HubSpot Customer Case Studies

IdeaPaint makes paint that can turn walls, tables, and anything else you can paint into a dry-erase board. IdeaPaint’s Chief Marketing Officer, Marcus Wilson, spoke with us about how HubSpot’s analytics helped him figure out how potential leads were getting to the site.

Challenge: Complex Tools with Unreliable Marketing Data 

Before HubSpot, Marcus and IdeaPaint were using an online solution that was moderately helpful, but was ineffective when it came to marketing the company. According to Marcus, the data it gave them was unreliable and caused him to “lose faith” in it. IdeaPaint wanted to know what was contributing to their success, and what “the path from visiting the website to actually becoming customers was.”

Solution: HubSpot Analytics Software

With HubSpot’s sources dashboard, IdeaPaint is gets in-depth analysis of how people found the IdeaPaint website with a simple mouse click. With this knowledge they can determine which areas to focus marketing investements on and how to drive even more traffic to the site.

Another important analytic tool Marcus uses is the keyword grader, which allows IdeaPaint to see what words people are using to search for IdeaPaint. He can turn this information over to his sales and marketing teams so they know which words to might drive more qualified leads and sales.

IdeaPaint takes advantage of HubSpot Large’s consulting service to get one-on-one support with HubSpot staff helping them make sense of their leads and decide what move to make next.

Results: Growth in Lead Volume

•  Better data on leads by using lead grader
•  10,000 more visits per month compared to December 2009
•  Achieved 14.9% conversion for all landing pages
•  14% conversion for all organic leads to customers

HubSpot’s analytics have translated into a much better understanding of leads for IdeaPaint. With the knowledge of where the leads come from and what factors cause them to convert into customers, IdeaPaint has been able to have a much better idea of what is working. Also with all the reporting in one location and gathered using a single easy tool, Marcus no longer has to spend a long time analyzing different types of data.

Lead Growth for Organic Search

Marcus says that with HubSpot analytics he is able to hand over “more relevant data” to his distributors and direct sales team, leading to an ever-increasing online presence and growth for IdeaPaint.

IdeaPaint takes full advantage of their HubSpot Large one-on-one consulting. Marcus says that there is always someone there to talk to him about how best to proceed, and to help him make sense of his data.