As a young startup, Ceros strives for hyper growth in a rich market by providing an innovative, interactive content creation platform. Its marketing and sales teams have two major goals: first, to make sure people know a company like theirs exists, and second, to find as many interested potential buyers to engage with as possible.
When they started to build their marketing and sales process, the team thought that using a combination of Salesforce and Marketo would deliver the results they wanted to achieve. However, they quickly found that both solutions required a lot of time and attention in order to meet their needs. Marketo lacked visibility into contact engagement, and Salesforce’s complexity hindered sales reps.
Despite their best efforts, Marketo was difficult to use and did not provide the full-funnel visibility the marketing team sought. Specifically, it lacked clear visibility into their contacts’ engagement activity on their website and social media channels. The marketing team found it difficult to measure exactly what content or campaigns they were producing were actually appealing to their target audience. As a result, it was nearly impossible for Ceros to replicate successful campaigns in order to maximize their overall marketing activities.
On the sales side, the team was pigeonhole into using Salesforce CRM platform, which proved to be overly complex when it came to managing contacts and updating lead information. While data entry took up a lot of time and resources, the sales reps also felt hindered by the lack of qualified leads in their pipeline.
With the leads they did have, it was challenging for sales reps to fully understand where a lead was within the sales cycle. Without those insights, the sales team struggled to identify and take the appropriate next step.
Measurable and Actionable EngagementCeros' software makes it easy for marketers and designers to create interactive online content. Not only is content creation a passion of theirs, so is the ability to track and measure the performance of content. These factors made an alignment with HubSpot a natural one for Ceros. HubSpot’s inbound marketing software now provides Ceros’ marketing team with full-funnel visibility into how contacts are engaging with their website, content, emails, and social media channels.
Ceros leverages HubSpot technology across its entire marketing stack. By doing this, they are able to capitalize and increase insights in three primary areas:
Using HubSpot Sales tools, Ceros' business development reps (BDRs) are able to get alerts in real time when prospects engage with email or website content to trigger a timely conversation.
Both the BDRs and sales team are able to see these interactions on the individual contact records to outreach in an informed, smart way based on what folks are expressing interest in.
On the marketing side, HubSpot Reporting tools enable Ceros to do broader lead nurturing and behavior-based follow up emails and campaigns. For example, they send one automated follow-up to a group who watched 100% of their demo video, and a different one to those who didn’t.
These features and tools in HubSpot's Sales and Marketing platform allow Ceros to identify the most and least effective elements in every campaign, email and piece of content they produce, enabling the marketing team to replicate success and make adjustments where needed.
Simplicity Speeds Sales