By 2013, WorkFlowWise was well established in its home country of the Netherlands, but it wasn’t content to rest on its laurels. It had big plans for the future, including international expansion and a move to cloud-based technology. However, its marketing software was holding it back. Back then, both its marketing and sales teams were using Exact Synergy, which didn’t have all the features they needed for success.
“There was no automation, and it was difficult to connect it with our other systems. For example, we had to send out all our marketing emails manually from one address,” explains Rolf Tjalsma, now marketing coordinator with WorkFlowWise. “The software wasn’t available in the cloud, so if someone was out of the office, they couldn’t create a new customer record.”
WorkFlowWise wanted to commit fully to the inbound methodology, so it started looking into marketing automation software. It wanted an all-in-one solution that would help it join up its activities and get the analytics it needed to drive results. The web design company that it worked with recommended Marketing Hub.
“It had everything WorkFlowWise needed. It was intuitive yet powerful, and HubSpot’s promise of ongoing support was a major draw. It was head and shoulders above anything else in the marketplace, and we signed up in December 2013.”
Creating a Blueprint for SuccessThe HubSpot onboarding team helped WorkFlowWise hit the ground running with the inbound methodology. Within weeks, the company had completely revamped its website. It set up landing pages, calls-to-action and forms, as well as workflows to encourage lead engagement. Rolf Tjalsma joined in February 2017 and helped WorkFlowWise to accelerate its growth.
“I did my thesis on HubSpot and the inbound methodology, so I was very aware of how much potential the platform software had. I had successfully implemented it in my previous role, so I was excited to get started.”
His first task was to make sure that the WorkFlowWise website was getting as many qualified visitors as possible. The content strategy tool proved particularly useful for this, helping him create copy that was authoritative, valuable and optimised for search engines. He then used lead flows to add pop-up forms that visitors would respond to.
“Every blog post and landing page now has a lead flow that matches its content, whether that’s an offer to sign up to a certain newsletter or an opportunity to attend a free webinar.”
By this time, WorkFlowWise had turned its focus to the international market, which involved a complete rebrand and changing the website’s primary language from Dutch to English. This English market was new territory for the company, so Rolf immersed himself in HubSpot analytics, which allowed him to get a handle on what was working and what wasn’t.
“The HubSpot marketing dashboard has become my homepage; it’s the first thing I visit every morning. I dive into the KPIs, and if there’s a drop, I can immediately start fixing it. As well as that, I can see at a glance which campaigns are making the most impact so that I can prioritise my most valuable tasks. Last year’s result was that we managed to increase the visits, while also increasing conversion rates in every stage.”
WorkFlowWise’s HubSpot account manager has also played an essential part in the company’s marketing transformation, says Rolf.
“She invests in our success. We speak regularly, she remembers our issues, and is proactive about suggesting how we can improve.”
Exceeding Targets and Expanding Globally