ABBYY Uses HubSpot's Tools to Save Time & Money and Increase Revenue

ABBYY is a software company with 14 offices across the world and is constantly launching new products. ABBYY USA’s marketing team was using various software tools and outside consultants to manage their data and email marketing, which was costing them too much time and money. They needed scalable and flexible tools to support their evolving business, which they found in HubSpot.

25%

year-over-year increase in trial revenue

20%

increase in monthly leads in 1 year

26%

increase in monthly website visitors in 1 year

About ABBYY

ABBYY's products serve over 30 million individuals worldwide and include sophisticated solutions for OCR, form capture and language translation software – plus development tools that support a variety of platforms and computing environments. Enriching people’s lives and empowering businesses of every size, ABBYY eliminates the hassles of managing paper and communicating in foreign languages.

It Took ABBYY Too Much Time and Money to Run Campaigns

ABBYY is a software company with 14 offices across the world and is constantly launching new products.  They need scalable and flexible tools to support their evolving business. 

ABBYY USA’s marketing team was using various software tools and outside consultants to manage their data and email marketing.  “The problem was that it took a lot of time.  And it cost a lot of money,” says Deborah Bates, Marketing Sr. Project Manager & Business Analyst of ABBYY USA.  They needed to standardize their tools to help them act faster and see a better return on investment.

Deborah says, “We looked at all the big players: Marketo, Pardot and HubSpot.  What it came down to was the cost, the ease of integration, and we needed something that our marketing department could run with. That’s what we got in HubSpot.”

"The advantage of HubSpot was that we got 8-10 extra features. To go out and purchase that from a consulting agency or to buy software would have cost us ten times more."

Deborah Bates

Marketing Sr. Project Manager & Business Analyst

ABBYY USA

ABBYY Used HubSpot’s Tools to Create and Apply Better Lead Intelligence

ABBYY relied heavily on the HubSpot services team to help them get started on an inbound marketing strategy. "We were coming from a company that didn't have any automation before.  We needed some hand-holding and they were great about that."

ABBYY saw more traffic to its website from both of its primary audiences.  One year after implementing HubSpot, ABBYY has seen a 44% increase in monthly B2B website visitors and 14% increase in monthly B2C website visitors. 

To capitalize on this increase in website traffic, ABBYY standardized the forms on their website to collect more consistent information about their prospects and customers.  They created HubSpot Landing Pages with attached forms that automatically sync to their contacts database.  The ability to create custom fields in HubSpot gave them the flexibility to collect the most relevant information about their target audience.

This provided ABBYY with 20% more leads after one year and better lead intelligence.  HubSpot's Lead Management Tools helped guide their lead nurturing efforts.  They used HubSpot’s Email Tools to send triggered messages based on workflows.  “It's helped us direct our focus and understand what we want to say in our messaging and content.  A/B testing has helped us optimize the messages and understand what the numbers all mean.”

ABBYY integrated HubSpot with Salesforce.com to enable closed-loop reporting.  “We also needed to integrate with our e-commerce system, and we’ve been very happy with results.”  

"We needed something that we could do in house quickly and easily. If we want to change our campaigns, we can do it now – on the fly."

Deborah Bates

Marketing Sr. Project Manager & Business Analyst

ABBYY USA

ABBYY Applied Lead Intelligence to Drive More Trials and Sales 

ABBYY’s most impressive results can be seen in their inbound marketing activities related to their free trials.  Deborah says, “we’ve been driving more traffic to the trials and increasing sales as a result.”

Thanks to the depth of information in their contact database and the workflows they’ve implemented, ABBYY has seen click rates averaging from 65-75% on email nurturing campaigns for both business and consumer customers.   

And this increased engagement translates into sales: trial revenue increased 25% year-over-year in their first quarter after implementing the nurturing campaign. “We've now implemented this for all 4 major trials and I expect trial conversion performance to increase more,” says Deborah.

ABBYY expects to continue relying on HubSpot's tools to support their expanding business. “We’re confident that HubSpot will grow with our company as well.”

Abbyy_click_rates

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