Seeking an All-in-One Platform to Align Marketing and Sales
Hatch was founded in 2011 and has grown tremendously since then. Before HubSpot, Hatch was using numerous different tools for its marketing and sales activities. For example, it was using a separate Sales CRM, email marketing software, analytics software and more.
Hatch's Head of Marketing, Marc Haseth says, “Our biggest struggle was to connect our sales and marketing pipelines. It was difficult to get a complete overview of what was happening with our campaigns on different channels. Let alone what was happening with our leads."
Hatch’s Marketing Executive, Skirmante Bikaite says that she had to wrestle with a dozen different tools for marketing alone. She says, “I was using one tool for sending emails, another for checking how the website was performing, and so on. The large number of tools that Hatch used delayed its ability to set up campaigns and results in a more complicated marketing process. Tracking campaign performance was also a lengthy task as it involved using numerous analytical tools to gather data in one large excel file."
Hatch needed a new platform that could scale up with them and would help the company achieve its ambitious growth goals: 1. to align its sales and marketing funnels and to be able to see each leads’ full contact history, source, status and qualification and 2. To increase the number of qualified leads the company generated by leveraging automation tools to optimise the process and nurture leads further into the funnel.
Marc says, “Hatch was always aware that HubSpot was a strong market player. When we started to look for a solution that could combine sales and marketing – considering our size and expected growth needs – there were no other platforms that would fit as well as HubSpot did.” In 2017, Hatch signed up for Marketing Hub Enterprise and Sales Hub Professional, and today it boasts 12 Sales Hub Professional users in counting.
A Cohesive, Measurable Lead Generation Machine
It wasn’t long before Hatch was up and running with HubSpot. Skirmante says, “We had an amazing implementation specialist leading the processes. She knew the product inside out, answered our technical questions and helped us migrate our contacts from our old CRM to HubSpot.”
Hatch transformed its entire lead generation process with HubSpot. Marc says, “HubSpot has enabled us to bridge the gap between sales and marketing to be able to work together as one team towards one goal.”
For example, Hatch’s marketing team created landing pages on its website to increase the number of leads it converted, set up automated emails to nurture leads, and created workflows to automate each leads’ status while creating automated tasks for the sales teams to follow up. They also set up lead scoring to help them identify “hot” leads and automatically send them to sales.
Armed with HubSpot’s reporting capabilities, now the marketing and sales teams can see the company’s entire pipeline performance at a glance, which empowers them to identify which areas to tweak and improve. Skirmante says, “We're now able to see the source where leads come from, when they convert to an opportunity and when they change towards a sale down the road.” Marc adds, “This transparency benefits the entire company.”
As Hatch scales and grows, the company continues to discover and derive new value from HubSpot. Marc says, “One of the coolest features we’re starting to use is the topic clusters. We’re currently building a content strategy, and this is helping us create a framework to base it on.”
The company also recently integrated their social media channels with HubSpot. Skirmante says, “It's really helpful for us to schedule the upcoming posts for all social media channels within one platform, instead of doing it in 3 different channels, as well as analyse how our campaigns perform. The LinkedIn integration is working really well for us in combination with the automated workflows to move fast on our incoming leads.”
Generating More Leads and Unlocking New Growth Opportunities
Hatch's lead generation grew approx. 300% in a year and HubSpot was a crucial tool to align sales and marketing helping to manage the incoming leads.
Marc says, “I would definitely recommend HubSpot. I’ve worked with other market-leading companies in CRM in the past, and I know those platforms are bigger and highly customizable (on certain levels), But for many situations, they offer a cannon to swat a fly.” In contrast, he finds HubSpot, well documented, simple, easy to use and adapt.
Hatch has big goals for the future. The company plans to help as many brands as possible to make their touchpoints “shoppable.” Marc says, “We plan to continue growing at our current pace and even faster. HubSpot will support our growth by providing a robust, yet scalable platform to further structure and increase our marketing, sales and customer support activities.”
To support that growth, the company plans to maximise HubSpot’s full capabilities. Marc says, “We’re spending more and more time with HubSpot automation, lead scoring, campaigns, social channel integrations, content clusters, and reporting capabilities, and we see a lot of opportunities. These features are becoming key to our global marketing activities for this year and beyond.”