The Dawn Of a New Era
Before engaging HubSpot, Stellar’s online marketing efforts focused heavily on growing a solid social media following and creating ad-hoc blog articles. There wasn’t a major emphasis placed on digital or marketing personnel dedicated to it. The website, much like many other recruitment agencies, focused on company content and allowed employers and job seekers the ability to apply for and submit roles. It lacked a means of continuing the engagement and conversation with website visitors and helping promote repeat visits.
“We wanted to do more with the visitors we had on our website, why should the journey end for them after they watched a video or applied for a job? We wanted to build a relationship with our website visitors and HubSpot was the chosen tool” said Ekaterina.
Stellar needed a tool that integrated all social media channels, their website and to help marketing build relationships, determine lead quality and enable the sales team to work more efficiently by providing additional candidate leads they wouldn’t have been able to source previously.
“We didn’t get the true value from our website as we didn’t have the right tools, strategy or process. We needed something that could help us generate quality leads and build relationships.”
Lead Generation, Nurturing and Relationship-building
Ekaterina discovered HubSpot through her own research and the myriad of resources that HubSpot offers, completing some of the certifications from the HubSpot Academy and immediately recognising the value it could bring to Stellar. While the company did evaluate a number of automation tools, such as Marketo, it was HubSpot that fulfilled all its marketing needs and then some.
“We checked out Marketo, but had a hard time getting more information about this platform at the time of review.”
After getting started with HubSpot, Ekaterina was delighted by the onboarding process and equally impressed with the ongoing service, both of which have contributed to Stellar’s success.
“The onboarding was really amazing, just so responsive and really contributed to our success. The ongoing service has also been great, we have monthly catch-ups with our customer success manager and go through all of our goals and opportunities.”
In terms of day-to-day, Stellar uses a host of HubSpot tools to automate its marketing processes. The marketing team uses the Workflows and Email features to generate and nurture leads across each of its target industries and landing pages help to gather information about the candidate. Once marketing has qualified the lead, they then transfer to the sales team with relevant data.
“The forms on our landing pages and how we are vetting the quality of each lead saves our sales team a lot of time sifting through hundreds of applicants”.
Turbo-Charged Traffic, Leads, and Qualification
Since implementing HubSpot, Stellar has reported some unprecedented success metrics. Ekaterina pointed to a mind-boggling 5037% increase in leads generated over a six-month period, while traffic has skyrocketed by 229% over the last seven months. As well as this, the quality of leads generated has increased, with 80% of all leads now marketing-qualified for the sales team.
Moving forward, Stellar will continue bringing quality leads to the sales team and further integrating HubSpot across the business to increase engagement with its brand. When asked if she would recommend HubSpot to a peer or colleague, Ekaterina stated:
“I would definitely recommend HubSpot. It’s a great experience and tool to integrate all your marketing efforts into one place. Marketing is not just about pushing a message to an audience anymore, but building relationships and creating real value for your audience and business. HubSpot fits the bill perfectly.”