Logo - Full (Color)
iAdvize
iadvize

SaaS Company iAdvize Boosts Leads 4X with HubSpot

By 2014, French company iAdvize was enjoying great success with its real-time customer engagement software. However, it was using a collection of disparate tools to achieve its online marketing goals; it needed a more powerful and cohesive solution. Its search for the ideal marketing automation platform led it to HubSpot. Since then, it has increased its marketing team from four people to 14. Traffic to the iAdvize website is up by 3X, lead generation has increased by 4X, while the sales cycle has been halved. By 2014, French company iAdvize was enjoying great success with its real-time customer engagement software. However, it was using a collection of disparate tools to achieve its online marketing goals; it needed a more powerful and cohesive solution. Its search for the ideal marketing automation platform led it to HubSpot. Since then, it has increased its marketing team from four people to 14. Traffic to the iAdvize website is up by 3X, lead generation has increased by 4X, while the sales cycle has been halved.

4x Increase in Leads

3X increase in website traffic

50% faster sales cycle

A Company on the Rise Seeks an Inbound Solution

By 2014, French company iAdvize’s real-time customer engagement platform was rising in popularity. But as the business grew, Maxime Baumard, VP of marketing at iAdvize knew that it needed to change its own marketing strategy to keep pace. Maxime, explains:

“At the time, we were using multiple tools that weren’t synced up with each other, including MailChimp for emails and Unbounce for Landing Pages. We weren’t able to track prospects; we couldn't automate follow-up actions with visitors. Seeing as our main goal was to generate more sales-qualified leads, it wasn’t ideal. I realised that the right marketing automation platform could make all the difference.”

He began to investigate the solutions available, starting with Marketo. However, he felt that “it was a poor user experience”. Maxime continued his research and discovered the HubSpot blog. After requesting a demo, he was convinced.

“That was a wow moment for me – HubSpot is all about simplicity and ease of use, but it had all the tools we needed under the one roof. As well as that, the expertise and vision that the company had around inbound marketing made me certain that I was making the right choice.”

iAdvize signed on the dotted line with HubSpot in Autumn 2014, and immediately began to use the platform to implement a new marketing strategy.

Section break

Creating a Lead Generation Machine

Maxime and the marketing team set about creating personas for its different types of clients, who come from both medium and large companies throughout Europe. They populated the iAdvize website with landing Pages containing content such as ebooks, articles, whitepapers and checklists. They also began to use the Social Tool in Marketing Hub for posting to Twitter and Facebook and set up the company blog on the Blog Tool.

According to Maxime, the advanced features in Marketing Hub have made generating and qualifying leads much more straightforward. 

“They enable us to personalise our marketing strategy. We use smart CTAs and smart lists to adapt what the client sees to their persona or industry or lifecycle stage. We create a lot of workflows, which allow us to nurture our leads with follow-up communications which are specific to them. Thanks to A/B testing and reporting, we can constantly optimise our Landing Pages, our email campaigns and our website.”

Maxime also synchronised the HubSpot platform with the iAdvize CRM, which means that every marketing interaction – email sends, opens, clicks, form submissions and more – is shared with the sales team. This allows them to have more informed conversations with prospects

“We’ve aligned the sales and marketing departments much more closely since we implemented the HubSpot platform. We have set up lead scoring and our marketing activities – the Workflows, the email campaigns – are leading to more requests for demos. That means that we can hand the sales team leads that are truly sales qualified, and they can contact them immediately to arrange a meeting.”

Section break

An Engine that Powers Success

Since partnering with HubSpot, iAdvize has grown significantly. The marketing team has increased from four people to 14, its budget has been doubled, and it has ramped up its content production activities. Traffic to the iAdvize website site is up by 3X, lead generation has increased by 4X, while the sales cycle has been shortened by 50%.

“Our main goal is to make our salespeople happy, and the HubSpot platform allows us to do that. Automation enables us to send the right content at the right moment to the right person, which makes our marketing efforts more personalised and way more efficient. It has led to huge increases in both the number and the quality of our sales-qualified leads.”

Looking to the future, Maxime envisages the HubSpot Marketing Platform will be a vital part of the company’s expansion, and the marketing team will continue to tweak its strategy to ensure success. Good inbound marketing, he says, requires constant vigilance.

“We recently ran an A/B test on a newly designed demo page. We were convinced that the new one was better but started an A/B test to be sure. After two months, we saw there were much fewer conversions, so we optimised the old one and kept it.”

The HubSpot and iAdvize partnership is something of a meeting of minds, asserts Maxime. “The HubSpot DNA matches our own, in terms of the vision we share for providing excellent user experience. The platform has helped us to define a solid inbound marketing strategy and to achieve and track our success.”

 

 

About iAdvize

Founded in 2010, French company iAdvize’s raison d’être is to anchor human conversations at the heart of online shopping. Its conversational commerce platform enables its customers to detect conversation opportunities on their own website and applications, as well as on third party social media networks and messaging apps. Visitors can get real-time advice, through chat, voice and video, from customer service representatives, advocates and members of the brand community. Today, iAdvize is a leading real-time customer engagement solution that is used by more than 2,500 companies throughout Europe.

Industry: Software

Company Size: Enterprise 200+ employees

Location: France

Software: Marketing

Start growing with HubSpot today

Start growing with HubSpot today

With tools to make every part of your process more human and a support team excited to help you, getting started with inbound has never been easier.

Get HubSpot free

Read More HubSpot Success Stories

Alpha Software

143% Growth in Conversions

Amadeus Rail

1,000 New Contacts

Amtdirect

Integrating NetSuite with HubSpot

Cloudapps

Effective Marketing with Marketing

Critizr

Critizr Increases MRR with HubSpot

Crowdrise By Gofundme

70% Form Completion Rate

Cybereason

Smarter Growth with HubSpot

Effectly

How Effectly Increased Leads by 20X

Ehs Insight

90% Increase in Ad Conversions

Evaluagent

Ringing in More leads with HubSpot