HubSpot Customer Case Studies

SRS Crisafulli is a Montana-based pumping and dredging company whose rugged, reliable, and versatile pumps move millions of gallons of water, waste, sludges, and slurries at locations around the world and serve customers in five market segments. We connected with Marketing Manager Elizabeth Kaiser to discover how Crisafulli improved lead quality and completely dropped its pay-per-click spending due to inbound marketing.

Industry: Manufacturing | Size: 50 Employees

Tenure: 1 Year on HubSpot Medium

Challenge: Inability to Track Leads & Traffic

Before signing on with HubSpot in 2009, SRS Crisafulli had paid little attention to its online presence. Elizabeth recognized that the inability to track leads and website traffic was the company's number one problem: "We really needed a system that would enable us to make wiser decisions based on our tracking efforts," she said.

Elizabeth also expressed extreme dissatisfaction with Crisafulli's web host and hoped to find a solution that would enable her to update Crisafulli's website more quickly and easily.

Solution: HubSpot Lead Tracking & Content Management System

In the past year, Elizabeth has put in place a process using HubSpot's Lead Management tool to qualify leads before handing them over to Crisafulli's sales staff, which has helped minimize the time Sales is spending on leads that aren't qualified and maximize the efficiency of the sales process. She uses HubSpot's Sources tool to track website traffic and its conversion to leads, which she uses to calculate Crisafulli's return on investment.

With HubSpot's Keyword Grader tool, Elizabeth has used the tool to make better educated decisions about which keywords are most valuable to optimize the Crisafulli website.

Elizabeth has also relied on the ease of publishing using HubSpot's Content Management System to make fast updates and changes to the Crisafulli website.

Results: Increase in Organic Traffic & Lead Quality

• Achieved 95% increase in organic website traffic since using HubSpot
• Completely dropped pay-per-click (PPC) spending
• Experienced steady increase in volume and quality of leads
• Increased efficiency of sales team due to improved lead tracking and qualification process  

Growth in Organic Search Traffic

"The quality of leads and the number of those leads coming in have increased immensely," remarked Elizabeth when discussing the success Crisafulli has experienced since using HubSpot. "We this last year stopped paying for pay-per-click words," she continued, "and since we've stopped, our organic searches have continued to increase." Crisafulli watches its organic search traffic rise despite completely eliminating pay-per-click spending from its marketing program.

Elizabeth also values HubSpot's customer support, emphasizing, "I haven't experienced service from many people online like I have with HubSpot. That alone ... will keep me with HubSpot for a while."