50X increase in leads
300X increase in organic traffic
5X increase in website traffic
Coresystems helps midsize and large enterprises to manage their field services. With its mobile-friendly, cloud-based software, companies can oversee multiple jobs and equip field personnel with the information they need to complete repairs quickly. Coresystems has also pioneered the "crowd service" model, which allows customers to leverage an Uber-like platform to find available field service technicians in real-time.
Up until 2014, it was still putting most of its time and effort into outbound marketing campaigns. However, as it grew, that became difficult to scale.
“We wanted to not only generate more leads but also to establish our brand. Here we were with a marketing team of five people, competing against huge companies like Salesforce, Servicemax and Oracle that seemed to have unlimited budgets. We wanted to position ourselves as innovators and thought leaders in our field, and inbound marketing seemed like the best way to do that,” explains Sebastian Ulbert, Chief Marketing Officer with Coresystems.
Coresystems got started by using the Act-On platform to create some landing pages and email campaigns. However, Sebastian was surprised by how long it was taking to get things done. He began researching other marketing automation software, including Marketo, but he was most impressed by HubSpot Marketing Hub.
“I reached out to the HubSpot team on Twitter, and within 30 minutes, I had an email from them in my inbox. I took that as proof the product was first rate. We trialled the software, and from day one, we liked its look and feel. It usability and functionalities were great, and we wouldn’t need a lot of training to get up to speed.”
Coresystems decided that the inbound methodology was something that it should embed throughout its organisation, so it signed up for the HubSpot Growth Stack, which is the combination of HubSpot’s Marketing Hub, Sales Hub and CRM.
Coresystems got started by defining its buyer personas and creating content to appeal to them. It now has an active, popular blog and a resources library filled with whitepapers, case studies and infographics. It uses HubSpot’s Content Strategy tool to discover the subjects that matter most to its customers, and it has built pillar pages and topic clusters for its major focus areas.
“That’s helping us to boost our search engine rankings – we’re successfully competing with huge companies that we never thought we stood a chance against,” says Sebastian.
Coresystems uses smart content to build progressive profiles on its leads, and then nurtures them through the funnel with Workflows that match their interests, pain points and lifecycle stage.
“All that lead information is automatically collected in HubSpot CRM, and both our marketing and sales departments have access to it. Each team now has a better view on what the other is doing. We’re collaborating more, and we can produce the closed-loop reporting that helps us to keep refining our actions.”
The company is also using HubSpot Sales Hub to close more deals more quickly.
“Our salespeople can queue up a sequence of personalised, timed emails that get delivered to the lead at the optimum time. That ensures that our prospects stay engaged, and no-one slips through the cracks.”
Sebastian believes that all the support and guidance that HubSpot provides has helped Coresystems to become the inbound experts that they wanted to be.
“Our HubSpot customer success manager has been wonderful. We’re in regular contact, and she’s made it her mission to ensure that we get the most out of the software. We’re also huge fans of the HubSpot Academy. We’ve completed a lot of the certification courses, and we’ve found the training it offers to be first class. It’s made it possible to really empower our teams and give them the knowledge they need to succeed.”
Adopting the HubSpot Growth Stack has proved to be a savvy decision for Coresystems. Since signing up, its website traffic has grown by 5X overall.
“Once we got our Workflows implemented and our content indexed on Google, we started to see tremendous increases. Our organic traffic has increased exponentially – it’s up by 300X. Our leads have been boosted by 50X, and those numbers are rising month on month.”
Sebastian believes that the HubSpot Growth Stack has enabled Coresystems to serve its customers in a much more effective way.
“We know them on a deeper level than we did before, so we can nurture them in a way that is tailored and non-intrusive. Our staff are happier too. Automation has freed up our time and allowed us to concentrate on high-level tasks, which means that our teams are more fulfilled. It’s said that if you love your job, you’ll never work a day in your life; we have that atmosphere at Coresystems now.”