Seeking a Smart Solution To Target New Clients
Triaster offers a business process management platform that helps its customers to manage and improve their processes. By early 2016, it had segmented and enhanced its product and needed to target potential new customers more aggressively. Emma Harris, operations director with Triaster, says that she concluded that the company’s marketing strategy required a rethink.
“With our sights set on new business, I decided that inbound marketing was the right approach. We had experimented with Google AdWords, but we saw little improvement in traffic or leads. We were using MailChimp for emailing clients, and we promoted ourselves on Twitter and Linkedin, but it wasn’t enough.”
Sourcing fresh leads were one of the Triaster’s main goals, and it was paying an external company to help it achieve this. However, it wasn’t getting a good return on its investment.
“We knew that we needed to invest in marketing software to power our new strategy, so we began the search. We started looking at the main players in that space, including Pardot, Marketo and HubSpot.”
After evaluating all three, the HubSpot software won out, and Triaster signed on the dotted line in 2016.
“It was a truly all-in-one solution; it was the most intuitive and seemed best placed to give us what we needed.”
Seeing Around Corners With the HubSpot Software
Triaster set about restructuring its website on the CMS Hub, setting up its blog on the Bloging platform, creating Landing Pages for its content and adding Calls-to-Action to encourage visitors to engage. It also did much work on its personas, so that it could target different types of leads with the right kind of material and offers.
“We developed our personas using the HubSpot templates; we have Decision Dave, who is in control of the budget, and Improvement Imogen, who is good at persuading Decision Dave to sign off on the purchase. Then we have Quantity Quentin, who is an end-user but is not in charge of decision making. We also added in some negative personas, including Poor Peter – a student who is doing course research.”
According to Emma, Triaster’s priority was to increase traffic. “We decided to increase traffic and then focus on leads and sales. We used the SEO and the Social tools to increase our profile, and we quickly saw an uptick in visitor numbers.”
After that, Triaster shifted its focus to nurture these visitors into leads and then into customers.
“We publish at least three blog posts a week, and we regularly add more specific content, such as whitepapers, videos and case studies. Once we have captured a visitor’s details, they are entered into Workflows that are relevant to their persona and also their stage in the marketing funnel.”
The sales team is now using the HubSpot CRM, and thanks to lead scoring, they are updated on the actions that potential customers take at critical points along their journey. That means that they can start researching them and make contact when the time is right.
“Our salespeople can have more informed conversations with clients, and we have found that the integration between marketing and sales is a lot better. Everyone is pushing in the same direction in the same way; we’re all on the same page.”
Big Results and Big Plans for the Future
Since partnering with HubSpot, Triaster has made some fantastic gains. In just 12 months, it has seen a 263% boost in organic traffic to its website, while leads are up by 650%. Triaster’s library of content is also proving a draw, with one particular report on process mapping achieving a 29.1% conversion rate.
“The HubSpot software enables you to do things in a completely different way, and we can see the results of our efforts with the Marketing Analytics. It has given us an alternative to PPC advertising – we don’t have to do that anymore. We were also using an external lead generation company, and we’ve dropped that now, saving us £80K,” says Emma.
Triaster plans to continue its strategy to generate more new business and also wants to grow its partnership programme. Emma believes that the HubSpot software will be a crucial part of this.
“We’re delighted – HubSpot is developing all the time and is so responsive to its customers’ needs. I would recommend the platform to any company that wants to adopt the inbound approach. If you invest the time, you will get the results.”