76% Lead CVR
15% CVR from Social
4,000 Sales Driven on Black Friday
A lot can change in 500 years. For Beretta, the more things change the more they stay the same. The world’s oldest family-owned firearms company has changed with the times for five centuries and, today, the company is embracing the digital marketing revolution.
Over the last decade, the company has adopted email marketing, social media, and other digital marketing tactics into their blueprint. However, the marketing team was using several disparate tools, which limited their analysis capabilities and made it difficult to understand what content attracted and engaged new customers throughout its online retail channels.
“When we first started with digital marketing, we were one of those companies that would send a one-size-fits-all message to everyone,” says Matteo Recanatini, Beretta’s Digital & Ecommerce Manager. “We needed a more effective way to identify the different lifestyles and preferences of our customers and deliver content that actually mattered to them through different channels.”
Beretta turned to HubSpot to transform its scattershot marketing efforts into a cohesive, effective inbound marketing strategy. The all-in-one marketing platform integrates each part of the company’s marketing channels to help establish, nurture, and convert customer relationships into sales.
In particular, Matteo’s team uses the Blogging, Landing Pages, and Social tools in Marketing Hub to create compelling content and offers aimed at a variety of lifestyle-based buyer personas to attract the attention of these firearms buyers. HubSpot also helps Beretta marketers progressively profile website visitors, collecting information to further sub-segment customer by the types of content they’ve viewed and the offers they’ve shown interest in.
“HubSpot makes it very easy for us to be methodical in our marketing approach by generating very granular reports,” Matteo says. “Being able to tailor content based on a how a customer might use our products—personal defense or tactical use, clay shooting, or hunting—or how they’ve responded to other offers is the difference between an effective engagement strategy and a waste of time.”
In addition to attracting new site visitors with interesting blogs and social media posts, Beretta also uses the Email and Marketing Automation tools in Marketing Hub to produce a custom, one-to-one experience for each customer. Every email is tailored with content, imagery, and calls-to-action to pique a customer’s interest, guide them through the shopping process, and direct them to a retail partner for a firearm purchase or to another area of the Beretta site to buy lifestyle-related gear.
“Content has to be relevant and interesting to be effective,” Matteo says. “HubSpot is the missing link that has finally allowed us to get away from producing general content and really zero in on producing personalized, sales-driving messaging for everyone that visits us online.”
Adopting HubSpot has kept the historic company in line with the times. Even with limited marketing staff, Beretta runs a highly effective marketing program that’s garnered attention from respected publications like the Wall Street Journal and Direct Marketing News.
Since starting with HubSpot in 2013, 76% of leads from organic search and 15% of social media leads become customers. The consistency of Beretta’s conversion rates are matched only by the successes it has when promoting special events, such as the email series the company ran for the “Black Friday” and “Cyber Monday” holiday shopping frenzy. That campaign resulted in more than 4,000 orders in a single day, nearly exceeding Beretta’s warehousing and shipping capabilities.
HubSpot has made such a difference in Beretta’s marketing operations that Matteo even worked with HubSpot’s Ecommerce specialists to create a custom monthly report called "Value of Converted Abandoned Carts Last 30 Days,” which highlights abandoned cart revenues and drives retargeting efforts. Analyzing shopping cart activities—whether sales or abandons—is an ingenious way to capture more revenues without additional expenditures, something the company couldn’t previously do.
“Organizations like HubSpot make it possible for companies like ours to not only survive, but to thrive with change,” Matteo says. “From the very first conversation and training session, it was evident that everyone there was fully invested in helping us take our digital marketing practices to the next level so that our 500 year-old company could flourish for at least 500 more.”
80% Increase in Traffic
325% Growth of Their Database
12% Daily Revenue Increase
GigMasters, part of the XO Group, is the every event marketplace—connecting party planners and hosts with the perfect entertainment and services for celebrating all of life’s special moments. GigMasters provides the efficiency of the web combined with the...
Tapping Into Revenue Growth With HubSpot
Refreshing Marketing with HubSpot
24% Increase in Revenue YOY
Sock Club is the leader in custom socks. The company started in 2012 as a sock subscription service, and began making custom branded socks in 2014. Sock Club has made its mark in the promotional products space by having the fastest turnaround time in the ...