[HubSpot Case Study] Winning Qualified Inbound Leads and Making Sales Progress Visible
Reviewed by HIROKI TAKAYAMA (Director and CGO, NowVillage)
Contents
Company overview
| Industry | IT and advertising agency |
| Employees | 10～30 |
| Type of challenge | Lead generation, meeting management |
| System | HubSpot Marketing Hub |
The challenge: generating leads inbound
- Too few useful leads coming in inbound
- No visibility of which content contributes to conversions
- No system for tracking sales progress
After rollout, useful leads up 350%
Accelerating inbound marketing
■Rolling out HubSpot Marketing Hub
The single most important aim of the HubSpot rollout was to increase leads from inbound marketing, so HubSpot Marketing Hub was the product chosen.
■Resolving the marketing challenges
HubSpot has the following features for generating leads through inbound marketing.
・Email sending
・Pop-ups and CTAs
・Forms
・SEO
・SNS
・Website
・Landing pages
・Scoring
・Workflow automation
・Dashboards
※Which features are available depends on the plan.
Using those features, the company ran email newsletters, seminars, white papers and SEO work.
Results can be seen by strategy, campaign and activity, so nothing is done blindly any more and each move can be analysed and improved on.
Beyond generating leads, being able to manage on a single platform what used to sit in separate tools cut the hours involved.
Nurturing the leads generated
They also went thoroughly after people they had reached once and captured details for, but who never got as far as a meeting or an order.
Newsletters and pop-ups could be targeted at lists segmented from user data, and open rates and click rates improved.
Tracking sales progress on hot leads
Useful leads now pass from marketing to sales, sales progress is visible, and the team can work efficiently.
SupervisorReviewed by
HIROKI TAKAYAMADirector and CGO, NowVillage
Joined NowVillage in its early days after working at a listed construction consulting company. He knows a wide range of acquisition methods, including advertising, SEO and websites, as well as the design and operation of CRM, SFA and MA, and built the system that brings in 250 leads a year for our own business. As head of our HubSpot implementation service, he led the company to HubSpot Diamond Partner status. His principle is to set up the hypothesis and the next move before adding more activity, and he takes responsibility for everything from data infrastructure to content design.
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