Hubspot/Salesforce Marketing Tool Case Study: Viridity
Viridity, an energy consumption management software provider, plugs for Hubspot inbound marketing integrated with Salesforce.com. The small company of 11-25 employees saw enormous lead generation growth in the 8 months of using Hubspot Large. Jason Bailey, Viridity’s multimedia specialist, states that the company’s lack of integrated marketing tools was a hindrance. Now, on their website, Hubspot and Salesforce.com tout the company’s growth as a case study in the product’s success.
Bailey lauds Hubspot for its easy, clean interface and fully integrated tools. Hubspot’s CMS is a content management platform, which allows employees to work on company websites without HTML knowledge. Advertising content such as blog posts, press releases, and landing pages is readily produced. Marketing analytics helps organize incoming traffic that may come in from various sources. The lead tracking tool checks on any developments from prospective or already obtained leads.
The integration with salesforce.com sales (Hubspot-Salesforce closed loop marketing) also made for an efficient sales process and dynamic between marketing and sales. Hubspot marketing sends its generated leads from white paper or forms over to Salesforce.com in an automated system. The system checks for duplicate leads and converts those into automated updates for each lead. Status can also be changed from the Hubspot or Salesforce.com dashboard. Potential customers are monitored for “lead strength,” the sources they came in from (showing the advertising tools that have the greatest ROI), and any additional data available that may be helpful for the Salesforce.com sales representative.
Viridity
Viridity in particular claims to have increased organic traffic seventeen-fold in the past 6 months, attracted 350 leads in the past 6 months, developed a stronger email marketing campaign, and achieved an almost 15% conversion rate for landing pages. Bailey attributes this sales success to the different, integrated functions of Hubspot.
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