TrekkSoft is a leading SaaS business which focuses on the tour and activity industry. By 2014, it had grown rapidly, but its marketing efforts hadn’t kept up with the pace. It was using some marketing tools, but they weren’t integrated or robust enough to deliver the results it needed.
According to Lucy Fuggle, head of content marketing at TrekkSoft: “We had to deal with many inefficiencies. Keeping our content and contacts in sync was difficult. We wanted everything in the one place, on an SEO-friendly platform that would provide us with quality insights that we could easily act on.”
Jon Fauver, CEO and co-founder of TrekkSoft, also wanted to implement a marketing strategy that focussed on building a lasting relationship with the customer. TrekkSoft’s journey to adopting HubSpot is in itself a testimonial to the power of HubSpot's inbound marketing philosophy. Jon was an early consumer of HubSpot’s content, starting with the “Is Social Media Really the Future of Online Marketing” webinar in 2010. Four years later he was still consuming HubSpot content when he began looking for a solution for TrekkSoft. After a demonstration of the HubSpot Marketing Platform, he was convinced; TrekkSoft signed on the dotted line in late 2014.
“HubSpot is the ideal marketing companion for a team focussed on growth,” explains Lucy. “It has everything you need: tools for blogging and landing page creation, email management, SEO optimisation, thorough analytics, a CRM and more.”
The Building Blocks of a New Inbound StrategyOne of the first things that TrekkSoft did was set up its blog on the Bloging platform. Before working with HubSpot, the company had hosted it on WordPress, which didn’t have the SEO optimisation and data tracking features it needed.
“The Blog App is a favourite of mine,” says Lucy. “I particularly like the integrated analytics, which let me see where visitors are coming from and what posts are generating leads. We can then act on this data to better tailor our content and boost performance across all blogs and marketing efforts.”
TrekkSoft also hosts ebooks, articles and webinars on Landing Pages, adding Forms and CTAs to drive user engagement. Leads and visitors who interact with the content are nurtured with Workflows to ensure they receive the content that is most relevant to them at the time and move them through the buyer’s journey.
All these steps helped TrekkSoft to increase the ROI of its marketing, but Lucy knew that there was still more that it could do with the HubSpot software. “Until late 2015, we were still hosting our main website pages on a different content management system which was affecting our growth and our ability to move forward. We were delighted when we made the move over to the CMS Hub and saw results almost immediately.”
Great Results That Keep Getting Better