Care.com Lacked the Tools to Rapidly Grow Its B2B Business
Care.com launched in the U.S. in 2007, and in just a few years was established as the world's largest online marketplace for finding and managing family care. Its brand was widely recognized by consumers, but the company wanted to jumpstart its B2B offerings.
Chris Snell, Sr. Inside Sales Manager, was focused on building Care.com’s SMB business. His team of inside sales representatives is responsible for turning inbound leads — who have created an online profile through their trial — into customers. Their business was growing, but the reps weren’t selling as quickly or effectively as they could because they couldn’t see how prospects were engaging with them outside the phone.
Chris’s counterpart in marketing, Elizabeth Tutscheck, Director of Marketing, was on a mission similar to Chris’s: she was trying to make Care.com’s workplace solutions and small business offerings a bigger part of the Care.com story. But she realized her marketing team lacked the tools to scale their business. She needed an all-in-one platform to help them run campaigns and measure their results.
The Sales Team Uses HubSpot to Be More Agile and Effective
Chris had used HubSpot Marketing Hub at a previous company and saw the value it could bring to sales and marketing teams. So when he learned about HubSpot’s introduction of a sales product, HubSpot Sales Hub, he knew he wanted to give it a try.
Chris set his whole team of twenty-four sales reps up with HubSpot Sales Notifications. It gave them real-time alerts telling them when, where, and how prospects were engaging with them — by opening emails, visiting the website, and more. In less than six months, he saw the team being more agile and effective.
The instantaneous nature of the notifications gave reps the ability to follow up with prospects while Care.com was top-of-mind for them. This helped them to move deals more quickly and reduce the overall number of messages and calls they made.
Chris says, “We expect HubSpot Sales Hub to help drive revenue higher because reps will be able to jump on potential prospects in a faster method than they were before.”
Elizabeth agrees: “Arming a sales team to measure their actions makes them a lot smarter and layers in a marketing mindset. So it helps make sales conversion a lot faster.”
Chris also saw response rates going up since they could track the performance of their email messages. “The most effective reps utilize HubSpot Sales Hub to A/B test their email messages. They can see which messages are working best and chose the winners. This insight will also be useful for the team leads he recently promoted.
“From a coaching perspective, the team leads will have an opportunity to look at the reps’ email streams and help them better shape their emails to get opened.”
The Marketing Team Implements HubSpot’s Software to Scale
Elizabeth’s team is in the process of implementing HubSpot Marketing Hub. She is optimistic that the software will help her and Chris implement an end-to-end inbound marketing and sales strategy to attract, convert, and close more leads. They see it providing synergy along with HubSpot Sales.
Before using HubSpot’s marketing platform, the team couldn’t scale because it was using different tools that didn’t talk to each other. Elizabeth says, “It was a very manual process to thread together a marketing campaign. Measuring was time-consuming since you had to grab data sets from different systems. But now with HubSpot’s software, it can all be integrated and seamless for the team to use.”
Elizabeth also sees the benefits of having sales and marketing on the same platform. “It’s so important to have synergies between sales and marketing because they’re so reliant on each other. Having a strong relationship is vital to any B2B entity. And it gets easier when you’re using one system like HubSpot’s.”
The marketing team is held to lead generation goals and the sales team to lead conversion goals. Chris and Elizabeth feel that HubSpot’s marketing sales platform will help them both measure and outperform those goals. Elizabeth’s team is in the process of implementing HubSpot Marketing Hub, powered by AWS.
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