Before HubSpot, Rever.vn operated with an outbound marketing strategy and a heavy reliance on paid advertising through Google AdWords and Facebook to generate leads and acquire customers. They had no focus on an organic, inbound strategy, with little to no direction to take their content marketing or SEO efforts. Much budget was allocated and used on these paid channels, with no clear call-to-action in place and an inefficient emphasis on reach rather than conversion rate. As well as this, there was no visibility across the customer journey, meaning Rever.vn couldn’t properly measure the success of campaigns.
Tuan recognised that the company needed to change its strategy to stay competitive in the long-term, and began searching for a tool that could provide a robust, all-in-one marketing automation solution and facilitate a new way of reaching its audience. “We couldn’t just keep spending money on advertising and working with fragmented marketing activities. We needed a core platform to help us join the dots on the road to success and give us predictable, sustainable leads."
He soon found HubSpot and became familiar with the inbound methodology, which was in stark contrast to the paid-heavy approach that Rever.vn was trying to move away from. Intrigued by inbound, Tuan looked further into the all-in-one capability of the HubSpot suite and realised that it could enable the company to build a sustainable and organically-growing business without the need to burn through budget with paid initiatives.
Driving change the inbound wayAfter a successful onboarding process, each team member completed the inbound marketing and sales certifications to get up to speed with everything that HubSpot has to offer. As well as this, Tuan explained that existing and new members of the marketing team all complete the email marketing and design certifications from the HubSpot Academy. With the teams up to speed, the company began building a series of SEO-optimised landing pages with clear calls-to-action (CTAs) to organically attract traffic and leads, while using the HubSpot Workflows feature to automate several manual tasks that were taking up time and effort across the team. “Workflows helped us to automate our marketing and sales process, automatically sending out internal notifications to alert our sales team of new leads.”
Tuan also spoke fondly of the CRM and reporting capabilities of HubSpot, which marketing and sales both use to get a clear understanding of the entire customer journey and the quality of the leads they generate through campaigns and landing pages. This improved clarity of information has resulted in better cross-functional collaboration and allowed centralisation of all marketing and sales activities, helping the company generate more leads and close more deals.
More traffic, leads and revenue