By 2014, French company iAdvize’s real-time customer engagement platform was rising in popularity. But as the business grew, Maxime Baumard, VP of marketing at iAdvize knew that it needed to change its own marketing strategy to keep pace. Maxime, explains:
“At the time, we were using multiple tools that weren’t synced up with each other, including MailChimp for emails and Unbounce for Landing Pages. We weren’t able to track prospects; we couldn't automate follow-up actions with visitors. Seeing as our main goal was to generate more sales-qualified leads, it wasn’t ideal. I realised that the right marketing automation platform could make all the difference.”
He began to investigate the solutions available, starting with Marketo. However, he felt that “it was a poor user experience”. Maxime continued his research and discovered the HubSpot blog. After requesting a demo, he was convinced.
“That was a wow moment for me – HubSpot is all about simplicity and ease of use, but it had all the tools we needed under the one roof. As well as that, the expertise and vision that the company had around inbound marketing made me certain that I was making the right choice.”
iAdvize signed on the dotted line with HubSpot in Autumn 2014, and immediately began to use the platform to implement a new marketing strategy.
Creating a Lead Generation MachineMaxime and the marketing team set about creating personas for its different types of clients, who come from both medium and large companies throughout Europe. They populated the iAdvize website with landing Pages containing content such as ebooks, articles, whitepapers and checklists. They also began to use the Social Tool in Marketing Hub for posting to Twitter and Facebook and set up the company blog on the Blog Tool.
According to Maxime, the advanced features in Marketing Hub have made generating and qualifying leads much more straightforward.
“They enable us to personalise our marketing strategy. We use smart CTAs and smart lists to adapt what the client sees to their persona or industry or lifecycle stage. We create a lot of workflows, which allow us to nurture our leads with follow-up communications which are specific to them. Thanks to A/B testing and reporting, we can constantly optimise our Landing Pages, our email campaigns and our website.”
Maxime also synchronised the HubSpot platform with the iAdvize CRM, which means that every marketing interaction – email sends, opens, clicks, form submissions and more – is shared with the sales team. This allows them to have more informed conversations with prospects
“We’ve aligned the sales and marketing departments much more closely since we implemented the HubSpot platform. We have set up lead scoring and our marketing activities – the Workflows, the email campaigns – are leading to more requests for demos. That means that we can hand the sales team leads that are truly sales qualified, and they can contact them immediately to arrange a meeting.”
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