70% form completion rate
CrowdRise was focusing completely on building more complex and robust products for non-profits and Gary Wohlfeill, Director of Growth and Marketing, had to match the new business model with new content marketing, lead generation, and brand strategies. It was a matter of starting the efforts from scratch, and that’s when Jon-Eric Cornellier, B2B marketing expert, joined the team to help build the framework.
While comparing HubSpot to other marketing tools, Gary and Jon-Eric were particularly taken by the detailed content management system as well as the integrations offered by the platform. With the confidence that HubSpot was able to support the automation that was anticipated for future company needs, they began using the system to build the content marketing strategy.
“HubSpot was the first place where we were able to build out our content on a continuous basis.” Gary says and follows with “It gave marketing control over product marketing pages, solution pages, and landing pages. Where prior to that it had to go through our engineering team to be built, giving us a ton more control over how the customer experience from lead to sales was able to be crafted.”
As one of the main goals of using HubSpot was to bring to life the new lead generation strategy, Gary and Jon-Eric implemented a lead scoring workflow that provided the necessary insights about qualifying questions to be able to then marry that with the actions the leads were taking on the site. Today, it now allows them to be much more aware of the behavior and quality of prospective customers.
Working through the custom options, they use date fields to calculate points. When a lead requests a demo, they add a date field which is the one that provides the score instead of the lead filling out the form itself. After a certain number of days, the date field is cleared and that removes the associated points from the record, taking the lead back to the starting point. Having that type of flexibility has allowed them to build an accurate lead scoring tool that both the marketing and sales teams can rely on.
Additionally, CrowdRise is using Thank You pages in an innovative way to optimize the conversion rate of their demo request offer. Instead of dropping them on a normal thank you page, the lead lands on a Thank You page that requests more information from the lead through a second form. By keeping the first form short, they don’t impact initial conversion rates while the second form has an astonishing 70% completion rate, allowing them to gather all the information the sales team needs.
Initially, it was only the marketing team working on HubSpot. Since then, they have moved the sales and customer success teams to the platform as well. Gary and Jon-Eric have also removed other tools from the stack, making HubSpot their primary CRM and moving into HubSpot sales so that they could use automation to manage the accounts. Now that all the commercial teams are on the same system, they have a much better picture of the entire process as every single cycle starts and finishes on the same platform.
“Our goal is to be the premier platform for fundraising, and HubSpot will be the single source of truth for our performance.”
By having everyone in the same place, CrowdRise has not only been able to properly track the quality of leads and manage the lead experience but also implement sequences as time-saving solutions that allow them to systemize the entire flow. Now they are able to see what’s performing and what simply isn’t. Also, a custom integration from the CrowdRise platform via the timeline API allows the customer behavior information to be automatically transferred to HubSpot, so that the Customer Success team can work directly within HubSpot to see the progress of each account.
Since the Customer Success team was added most recently, they have now streamlined the entire process to automate the way the “Hands off” process from lead to a customer is done. Now, the correct success person is notified and has access to all the pertinent customer information. The company is now “using automation to improve customer experience in a 360 degree, not just top of the funnel or in the sales cycle” Jon-Eric says.
CrowdRise is set on creating an amazing experience for non-profits in the long run. Gary mentions “Our engineering team is steaming along, creating new features and new products every day. HubSpot will continue to be the primary tool on how we communicate those releases and are able to craft the customer experience that we desire through automation.”