Emily Winwood is the Head of Digital Distribution for DUAL International and former Commercial Manager for DUAL Asia Pacific, a specialist underwriting agency focused on providing innovative insurance solutions to the mid-market. DUAL’s product offering includes the following specialty classes of insurance: Accident and Health, Financial Lines and General Liability. DUAL is the largest independent underwriting agency, and Lloyd's largest coverholder, in Australia.
Prior to HubSpot, DUAL utilised a traditional approach to marketing, using product flyers and basic PDFs as part of their marketing efforts. They then discovered HubSpot Partner and marketing growth agency, Synx, and began their HubSpot journey. Since working with Synx and implementing HubSpot, DUAL have gone from a traditional, outdated marketing function to a robust, well-oiled online machine and have driven some phenomenal results; including 15% more traffic to their website, saved 20% of time on manual tasks, and 30% year-on-year growth.
A traditional approach to marketing
Before implementing HubSpot, DUAL’s marketing strategy was very much in its infancy. The business relied on a traditional approach, which included printing product flyers and basic PDFs, but had little grasp on digital. After setting up the marketing function and getting the foundations in place, the company started to explore the digital space. “We knew we needed to get more involved in digital and after about a year of building the foundations, we started to dabble in marketing online.”
DUAL kicked off their digital marketing endeavours by using several different systems, including Mailchimp for email marketing. While this was a good starting point to get up and running, they soon found that, the approach of using multiple platforms came with a number of limitations. “It was good to get up and running but we had no central source of truth and data was housed in isolation. Simply put, using all these separate systems wasn’t working because they just weren’t talking to each other.”
Not only that, DUAL’s websites were hosted in Ireland and often went down at peak trading time, with no support to get them back online in a timely fashion. It was at this point the company needed a more robust solution and a partner that could help them implement it.
A partner to take DUAL to the next level
Through her research, Emily came across Synx, a HubSpot Partner and marketing growth agency that specialises in inbound marketing and HubSpot implementation. Through her conversations with Synx, Emily quickly realised that this was a partner who could provide the strategy, support and infrastructure to take DUAL’s digital marketing efforts to the next level.
When Synx and DUAL started working together, they initially started by giving two people on the team access to HubSpot, subsequently increasing this to 26. Because Synx were able to provide both product support and strategy, DUAL required little training, relying on the HubSpot Academy, blogs and video articles to answer most of the questions they had. Emily felt the transition from their old digital infrastructure went through without any issue. “From our perspective, the transition was seamless. Synx handled the migration and setup and we were up and running with HubSpot in no time.”
With HubSpot implemented, DUAL are now able to track all of their data in one place, using the HubSpot CRM as a central source of truth. They also use HubSpot marketing tools to automate many of the
manual processes they would have had previously, as well as the deals feature of the HubSpot sales tool to automate their sales processes. “We now use CMS Hub and about 70% of the marketing tools. We’ve also deployed the CRM, deals and sales automation features.”
Supercharged website traffic and process efficiency
Since working with Synx to implement HubSpot, DUAL have seen some fantastic results. They’ve increased website traffic by an amazing 15%, and saved about 20% in terms of time and efficiency through the automation of previously manual tasks. Not only that, DUAL have grown 30% year-on-year, with HubSpot a central cog in this astonishing growth engine. “HubSpot helps us store the data that drives our strategy and it’s all available at our fingertips. It’s been instrumental in our growth and also making our lives easier and more efficient, saving us a tonne of time every day.”