30% increase in revenue y-o-y
3X increase in leads in two years
2X increase in website traffic in two years
As a pioneer and leader in construction software since 1986, HCSS has been developing software to help construction companies streamline their operations and serve thousands of construction companies across the nation. During the past decade, the HCSS marketing team had mainly focused their efforts on traditional outbound activities, such as publishing quarterly newsletters, attending trade shows, and running a successful User's Group Meeting, to generate new business leads. Being established in their industry, they relied on word of mouth referrals and an experienced sales team as the primary driver of new business.
The marketing team did not have the tools or strategy in place to use their website as a lead generation tool. The website did not have a conversion path for potential leads; it did contain a few landing pages and a "Contact Sales" offer, but even these limited offers were difficult to find.
Their team consisted of six marketers with varying levels of knowledge and experience. They were operating in silos, each using their “tool of choice”. This made it difficult to coordinate their marketing efforts and understand which activities were working or not.
The executive team noticed that website performance leads had plateaued at around 100 per month for the past 3 years, with conversion rates below 1%. They agreed that HCSS was missing an opportunity to generate more traffic and leads online and decided to work with Dan Briscoe, their new VP of Marketing, to improve the website's performance.
Dan quickly identified the need for an inbound marketing strategy to improve HCSS’ lead generation and website performance. He also saw that everyone on the marketing team needed to be using one platform to better understand their marketing efficiencies. Dan had been successful using HubSpot at his previous company and knew the HCSS team would enjoy the ease-of-use and variety of tools the software provides. He spoke with the executive team about the value of inbound marketing and how they could use HubSpot to transform their marketing and sales plans quickly.
At his previous company, Dan had done extensive research on marketing automation platforms like Marketo and Eloqua, but he ultimately chose HubSpot based on the ease of use, broad set of valulable tools included, and the success that so many other companies had seen with the software.