Despite its rapid growth, by 2016, Bitext still didn’t have a full-time marketer on staff. It was using an external consultant for ad-hoc work, but it realised that it should be doing more to capture and nurture its leads online. It hired Tita Risueño as its digital marketing strategist, and she formulated a plan to do just that.
“I wanted to harness the power of inbound marketing, and as a one-person department, I knew that the right automation software would be essential. I had used the HubSpot Marketing Platform in my previous role in a large company, so I already knew that it was easy to use but also powerful. When I was given the task of selecting a software solution, I knew that it was the one for me.”
Tita’s goal was to start personalising each lead’s experience, from their first touch with Bitext right through to marketing qualification.
“The HubSpot software had everything I needed under the one roof, along with the analytics I needed to measure the ROI of my work. Within two weeks of starting with Bitext, in 2016, we had signed on the dotted line.”
First of all, Tita used the HubSpot software to define Bitext’s buyer personas.
“That was the priority. We didn’t have a good sense of our audience at that time, which was creating a lot of unintended problems. For example, our salespeople were making lots of calls, but they weren’t stopping to ask if they were genuine leads who were interested in buying our product.”
Before Tita started with the company, it was using WordPress for its CMS. Making updates and changes could be an involved, cumbersome process – that’s all changed.
“The HubSpot software is so much more user friendly. I love how easy it is to create a Landing Page from scratch or to add a post through the Blog App. I’m a big fan of its built-in features, like the keyword suggestions and on-page SEO advice; they help me to get every piece of content working harder.”
Today, the Bitext website is a model of all that can be achieved when inbound is done right. It has built a wonderful resources library, complete with webinar recordings, case studies, articles and user guides. Visitors are encouraged to connect through Calls-to-Action and Forms, and then entered into Workflows and nurtured with targeted email campaigns.
“We also use the HubSpot CRM, which allows us to see every interaction that a lead has had with us. That means that our salespeople now have a better sense of who their prospects are – they know all about their needs and pain points. “
Tita says that her HubSpot customer success manager has been particularly helpful, with everything from technical questions to high-level strategy.
“What I miss about working in a big marketing department is brainstorming with colleagues, but I can do that with my customer success manager. She helps me put things into perspective, and she is always available whenever I need her.”
