87% Increase in Customers Yoy
55% decrease in monthly customer attrition
152% increase in revenue yoy
As a SaaS business, it's critical for BrightGauge to attract a consistent volume of leads to support their monthly subscription and revenue goals. But as a young company, they did not yet have a methodology in place for their sales and marketing teams to follow. The marketing team was using a variety of tools to attract a relatively small number of leads online. Further, they lacked analytical tools to develop a strategy based on performance of their current marketing activities. By using Google Analytics, they did not have a way to track how well their website was contributing to converting leads into customers because it only measured web traffic and page views. They were using MailChimp to manually send email blasts to the leads that did come in. Since MailChimp did not provide in-depth analytics or a process for following up on the leads, it was unclear as to why some prospects were closing into customers and others were not.
As they began to develop plans to release a new version of their product in 2013, Co-Founder and CEO Eric Dosal sought a solution to solve their lead generation issues to help successfully launch their new product. He also required a tool to provide insight into the return on investment of their marketing.
A key element of building their strategy was learning from HubSpot's own inbound sales experts. Eric and his team enrolled in a custom Inbound Sales training program and worked closely with their consultants to learn best practices and develop a custom sales process of their own using HubSpot's software. "Learning the Inbound Sales Methodology was enlightening to help us become better listeners, better qualifiers, and most importantly - better closers," says Eric of his experience working with the HubSpot sales trainers.
Initial key take-aways from his Inbound Sales Training:
Stick to a repetitive process because it will be more scalable and measurable.
Do not send canned blast emails! By adding a personal touch, your prospects and customers won't feel like they’re communicating with a machine.
Aim for a quick turn around when following-up on new leads, especially after a Demo Request.
Learn the detailed characteristics of your buyer personas. Asking specific questions on lead forms will help improve your overall positioning.
The biggest transformational step for them, says Eric, was developing their buyer personas and using targeted questions on HubSpot's lead forms. "It completely changes our positioning with a prospect. Our closure rates have gone up simply because of that," says Eric.
For example, Eric opts for open-ended questions like, "What type of metrics are you interested in?" The responses received give his sales reps real insight into many important details about that lead and their needs. The sales rep can then follow-up, fully prepared with a specific line of questioning, with relative customer examples and information that positions them as an expert in the field. Presenting this prepared information helps the sales reps build trust with their prospects; this has become a critical part of BrightGauge's sales process.
How .id Doubled New Revenue with HubSpot
1E Achieves A 2X Increase in Meetings
Growing with HubSpot
39x Increase in Leads
7x Increase in Website Traffic
Boxing Clever with HubSpot
9x Increase Mqls Yoy