Founded in Ireland in 2004, fleet management solution company Transpoco started out using pay-per-click (PPC) advertising to draw in visitors to its website. However, as the years went by, it found that it wasn’t as an effective method as it had been; it was also proving to be increasingly expensive in the UK and French markets.
According to Transpoco’s Chief Marketing Officer, John Harrington, it was then that the company began to focus on generating leads from other sources, and it started using a host of products such as email, CRM and landing page software. However, its efforts weren’t producing the results it needed.
“We thought we were using best in class products, but they were fragmented. The information we gleaned from the email marketing tool, for example, wouldn’t automatically be synchronised with our CRM, so our salespeople lacked context in the discussions with prospects.”
John felt that they were doing all the right things, but there was still something missing. He began investigating marketing automation software, including Marketo, Act-On and the Hubspot Marketing Platform. “We needed something more than just software, and that was the HubSpot Marketing Platform. It was the best fit in terms of the methodology, software, support and training.”
John began his journey with the HubSpot software by creating relevant, useful content to attract visitors to Transpoco’s website.
“The first thing we did was get the blog up and running with the Blog App. We then took the challenges our customers were having in areas like fuel, maintenance, implementation and GPS tracking, and produced ebooks, checklists and whitepapers that answered with their questions and concerns.”
This opened the door to changing the way the Transpoco website worked. Before implementing the HubSpot Marketing Platform, the company had focused on bottom of the funnel leads, and conversion rates were low.
“Previously, when a person came to the website, their options were to download something, get a quote or leave. So we rethought that we realised that we don’t always have to go for the bottom of the funnel lead right away. Instead, we need to give people content and to nurture them on the buyer’s journey,” explains John.
Transpoco set up its new content on Landing Pages, to allow visitors to engage with the company without having to commit to buying right away. It used CTAs to encourage leads to download content and Workflows to automate certain follow-up communications.
“We’re having a deeper, more meaningful conversation with the user now. We want to help and educate our customers, not just focus on selling software to them.”
The sales team has benefitted from the HubSpot software as well, particularly from the Contact Timeline feature of the Lead Management App, which allows them to see every interaction a lead has had with the company.
“It means we can change the way our sales team talks to prospects. Now they have a much warmer conversation. Our salespeople now know whom they’re engaging with and what their interests are.”