When Marcela Ureta, Marketing Manager at MaxSea International, first started in 2012, she was unable to measure the success of her online marketing efforts. She did not have the tools in place to give her the insights needed to understand who was coming to the different landing pages on her website, whether or not they were converting to sales leads, or how many new customers she was gaining as a result of her digital marketing activities.
Following the traditional processes in place, Marcela was sending batch emails through Outlook and MailChimp using contact lists that were nearly ten years old. Bounce rates were extremely high because the lists were outdated. As the majority of email databases decay at a rate of 25% each and every year, Marcela knew she needed to start replenishing her list, and fast, or else face serious marketing consequences.
Additionally, the content on MaxSea International’s website did not seem to resonate with her audience, as per a high bounce rate. The content that she had to work with were outdated press releases from partners and media. These articles were not relative to their customer’s interest in the navigation industry and were seen as unoriginal since they had had been published by a 3rd party on the wire.
Marcela knew that she needed a change and began searching for a tool that could measure her marketing efforts and that would help her create fresh new content that was compelling to her customers. Enter HubSpot...
MaxSea International Gets Started with HubSpot