Founded in 2000, Signiant provides enterprise software solutions that automate content management processes. Tara Bartley, the company’s Director of Marketing, has been using HubSpot for three years to rapidly grow organic traffic and new leads.

Challenge: Attracting New Leads to Site & Driving Multiple Conversions

“We needed to get more leads into our sales team’s hands,” said Tara about her marketing challenge prior to HubSpot. She was interested in not only attracting first-time leads, but also reconverting them through compelling offers on new landing pages.

Solution: Optimizing for Targeted Keywords & Monitoring Lead Activity

HubSpot’s Keyword Grader is one of Tara’s favorite inbound marketing tools. She explores different keyword combinations and is curious to see whether these are the phrases people use to visit Signiant's site. This research helps her not only with search engine optimization, but also with formulating better marketing messages. “If someone is searching on Google for something and they are typing it in a certain way, that is how they will speak of it in conversations,” Tara said.

Tara uses HubSpot’s Lead Intelligence to monitor lead activity trends and equip her sales team with lead revisit notifications. “It is great for the sales guys. It is fantastic for them to get those notifications and then they are able to stay on top of their prospects,” she said. They then follow up with warm leads via phone and can engage in productive conversations.

HubSpot’s Analytics is another element of the software upon which Tara relies heavily. “I don’t even use the Google reporting any more. I just go right into HubSpot,” she said. “It is so easy to take a quick printscreen of that and throw it into a PowerPoint, and it tells the story when my boss is reporting to the senior management team,” Tara added.

Above all, HubSpot’s integration of Salesforce has become the core of marketing at Signiant. It is giving Tara a step-by-step method of evaluating performance and tracking successful campaigns. “We are able to go back and say, 'This specific company came to the website, this is what they downloaded, our inside salesperson gave them a call within a day,' and then—boom, boom, boom—all the steps there,” she described.

Results: Increase in Organic Traffic & Decrease in PPC Spending

• Increased organic traffic by 150% in 3 years
• Saving over $3000 monthly from PPC spending
• Attracted 430 leads in the last six months
• Reduced time spent on launching marketing campaigns

In the winter of 2007, Signiant was getting an average of about 1000 visits from monthly organic traffic. Today, three years later, they have experienced a 150% increase in organic traffic to over 2600 visits monthly.

This spike in organic search has proved especially valuable for savings on paid search and Google ads. “Where we used to be spending about $3000 a month on Google AdWords, we have actually had it turned off completely for the past six months, and our traffic hasn’t changed,” Tara said.

In the first months when Signiant had just started using HubSpot, the site got about 10 leads. Three years later, the site is attracting over 430 leads, while reducing time spent on launching marketing campaigns.

Tara has been able to bring tremendous success to her online marketing with HubSpot. “From a marketing point of view, to be able to really pinpoint that a campaign that we have done has been successful is just wonderful,” she said.

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