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Construction Software Company HCSS Uses HubSpot's COS and Tools to Increase Leads by 3X

HCSS is a successful software company that has always relied on word of mouth referrals and great brand name recognition to generate leads and new business. Their website's ability to generate leads had plateaued at 100 leads per month, so they sought new tools and methods to increase leads for the sales team. Dan Briscoe, the VP of Marketing, worked with the company leaders and marketing team to evaluate and then purchase HubSpot's inbound marketing software, including its content optimization system (CMS). Since implementation in early 2013, HCSS has dramatically increased both their lead generation and revenue growth rates. HCSS is a successful software company that has always relied on word of mouth referrals and great brand name recognition to generate leads and new business. Their website's ability to generate leads had plateaued at 100 leads per month, so they sought new tools and methods to increase leads for the sales team. Dan Briscoe, the VP of Marketing, worked with the company leaders and marketing team to evaluate and then purchase HubSpot's inbound marketing software, including its content optimization system (CMS). Since implementation in early 2013, HCSS has dramatically increased both their lead generation and revenue growth rates.
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Construction Software Company HCSS Uses HubSpot's COS and Tools to Increase Leads by 3X

HCSS is a successful software company that has always relied on word of mouth referrals and great brand name recognition to generate leads and new business. Their website's ability to generate leads had plateaued at 100 leads per month, so they sought new tools and methods to increase leads for the sales team. Dan Briscoe, the VP of Marketing, worked with the company leaders and marketing team to evaluate and then purchase HubSpot's inbound marketing software, including its content optimization system (CMS). Since implementation in early 2013, HCSS has dramatically increased both their lead generation and revenue growth rates.

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30% Increase in Revenue Y-o-y

3X increase in leads in two years

2X increase in website traffic in two years

Stagnant Web Performance Hinders Growth

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. 

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Getting Onboard with Inbound Marketing

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.

About HCSS

Since 1986, HCSS has been developing software to help construction companies streamline their operations. Today, they are recognized as a pioneer and leader in the market, serving over 45,000 construction professionals across the nation.

Industry: Manufacturing

Company Size: Mid-Market 25-200 employees

Location: United States

Software: Sales

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