HubSpot Customer Case Studies

Alight Planning
El Dorado Hills, California
B2B
11-50 Employees 
Computer Software 

"We love HubSpot because it is so cost-effective. The software is amazing. Given that SEO and inbound marketing are still relatively new concepts, it is no surprise that the inventors of inbound marketing can make us feel like inbound marketing experts so quickly.”

-Ben Lamorte, VP Sales and Marketing Alight Planning

ABOUT THE COMPANY:

Alight Planning provides a flexible easy-to-use budgeting and planning solution that enables finance teams to streamline plans, and more effectively communicate to management. Their service takes the budgeting and planning process beyond spreadsheets with a multi-user system designed for executives, financial staff, and line managers who collaborate in developing financial plans and reviewing financial and operating results. Alight's mission is to become the application of choice for desktop and collaborative financial planning and reporting.

BEFORE HUBSPOT:

• Alight struggled getting traffic to their website and found that SEO was becoming too much work to manage for a company of their size and were witnessing little to no results.

• They had trouble getting their blog off the ground because they had no way to create or integrate landing pages and calls to actions to get potential customers to specific areas of their website.

• Alight was gaining some leads from their site but were finding that the ratio between bad lead and good leads was much too high. They had no way to direct their content to the right customers to gain better quality leads.

RESULTS AFTER 8 MONTHS WITH HUBSPOT:

HOW DID HUBSPOT HELP?

• With HubSpot's Blogging tool Alight was able to index their posts for the first time, make them shareable, and insert the right keywords in to each post. Due to the changes they were able to make, today their blog is the number one driver of traffic to their website.

• Landing Pages allowed Alight to easily showcase information from white pages to webinars and everything in between. This was a key for them to be able to monetize the value of their efforts to their company executives. 

• Alight used Keyword Grader to lower their spending with Google Adwords by better optimizing their website to rank higher in organic search.

• Competitor tracking allowed Alight to trace what actions their competitors were doing successfully in their marketplace and in turn helped them reshape their approach to marketing. 

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"The training was essential to our success and the follow-up documents that were provided after each section were invaluable."