CrossCheck didn't have a way to gather quality leads from their website. They needed a way to work seamlessly with their sales team to deliver them only the most qualified, high-quality leads, and to hold their marketing team accountable with actual metrics.
increase in revenue in two years
increase in lead volume in two years
CrossCheck is a financial services company that offers check verification, check guarantee, remote deposit capture and electronic check processing for US based merchants. After the departure of the previous director of marketing, the new director, Andrew Donahey, set a marketing goal to generate leads by increasing website traffic through relevant content. Along with this, the marketing team needed to figure out a way to work seamlessly with the sales team. Their old joomla based website was filled with forms, but had no content offers and minimal blog content. Management could not find accountability from the marketing team since there were no hard numbers on their marketing efforts.
“[HubSpot has addressed our challenges] by offering an integrated, automated, marketing platform that is compatible with Salesforce,” said Andrew Donahey, director of marketing at CrossCheck. Compared to their old blog with no offers and minimal content, their new blog on the HubSpot blogging platform has turned into a marketing weapon. Their aim is to educate their target customers like furniture retailers or auto dealers about check processing. They are blogging 4-5 times per week, on topics ranging from technology news and product updates to new services. Their content has helped to generate organic traffic for competitive financial keywords like “fraudulent checks” resulting in more leads. The blog also contains strategic calls-to-action with ebook offers like “Choosing a Check Service Provider” or “The Insiders Guide to Check Verification.” The offers are built using HubSpot Landing Pages to help them generate leads. Then they nurture their leads over time with emails by using HubSpot Marketing Automation. They are segmented based on the offer they downloaded as well as the lifecycle stage of where they are in the sales process. The HubSpot Salesforce.com Integration has helped to create a transparency between the sales and marketing teams, and closed loop reporting helps to understand exactly which marketing efforts are producing quality leads. HubSpot Analytics has helped CrossCheck to find out exactly how well each marketing campaign is performing, which not only makes reporting flawless, but is something they had never been able to do before. These numbers help to calculate metrics such as the lifetime value of a customer and the cost per customer acquisition. “We are just getting started with inbound marketing and the results are just the tip of the iceberg,” added Andrew. CrossCheck is constantly experimenting and learning how to make their marketing efforts effective in a way that benefits not only the company, but also the customers.
When aked why a business should get HubSpot, Andrew replies: “1) Marketing automation: one person can do the work of many, 2) Technical support is highly effective, 3) To be on the front end of inbound marketing and 4) Closed loop analytics mean no more guessing about the effectiveness of your activity!“
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