Challenge: Limited Lead Generation and Ineffective Lead Tracking  

Prior to HubSpot, kpi-insight was finding new customers through direct mail campaigns, email marketing and referrals. Though these initiatives weren’t necessarily ineffective, the company actively sought a way to expand its lead generation. “We just wanted to increase the number of leads,” Chantal said.

In addition to lead growth, kpi-insight also wanted to better track specific form submissions. “Before, we used to have one general download form after which visitors could view all of the downloads,” said Chantal. “So we had no idea what they were looking at,” she added. Such challenges prevented kpi-insight from being fully strategic about marketing.

Solution: Targeted Lead Tracking with HubSpot Landing Pages 

With HubSpot, kpi-insight has tremendously improved its lead tracking. Now the company is able to create landing pages on the fly, something they had to outsource in the past. “The landing page forms are very easy to create - it saves us a lot of time and money now that we can create them ourselves,” Chantal said. Thanks to the multiple forms she creates with HubSpot, Chantal is able to track campaigns individually. “Because we can see what they have downloaded, we can target our follow-ups much better and send them information relevant to their initial download,” she said.

HubSpot’s Lead Intelligence provides another tracking platform that kpi-insight uses for lead monitoring. The tool shows a lead’s grade, contact information, pages viewed and social media profile. “It’s great to able to see which pages on our website they viewed—it gives us a much better profile of the contact, making the follow up easier,” Chantal said.

kpi-insight’s favorite HubSpot tool, however, remains the blog. “It has helped us a lot in terms of getting high up in the Google rankings for specific keywords,” she said. The automatic optimization feature included in the blogging platform enables writers to make their posts keyword-rich and SEO-friendly.

Results: High Visitor-to-Lead Conversions

• Reached a 27% Conversion Rate on 30 Landing Pages
• Increased Organic Traffic by over 50% in 6 Months
• Increased Number of Leads by 60%

Thanks to her heavy use of targeted landing pages—over 30 unique forms —Chantal has reached an impressive 27% conversion rate for visitors to leads.

In the last six months, the site has improved the amount of leads it gets by 60%. In addition, kpi-insight is consistently growing its organic traffic, referrals and social media presence.

HubSpot offered kpi-insight all the tools necessary to capture more leads and track their activity more effectively. “When we did more research, we came to realize that there really isn’t any other company that does what HubSpot does—provide everything in one package,” said Chantal.

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