in numerous disparate systems preventing them from tracking marketing spend in a data-driven way. We put their CRM, website, landing pages, marketing funnels, and ads all in one place, HubSpot. They are now able to track their marketing spend and understand their ROI by channel. They can see the cost to acquire a customer from ads and other channels. We increased sales-qualified leads by 75% compared to 2019, which lead to a 25% increase in business bookings for them, during 2020 nonetheless.
Challenge: Unclear Customer Journey and No Data to Backup Marketing Spend
Our client was finding it difficult to see where to put his marketing spend. Should his company spend more on paid search ads, paid social media, or blogging and organic search? Through his cobbled-together set of disparate systems, it was hard to make sense of where new contacts, leads, and clients came from. Before switching to HubSpot, our client was on a variety of systems.
Previously, our B2C client was using GoodGallery for his website; Instapage for landing pages; ClickFunnels, and ActiveCampaign for marketing automation, forms, email; Zapier to connect apps; Highrise for his CRM and clients; and Gmail for communicating directly with clients.
Solution: Switch to HubSpot
Our client switched to the HubSpot CMS Professional and the Marketing Professional Hubs and replaced his other systems. He now has one integrated place to understand what’s going on and where to put his marketing spend. With his new system, we are both able to understand where their new leads and contacts are coming from. His customer journey, conversion paths, and source of leads are much clearer with all the data living in one system in HubSpot. We are able to reallocate marketing spend based on the data we see within HubSpot.
Result: Increase in Website Traffic and Leads Results in 25% Increase in Business
In a COVID-affected industry, where search traffic on Google Trends fell by 83% in 2020, our B2C client was able to increase his organic search traffic by 20% in 2020 compared to 2019.
Through better retargeting on his search and display ads, by integrating Google Ads and HubSpot Marketing Professional, we were able to increase his paid search performance by 3.6x, or 364%, compared to 2019.
The best results are with our client’s bottom line. By moving his website over to HubSpot CMS Pro and integrating his disparate systems into HubSpot Marketing Pro, we increased sales-qualified leads by 75% compared to 2019, which lead to a 25% increase in business bookings for his company.
Strategies and Services Employed:
We migrated his CRM from HighRise to HubSpot, including notes, attachments, and tasks. He now keeps all of his contacts, leads, and clients in one place, HubSpot.
Marketing Automation and Workflows
We onboarded our client onto HubSpot Marketing Professional. We created his prospective client follow-up marketing automation and several nurture workflows for prospects who weren’t sure whom to choose. We also created a 45-email nurture sequence to help his clients through their wedding experience, including links to whitepapers we created for him.
Landing Pages and Ads
After we created landing pages on HubSpot and his ads on Google, we were, for the first time, able to track his ad spend to impressions, clicks, contacts created in the HubSpot CRM, and relate this to deals created and closed. He now understands how much to invest in creating a customer from running ads and his ROI in one quick dashboard.
HubSpot CMS Website
We created a 100+ page website for our client. We also created a blog section for him that wasn’t available in his previous website builder and migrated over 75+ blogs. We used a theme pack and templates and used the design and development tools available in HubSpot natively to create his website.