CrowdRise was focusing completely on building more complex and robust products for non-profits and Gary Wohlfeill, Director of Growth and Marketing, had to match the new business model with new content marketing, lead generation, and brand strategies. It was a matter of starting the efforts from scratch, and that’s when Jon-Eric Cornellier, B2B marketing expert, joined the team to help build the framework.
While comparing HubSpot to other marketing tools, Gary and Jon-Eric were particularly taken by the detailed content management system as well as the integrations offered by the platform. With the confidence that HubSpot was able to support the automation that was anticipated for future company needs, they began using the system to build the content marketing strategy.
“HubSpot was the first place where we were able to build out our content on a continuous basis.” Gary says and follows with “It gave marketing control over product marketing pages, solution pages, and landing pages. Where prior to that it had to go through our engineering team to be built, giving us a ton more control over how the customer experience from lead to sales was able to be crafted.”
As one of the main goals of using HubSpot was to bring to life the new lead generation strategy, Gary and Jon-Eric implemented a lead scoring workflow that provided the necessary insights about qualifying questions to be able to then marry that with the actions the leads were taking on the site. Today, it now allows them to be much more aware of the behavior and quality of prospective customers.
Pro tips from CrowdRiseWorking through the custom options, they use date fields to calculate points. When a lead requests a demo, they add a date field which is the one that provides the score instead of the lead filling out the form itself. After a certain number of days, the date field is cleared and that removes the associated points from the record, taking the lead back to the starting point. Having that type of flexibility has allowed them to build an accurate lead scoring tool that both the marketing and sales teams can rely on.
Additionally, CrowdRise is using Thank You pages in an innovative way to optimize the conversion rate of their demo request offer. Instead of dropping them on a normal thank you page, the lead lands on a Thank You page that requests more information from the lead through a second form. By keeping the first form short, they don’t impact initial conversion rates while the second form has an astonishing 70% completion rate, allowing them to gather all the information the sales team needs.
Streamlining the entire lead to customer experience