Member Solutions had an aesthetically pleasing website, but it wasn't necessarily a website focused on generating leads. At least, Member Solutions had no way to tell, as they lacked the analytics and metrics needed to make informed decisions about their long-term marketing investments.
Member Solutions provides fully-outsourced member billing and servicing, as well as a series of on-demand applications for front-desk management, online event registration, member communications, and more. All web-based applications are fully integrated with their proprietary, PCI compliant billing and servicing platform. Kristen Campbell and Eric Peterson, marketing specialists at Member Solutions, share how they have been using HubSpot to track their online marketing campaigns and measure performance.
1Though Member Solutions had a beautifully-branded website, they lacked metrics to make informed decisions about long-term marketing investments. “We were hungry for analytics as far as knowing who was coming to our site, what banner ads were working, what keywords people were using to find us,” said Kristen. “HubSpot has given us metrics to follow, so we can make better-informed decisions.”
Eric and Kristen use HubSpot’s Lead Intelligence tool on a regular basis to track incoming leads and conversions. This helps them evaluate what campaigns are working well and what types of offers they should prioritize.
Thanks to HubSpot’s integration with Salesforce, Eric and Kristen have been able to easily create forms on landing pages. As Eric observed, they not only gained “complete control” over the formatting of the HTML and the information they were gathering, but could also efficiently monitor performance through HubSpot.
HubSpot also enables Member Solutions to discover more social media engagement opportunities by tracking specific keywords. Eric and Kristen can now monitor industry-relevant conversations taking place in the blogosphere and social media. “It really gave us a new way of engaging, a new insight to engaging our current client base,” Eric said.
Thanks to its improved monitoring activities, Member Solutions has been able to focus on successful marketing offers and, thus, drew in more organic traffic. The site doubled organic traffic from 900 visits in January to over 1900 in July.
Non-Direct Traffic by Channel, Feb. 2010 - July 2010
As a result, lead conversion has grown tremendously, enabling Member Solutions to capture nearly 300 leads in the past 6 months. The company is also saving money by spending less on pay-per-click and Google ads.
Thanks to the breadth and integration of marketing functionality, HubSpot has become the “Renaissance Man of inbound marketing” for Eric. “It can do everything—it does sales, it does marketing, it does landing page creation, social media monitoring, blog platform… There is no other tool out there that does everything that HubSpot does.”