After years of focusing on outbound marketing tactics, Intelliflo wanted a new approach to lead generation. Dan Moody, Intelliflo’s Digital Marketing Manager, invested in Marketing Hub following discussions with industry colleagues.
The company had previously relied on tools like Silverpop and Hootsuite to run its email marketing and social media activity. However, these tools made it difficult for Intelliflo to calculate ROI and lacked the level of analytics required by its marketing team. They also proved to be time-consuming to use as Dan found himself having to switch between tools. “HubSpot gives us all the information we need and enables us to focus on the most productive activity. It gives us the full picture and helps both our marketing and sales teams save time,” says Dan.
Intelliflo needed software that would provide an overview of all its marketing activity, plus a suite of apps to launch a successful inbound marketing strategy. Also, Intelliflo required the marketing software to be able to integrate quickly and seamlessly with its existing CRM tool, Salesforce.
Dan says, “HgCapital, our majority shareholder, have other portfolio businesses working very successfully with HubSpot, so we were confident the software would deliver the results we need."
Increasing Lead Flow with HubSpotIntelliflo began implementing the HubSpot Marketing Platform in December 2013. It launched a responsive website so visitors would have the best possible experience and be able to view the site across a range of devices. This was followed by the development of assets targeted at its personas, as well as the creation of Landing Pages and use of Smart Content to convert website visitors into leads. “Having a responsive website and dynamic content within our industry is important for us. It’s a great differentiator and provides visitors with the best user experience,” says Dan.
HubSpot’s SEO app helps the Intelliflo marketing team identify the right keywords to include on its website and blog. “HubSpot makes it easy for us to ensure all our web pages are fully optimised for search so that we can increase organic traffic,” adds Dan. Intelliflo has used the Email app to send more targeted and personalised emails to its database “HubSpot has improved our email marketing and enabled us to grow our list of contacts.”
The Salesforce integration was set up within minutes and gave Intelliflo’s sales leaders a clear understanding of how the company’s marketing strategy is performing and if any adjustments should be made. The integration works silently in the background, keeping Intelliflo’s marketing and sales databases in perfect harmony.
The HubSpot platform enables Intelliflo to collect information about what prospects do on its website and the interactions they have with its marketing activity. Intelliflo then uses this information to provide its sales reps with valuable context to help them follow up more effectively. Dan says, “We have built highly customised lead scoring thanks to HubSpot’s Salesforce Integration. Our sales reps check their dashboard each day and see which leads they need to focus their attention on. It makes things easy for our sales team.”
Dan has been impressed with HubSpot’s numerous marketing apps. “It’s difficult to pick my favourite. Having so many amazing apps and features, all running at the same time makes HubSpot powerful. The software is helping us create lots of value for the business each day,” says Dan.
Focussing on the Right Marketing Activity and the Best Leads