HubSpot Customer Case Studies

Moonworks, based in Woonsocket, Rhode Island, is a construction and renovation company providing products and services that serve the needs of home improvement projects. We caught up with Product Manager Damien Cabral and Marketing Events Manager Rebecca McKinnon after nearly two years of using HubSpot's software to discuss how Moonworks used inbound marketing to generate a 3-fold increase in conversion rates.

Industry: Construction & Renovation | Size: 51 Employees

Tenure: 21 Months on HubSpot Small

Challenge: Decline in Traditional Marketing Success & Lack of Tracking Ability

Before Moonworks signed on with HubSpot, 99% of the company's marketing budget was focused on traditional, outbound marketing, utilizing yellow page and newspaper ads, direct mail, and practically every marketing medium on paper. Realizing this type of marketing was costing more and more and generating a declining response rate, Moonworks made the decision to find an internet marketing solution. "We just had to make sure that we are where the fish are," said Damien, " and a lot more of the fish now are online." Moonworks also sought a better way to track its marketing efforts.

Solution: HubSpot's Integrated & Easy-to-Use CMS & Marketing Analytics

Damien notes that the biggest benefit of HubSpot and inbound marketing to him is the ability to come up with an idea for a marketing campaign and implement it in the very same 8-hour workday, which was not a reality when Moonworks relied on traditional marketing. Using the HubSpot Content Management System (CMS) and Landing Pages, Moonworks can generate new campaigns and test campaign variations quickly and easily.

Moonworks also heavily relies on HubSpot's Marketing Analytics to track all of its marketing initiatives, depending on the Sources Tool to measure traffic and taking advantage of tracking URLs to track paid search campaigns. Rebecca loves how HubSpot's Blog Analytics helps her understand the interests of her readers and uses it to tailor future blog articles to reach those audiences. The team also uses Link Grader to monitor inbound links in real-time, and has used it to identify and solve issues of dissatisfied customers.

While Moonworks hasn't completely stopped using traditional marketing, the company has found that using HubSpot has helped significantly in leveraging its use of offline, traditional media.

Results: Increased Organic Traffic & Conversion Rates

As a result of Moonworks' use of HubSpot and inbound marketing, the company has achieved the following:

• Increased monthly organic search traffic by 385% in the past year
• Generating savings of over $10,800 per month from organic search traffic 
• Generated threefold increase in conversion rates

Damien attributes Moonworks' drastic increase in conversion rates to the ability to easily test landing pages and do everything himself.

"There's a lot of different tools out there that can track everything that HubSpot tracks," says Damien, "but HubSpot pulls it all together."