188% Increase in Leads in a Year
38% boost in YOY email engagements.
9 consecutive quarters achieving MQL targets.
Signavio was founded in 2009 and has grown exponentially since then with more than 300 employees in nine global offices. Back in 2016, the company’s Head of Digital Marketing, Cesare Rinaldi started searching for a better email tool than the company’s existing solution, which didn’t qualify leads, had very limited automation and wasn’t connected to its CRM (Customer Relationship Management) system. To scale the company in line with its ambitious growth goals, Cesare soon realised Signavio needed a more sophisticated lead generation process, so he switched his search to an all-in-one marketing automation platform.
Signavio had big goals – to capture more qualified leads, create better alignment between marketing and sales, and to get more in-depth marketing and sales data so that it could make better-informed business decisions. It also wanted to expand its toolset, which was initially limited to a standalone email tool. Now it required automated email management, lead qualification, social media management, and to be able to view critical analytics – all from one platform.
Cesare says, “We evaluated various tools, and HubSpot was one of the leaders in the space. We were impressed by the ease of use and comprehensiveness of the solution which meant we could roll it out with little downtime and our sales reps and marketers had a much more powerful toolset to work with.” Signavio signed up with HubSpot in 2016, and since then, it has used the platform to completely transform the way it generates and nurtures leads.
“Getting started with HubSpot was easy,” says Signavio’s Senior Digital Strategist, Jonathan Unger. He adds, “As technical implementation was simple, it allowed us to focus more of our time on strategic planning. We were able to chart a new direction for the Marketing department and set KPIs that were previously impossible to measure.”
Soon after implementing HubSpot, Signavio created an effective lead generation and lead nurturing strategy that increased its leads by 188% in a year. Jonathan says, “We have lead nurturing campaigns (Example) across all three languages (English, German and French) that we serve. The goal of these campaigns is to provide as much relevant content to users as possible. We make the nurtures super specific to each lead’s interests.”
HubSpot’s all-in-one platform has also brought the marketing and sales team into closer alignment. For example, the company uses the Salesforce integration to sync data between its marketing and sales databases so that the sales team can see powerful lead intelligence. Cesare says, “We’ve made both platforms match so that all-important HubSpot data is available to the sales team. It’s now possible for us to track the progress of leads from initial conversion through closed opportunity. The integration is flexible and easy to use.”HubSpot has also been able to adapt to Signavio’s high level of change. Signavio assigns their MQLs to Sales Rep or BDRs using Advanced Workflows in Marketing Hub Enterprise, before sending them to Salesforce, and modifications can be made in real time. Quick adjustments can also be made to the multiple rules-based scoring criteria Signavio uses to qualify leads for prioritising and personalising sales outreach. For example, when Signavio expanded to new international markets, it needed to adapt the lead scoring, which takes no more than a handful of seconds.“In the MEE (Middle & Eastern Europe) region, our MQL/SQL conversion rate is 50% above the company target, and this was in more than one year of measurement. Definitely a stable trend. This is a good indicator of how strong the lead scoring system we put in place” says Cesare
Since implementing HubSpot, data has become key to Signavio’s success. Empowered with HubSpot’s robust reporting functionality, it has become a data-driven marketing department. Cesare says, “We’re now able to make data-backed decisions, whereas before we relied mainly on intuition and what seemed to work in the past. Now, all marketing employees have a keen awareness of the importance of data.” Today, Signavio’s marketing team also set and meet regular KPIs (Key Performance Indicators).
Signavio loves the ease of use and flexibility of the HubSpot platform. Cesare says, “From a technical perspective, there’s a lot of room for a developer to innovate and make your ideas a reality.” He adds, “HubSpot helps us generate quality leads and successfully connects marketing with the rest of the Go-To-Market team.”
Signavio began to see results almost immediately. In just a year, it generated 188% more quality leads from organic search and increased its email engagements (opens and clicks) by 38%.
Cesare says, “We’ve achieved our marketing qualified lead target each quarter since launching HubSpot in 2017.” Jonathan adds, “We see very high open and click-through rates from our lead nurture campaigns because we make the nurtures as specific to each lead’s interests as possible.”
Signavio has no plans for slowing down in the future. The company plans to expand as fast as possible to support its ambitious vision – to make Signavio a strategic pillar of every company’s success. Jonathan says, “HubSpot has supported our growth so far and will continue to play a big part in it going forward.”
Cesare adds, “HubSpot has served as the single source of truth throughout the significant organisational transformation, including process, people and technology. Without having this reliable platform, this wouldn’t have been possible.”
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