Before using HubSpot, New Breed Marketing was your typical marketing agency that specialized in traditional branding and websites but would take on any creative marketing project that would come their way, whether it be 3D graphics, video shoots, and even radio production.
This type of project-based work was a problem for New Breed, both internally with their team and externally towards clients. Internally, this made their business model hard to forecast. Externally, it was hard for New Breed to justify the long-term ROI of their services without any specialized focus or measurable way to track campaigns.
Patrick Biddiscombe, VP of Sales and Strategy, realized, “For New Breed to continue our growth and the success of our clients, it was critical for us to really push the envelope on what new technologies and tools are out there for ourselves and for our clients.” The answer to that envelope pushing need came in the form of HubSpot, the integrated, all-in-one inbound marketing platform.
With all of a client’s online marketing tools constantly exchanging information in one place, New Breed was able to better manage a client’s entire online marketing strategy. This helped New Breed’s value proposition make a significantly greater impact on its clients, as they now had the tools to execute on a full-funnel marketing strategy that can drive and nurture leads. New Breed could now track and measure the ROI of a given campaign or marketing effort across every tool and channel, since all of HubSpot’s tools seamlessly pass data back and forth. More than that, New Breed could now better prove the ROI of a client’s investment in their agency.
How HubSpot’s Content Management System delivers more than a classic CMS.The release of HubSpot’s Content Management System (CMS) has allowed New Breed Marketing to take their own and their clients’ marketing to the next level. Built completely from the ground up, the CMS is integrated with the rest of HubSpot’s marketing tools (such as the Blog, Landing Pages, Email, Social media, etc.) to deliver a consistent and personalized experience to prospects, leads, and customers across every marketing channel, including the website.
Before hosting New Breed’s site on the HubSpot CMS Hub, Patrick says, “We were always able to make websites that looked great, but they didn’t really enable a marketing team.” This wasn’t just a problem New Breed was facing; it was one their client’s faced as well, “The real problem is that most people have what is called a digital brochure. Their site gives a great overview of their company, but it’s not really designed to attract and convert.”
With HubSpot’s CMS Hub, New Breed has been able to use the fully integrated platform to build websites that are “sales-ready.” That means the website doesn’t just look pretty. It also takes into account all of the rich lead intelligence that’s been collected about an individual person through each digital touchpoint a lead has with one of HubSpot’s marketing tools and channels.
Through this integration of the website and marketing data, New Breed’s website can adapt and change depending on who is looking at it. This allows New Breed to host not only a beautiful-looking site but one that adapts to its viewers to deliver a personalized marketing experience. Now their website doesn’t just sit there, but actually does marketing work for them.
New Breed leveraged Smart Content, a feature of the CMS Hub, to deliver dynamic content to their leads, adapting to their changing interests and ongoing relationship with New Breed. Not only does their website change based on a person’s interests and behaviors, but it also adapts to whatever desktop, tablet, or mobile device they’re using, delivering a consistent, easy-to-navigate experience.
For Patrick, choosing to launch New Breed and its clients’ websites on HubSpot CMS Hub was a no-brainer. “To have a sales-ready site you need to take into account the different stages of the buyer’s journey throughout the site. What we’ve been able to do with the HubSpot CMS Hub is not only to make your brand look great online but also to serve up relevant content that a person wants to engage with. If your customers are online and leveraging mobile, you need to build your site with responsive design, and HubSpot’s CMS Hub already has that functionality built-in.”
Chris Mathieu, Interactive Director at New Breed, who builds sites on the HubSpot CMS Hub says “The HubSpot CMS Hub has helped us marry our digital strategy into a more holistic approach. Now we’re really thinking about the whole lifecycle of a buyer, and not just one piece of media that may or may not be effective. Instead, we’re really trying to have multiple digital touchpoints with that client to engage them deeper than you would with traditional methods.”