As a mobile software application, HubSpot's customer TotalMobile represents an industry whose influence has grown tremendously. But it was the company's rapid business growth that made it interesting to technology news outlet BostInnovation.
BostInnovation recently featured TotalMobile in an article designed to explore the secrets behind its marketing success. It turns out the company attributes a big portion of its outstanding marketing performance to its usage of HubSpot's software. Based on an interview with Sunniya Saleem, TotalMobile's Director of Marketing, BostInnovation highlights five key elements that contributed to this success story:
1. Use Website as Lead Generation Tool
Saleem explained that since they implemented Hubspot’s marketing software system, they have been receiving highly qualified leads to their website. “Hubspot has helped us change the dynamics of our website. Initially, our website was used only for brand awareness and as a static page on the Internet. By purchasing Hubspot, we have moved on to use our website as a lead generation tool.” Hubspot’s software assisted TotalMobile with using landing pages on their site, setting lead nurturing campaigns and monitoring prospect activities. Since then, Saleem has seen a significant increase in qualified leads to their site.
2. Utilize a Blog and Content Generation Strategy
One of their main marketing efforts has been on their blog and other content generation strategies. Their blog educates readers on how to improve mobile workforce productivity, cloud computing, the rise of mobile apps, and much more. “The content we create is syndicates to the different social networks [LinkedIn, Twitter and Facebook]. We do plan to focus on social media more in the near future,” continued Saleem.
3. Align Sales and Marketing Efforts
Since using Hubspot, TotalMobile has found ways to better integrate their sales and marketing campaigns. With marketing-owned landing pages, TotalMobile is able to drive qualified leads right into the site that their sales team can then nurture and monitor. One of Hubspot’s core beliefs, and what drove TotalMobile to Hubspot, is that sales and marketing should no longer be separate. These two teams now can work closely together to help bring in leads from the top of the funnel, help them qualify, and then nurture them up until the point of a sale.
4. Landing Pages
TotalMobile’s landing pages have assisted with both lead generation and marketing-sales efficiency. Since TotalMobile has an entire suite of individual applications geared to specific customers, they needed a way to reach those exact customers. Landing pages helped them achieve this. By creating a landing page for each specific application that is geared to a highly targeted customer, TotalMobile is able to reach the right prospects in the right way and then their sales team nurtures those leads.
5. Social Media and Search Marketing
At the moment, TotalMobile is not utilizing social media and search to the capacity they desire, but they have definite plans to do so in the near future. At the moment they do have a small presence on social media so that they can begin to share information, interact with customers and prospects, and drive leads to their website. They plan to work more with Hubspot and their own internal marketing team to hone in on effective keywords to build on their search marketing efforts.
Read the full article with more marketing takeaways here!
