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An ineffective marketing strategy with an outbound approach
Before HubSpot, Assignar didn’t have an effective marketing strategy set up to enable them to achieve their long term goals. Their sales team was responsible for sourcing their own leads, without any supporting resources or assistance.
This focus on cold calling potential customers achieved initial success when executed, but resulted in a lack of brand awareness amongst their target audience and hindered their ability to be able to grow exponentially as a company. They soon came to the conclusion that educating the market would need to be a bigger part of their strategy. “We were in a blue ocean market, which means that there was no awareness or immediate need for our project.”
HubSpot’s integrated tools form a solution for Assignar
When Niek first started at Assignar, he had to bootstrap the company’s marketing, building the website and implementing systems. Having used HubSpot in a previous role he had seen firsthand not only how beneficial HubSpot is to assist in achieving the company's goals, but how smoothly it ran to be able to reach those goals. When he moved companies, Niek felt it was a no-brainer to bring HubSpot to Assignar for a new, sustainable marketing approach.
The primary goals Niek wanted to achieve for Assignar with HubSpot were to:
- Generate more inbound leads
- Educate the market by setting up the right nurture campaigns
- Allow sales to have meaningful conversations with the right person at the right time
To achieve these goals, Assignar use the content strategy tool to build out content and generate more inbound leads, while also educating the market. They then track and nurture these inbound leads through the entire customer journey by using the reports, workflows and email features within HubSpot. “In our industry everybody is time-poor and they want a meaningful conversation at the right time with the right person. By integrating HubSpot we can see when, and with what, content leads engage. This has allowed us to be able to have those conversations.”
Assignar’s sale process has also drastically changed since putting HubSpot into action. By integrating HubSpot with Slack, they can call a lead within five minutes of them requesting a product demonstration or when they first sign up for a free trial, which has allowed the team to have contextual conversations at an opportune time. “We use the Slack integration to notify reps when a new qualified lead comes in and book a demonstration with the BDM (Business Development Manager). From there the sales process is tailored to the needs of the lead. Without HubSpot, Assignar wouldn’t be able to manage their sales process like this.”
More traffic and customers with less time and effort
Now that Assignar are fully up to speed with HubSpot, they can focus their time and effort on more value-adding tasks and fully realise the benefits. They have seen an 83% growth in their monthly website traffic. Not only that, they have observed an impressive 120% increase in their customer base since using HubSpot. The automation process has allowed them to save 70% of their time due to fact their sales team no longer have to spend time on admin tasks.
When asked if he would recommend HubSpot’s software to a peer, Niek stated:
“Absolutely! Managing the SLA (Service Level Agreement) between sales and marketing is a problem in many organisations. When using HubSpot, you save yourself 80% of the battles you’d have to fight between Sales and Marketing.”
Assignar’s long term goal is to become the market leader and a household name in the construction software industry. They believe that HubSpot will allow them to maintain the values of their personal approach as their clients now know their Customer Success Managers by name and Assignar are only becoming more established over time. “Shortly after I started at Assignar I implemented Hubspot, and the inbound marketing approach, and since then we’ve become a well-known name in the industry.”
