Sales Training Company Reduces Cost Per Lead with HubSpot
Posted by Magdalena Georgieva on Fri, Oct 08, 2010 @ 07:48 AM
Huthwaite Asia Pacific is an international sales training company committed to helping businesses improve their sales performance. Ralph Vugts, Huthwaite’s online marketing specialist, recently shared with us how he has been using HubSpot to increase the volume of qualified leads for his sales team.
Challenge: Increasing Need for Qualified Leads
Prior to HubSpot, Huthwaite’s site was “like a brochure,” as Ralph put it. It was pretty to look at but didn’t act as a mechanism to collect leads and turn them into sales. “The guys needed as many qualified leads as possible,” Ralph said.
Solution: Gaining Insights about Leads & Continuously Nurturing Them
HubSpot’s Lead Intelligence gives Ralph valuable information about visitors who convert on his marketing events. For each lead, the tool shows lead source, viewed pages and submitted forms. Such data, as Ralph pointed out, helps reps “tailor their sales pitch accordingly” and result in warmed-up calls.
Ralph also uses HubSpot’s Lead Nurturing to design general campaigns as well as more specialized PPC campaigns. He schedules event-triggered emails that keep the engagement level with leads high, pushing them down the sales funnel.
As a HubSpot Large customer, Ralph receives ongoing consulting which has guided him through the setup of targeted PPC campaigns. Ralph can now come to his inbound marketing consultant with a list of questions and receive insights that give him more confidence in his marketing strategy.
Results: Growth in Lead Volume & Quality
- Captured over 1300 leads in the past 6 months
- Reduced Cost Per Lead 40x
- Reached a 21% conversion rate for all landing pages
The biggest success Ralph has seen with HubSpot is growth in lead volume. In the past six months, Huthwaite has captured over 1000 leads—an ongoing success that feeds the company's professional sales team.
Lead Growth, April - September 2010
Ralph has also been able to leverage paid search using targeted PPC campaigns to attract qualified leads at a lower cost. While before Huthwaite used to spend about $400 for a single conversion, the company has now reduced that cost significantly—down to $10 per conversion.
“Pull your online marketing budgets into this as soon as possible,” Ralph advised fellow marketers. “The sooner you start, the better,” he added, emphasizing the fact that it takes time to build the right content for long-term results.
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