Alpha Software was sending general one-size-fits-all emails to their entire list. They didn't have the proper data and technology needed to segment their leads, and were missing valuable opportunities as a result.
increase in landing page conversion rates
average increase in monthly lead volume
Alpha Software helps companies develop best-in-class desktop, web and mobile applications. Because of the wide-appeal of their software, their marketing segments range from healthcare and financial services industries to legal, retail, travel, and technology firms. Prior to using HubSpot, Alpha Software was sending one-size-fits-all email campaigns to all of these segments. Lacking the data and technology needed to segment based on industry or behavior, Alpha became concerned with the potential damage their generic communications could be causing.
"We knew we were missing opportunities," said Dave McCormick, director of product marketing of Alpha Software. "The one-size-fits all emails were too basic for long-term customers and way too advanced for people who had just started with us."
To add to the frustration of the company, they had to use a bulk of different marketing tools to execute their core marketing strategy. Some of these tools were highly expensive and didn’t connect with each other to create a central control or personalized marketing they desired.
Director of Product Marketing, Alpha Software
"List segmentation has made an enormous difference for us," said Dave McCormick. "By using HubSpot, we are able to better segment and target our communications. In addition to dividing by industry, which is crucial for us, we are also now segmenting and targeting communications by behavior."
"We spent a substantial amount of money each month using individual email service providers without much success." He continued, "We were able to get all of HubSpot for less than the cost of our email service provider."
More than just email, HubSpot helped Alpha get a 360-degree view of their marketing and leads. They were able to identify the areas of the sales funnel where they were having difficulties by breaking up their calls to action, and hitting people at the right time in their decision process, leading to increase conversions.
"By segmenting our CTAs in addition to our emails we saw a real increase in conversion rates" Alpha Software especially likes the agility they get with Workflows. Alpha Software Email Marketing Strategist Chris Conroy said, "Workflows give you so much more granularity to how you can segment and what you can do with that."
One of the strengths of the marketing team at Alpha Software is they have the strategy to go along with the technology. They are keenly focused on ways to make their marketing better and more relevant for leads and customers.
According to Alpha Software, working with HubSpot consultants in their early days of using HubSpot really added to that knowledge:
"I can't say enough good things about the training sessions at HubSpot," said Dave McCormick, "You could figure out HubSpot just by poking around, but the training sessions really help you think about how to develop an inbound marketing strategy using the software and really make it work in your business. It's a really well thought-through system."
As a result of using HubSpot and their own inbound marketing strategy, Alpha is now sending messages less frequently, but seeing more success with each of those communications. Something they know their customers and prospects appreciate.
"A marketing strategy should really be about how every channel comes together to make a better experience for your leads. When I first looked at HubSpot I saw it as a collection of tools. And it is, but what really makes the difference is how all of those different tools work together. You get so much more out of HubSpot for example, once you start to think how landing pages and emails work together. And who are the most interesting prospects and how to rank the leads. I highly recommend adopting HubSpot and seeing how each of these pieces come together."
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