Sourcing A Better CMS
EASYRECRUE had been using the HubSpot Platform since 2016, employing a combination of Marketing Hub Enterprise and Sales Hub Professional to grow its business. Before using CMS Hub, the company used Symfony2 to manage its home-made, dynamic website. The website was created by the company's developers who took time away from building EASYRECRUE's software to complete the project. At first, it was satisfactory, but after a couple of years, it became more challenging for EASYRECRUE to manage effectively.
While the website was already dynamic and had back-office access to modify online content, they required developer assistance to make simple changes to website structure. This process caused friction in the business, as Baptiste Saugeron, Digital Marketing Manager at EASYRECRUE explains, "Our in-house developers' job was to focus on our product, and it could take days to get small changes implemented. We also had no transparent process on how to do it, which would create tension on the team."
EASYRECRUE also found it challenging to manage the multiple languages on its website, and this was hindering the ability to rank for relevant keywords. "Before HubSpot, we would have to ensure that every sentence we write in other languages would have the precise equivalent in French. We found it difficult to increase our organic search traffic as our team did not have the flexibility to add keywords that would improve our SEO performance. I also wanted to allow the marketing team to collaborate more and share resources rather than making everything separately."
Baptiste knew that a solution was needed to address these challenges and already believed HubSpot could be an option, "We were already using the HubSpot platform, and I thought it would make sense to add the CMS. It was easy to use, and we were able to train new team members quickly." However, EASYRECRUE wanted to look at other options in the market before moving ahead. "The most important thing for it was to be developer free. We looked at WordPress and Drupal. While those options were flexible, it was all a bit complicated and would require extra developer assistance which we did not have a budget for."
By combining this with the multi-language features available, Baptiste was able to convince his boss that the CMS Hub was the perfect solution. "The most significant turning point was when I showed management how CMS Hub could handle international. We have global offices in Dubai, Madrid, & Milan. By choosing HubSpot, we would have the flexibility to create multi-language content with ease. We could show that we could use it out of the box and getting buy-in from management was pretty easy."
With that, EASYRECRUE went ahead with CMS Hub Professional in May 2019.
Enabling Marketing Talent
EASYRECRUE knew that it needed some assistance to implement the new website, and sought the help of Ideagency, a French HubSpot Solutions Partner. Ideagency suggested that using its Kilimandjaro template would suit EASYRECRUE's needs perfectly, as Baptiste explains, "We were very much on a budget, and Ideagency told us that using its custom template would be a great option. We were able to create a beautiful website, while also ensuring that fonts, colours and other content aligned with our brand. There was very little development to do and is flexible enough to create what we needed. It was a good deal."
Baptiste was impressed by how much the CMS Hub has reduced the time needed to manage the website. It was both beautiful and functional while also generating high-quality leads for the business. "It has made a huge difference. My objective was to spend less time fixing the website and more time on lead generation. Now, I barely spend an hour a week working on the website." However, The real gains from moving to HubSpot were for EASYRECRUE employees, whose productivity at least doubled after the implementation. "Every member of our team can edit pages easily. They are fully autonomous and can focus on more impactful actions for the business", explains Baptiste.
Creating a remarkable online experience is a top priority for EASYRECRUE. With CMS Hub, Baptiste wants to leverage the personalization features further and create a tailored experience for each visitor. They have seen this work effectively in their email marketing campaigns, where personalizing emails for each recipient has improved performance. When somebody enters their information into forms on one of EASYRECRUE’s landing pages, Baptiste uses the data to adapt content to customers needs. "We don't do enough personalization. We are constantly trying out some new A/B Tests, and there's always more we could do. There's always something more. For now, we use the insights within the HubSpot platform to personalize all our emails. We're currently making some SEO optimized pillar pages which will change, depending on what a visitor has already seen,” added Baptiste.
Planning For The Future
EASYRECRUE chose CMS Hub to reduce the friction of creating a visually-pleasing, functional website, and the results have been considerable. Now, they can focus on what matters for the marketing team, lead generation.
EASYRECRUE's number one marketing goal is to drive more qualified leads, in the form of demo requests, for its sales team. HubSpot has helped them to improve the conversion rate of visits to qualified leads from .6% to 1%, and this has had a direct impact on revenue. While they made improvements to traffic and conversions, the real advantage is the 2X increase in productivity across the marketing team.
Baptiste is delighted with his decision to choose CMS Hub and wants to use the platform to its full potential in the future. "We gained a lot by moving to HubSpot, and I'm very satisfied with making the change. It did help that I knew the product before, but everything went as expected. Looking forward, we want to use features like the SEO optimization tool and smart content to improve our conversion rates. We can go a lot further, and HubSpot can help us to get there."