As a fast-growing start-up, ReFUEL4 initially focused on getting results as quickly as possible to stimulate growth and gain early success. This meant marketing passed leads of varying quality to sales, with sales required to reach out to each one, regardless of opportunity potential. As a result, the company generated a lot of leads, but much time and effort was put into chasing those that weren’t quite ready to convert into customers. While this stimulated the necessary early success, ReFUEL4 recognised that this approach wouldn’t be feasible for future growth.
The company needed a long-term solution that could help it become more strategic and implement a better level of targeting and segmentation, passing higher quality leads from marketing to sales and saving them time and effort in the process. But, it also needed this solution to come at an affordable price. After researching several tools, ReFUEL4 came across HubSpot. “We had a lot of success early on, but it soon became apparent that we needed to become more strategic and targeted to deliver long-term success. That’s when we came across HubSpot.”
While ReFUEL4 did evaluate a number of other marketing automation platforms, it was the simple user interface and budget-friendly offering of the HubSpot suite that stood out the most. Camila was particularly impressed with the amount of resources available for her to get up to speed with HubSpot, as well as the responsiveness of her Customer Success Manager. “Our Customer Success Manager helped a lot, but I was able to get a lot of the information I needed from all the resources.”
Once HubSpot was implemented, the company built out a series of workflows to automate its email campaigns, as well as forms on landing pages and paid ads to generate leads. With everything housed in HubSpot, ReFUEL4 now has a holistic flow of information across its marketing and sales teams, using the CRM as the central source of truth from which to make decisions and take action.
Since implementing HubSpot, ReFUEL4 has become more targeted in its approach to segmentation, while also automating much of its lead nurturing processes. As well as this, the company has increased its spend on marketing activities and reported some ultra-impressive success metrics. It has seen a massive 222% increase in the average number of marketing-qualified leads (MQLs) generated each month, as well as an amazing 160% growth in average meetings booked per month.
Going forward, Camila and ReFUEL4 want to continue exploring everything that HubSpot has to offer, constantly rethinking their lead nurturing and workflows while continually driving more leads every month. “I’ve been able to build everything I need with HubSpot and it’s adaptable enough for me to get actionable insights and reports from the data it provides.”