Sandeep Kuvvarapu is the Product Marketing and Strategy Manager of Ameyo, an omnichannel customer experience solution that aims to deliver enhanced customer experiences across the customer journey. Founded in 2003 and based in India, Ameyo has grown into a worldwide presence, with teams now working out of Africa, the Middle East, APAC, the Americas and Europe. Prior to engaging HubSpot, Ameyo were utilising a myriad of disparate, siloed systems that made for an inefficient lead generation and tracking process. They also had many manual tasks in place that were taking up much time and effort, with no way of understanding what channels were working for them. A solution was needed to overcome these inefficiencies, but with over 2,000 customers across more than 60 countries, it needed the capability to handle these requirements on a massive scale. HubSpot became that solution and since its implementation, Ameyo have amassed over 40 users internally across marketing and sales. The company has also vastly increased traffic and leads, and succeeded in converting this traffic into more contacts than ever. Know someone that might find this case study useful? Click here to send it to them
increase in traffic in 12 months
more MQLs in the last quarter vs LY
additional leads converted to contacts in 12 months
Ameyo is an all-in-one, software-based communication solution that manages end-to-end customer journeys and consistently delivers exceptional customer experiences.
Before engaging HubSpot, Sandeep explained that Ameyo were struggling with their lead generation, nurturing and tracking capabilities. At the core of this problem was the fact that none of Ameyo’s systems worked together; with their website, email campaigns and blogs all operating in isolation. This siloed approach also made it extremely difficult to accurately attribute the value of each lead. This resulted in quite a bit of manual effort when it came to reporting and, therefore, proving the impact of marketing on the business. Sandeep stated that while Ameyo were able to reach out to their target audience, they simply weren’t in a position to understand if customers and prospects were responding to their efforts. This stemmed from an inability to identify the exact actions that were being taken by prospects, and how these actions affected things further down the funnel. Sandeep conceded that these are challenges faced by many companies in the Indian market, where manual tasks, increased costs and reduced efficiency are all commonplace.
When researching a solution, Sandeep wanted a tool with the capability to make marketing accountable for generating all inbound leads, but in an entirely measurable way. He also wanted a solution that was all-encompassing and could eliminate Ameyo’s siloed systems to house their content management system (CMS), list management and email capabilities all under one roof. After testing several platforms, including WordPress and Joomla, Sandeep discovered HubSpot and cited the all-in-one offering of the HubSpot Growth Stack as the differentiator that really caught his eye. No other tool he evaluated offered everything he needed in one easy-to-use package, including the intuitive Workflows feature - a particular game-changer for Sandeep. He stated that if Ameyo hadn’t opted for HubSpot, the alternative would have been to use WordPress as their CMS, with separate systems for email and list management. This would have been far from ideal as it didn’t provide the full solution to all of Ameyo’s challenges, said Sandeep.
Product Marketing and Strategy Manager
Sandeep acknowledged that inbound is a long-term solution as opposed to a short-term fix, and getting up to speed with HubSpot was an incremental process. However, implementation was made much easier by the abundance of HubSpot resources available, with the entire marketing team completing the Inbound Certification and some going on to complete the Design Certification. “Every member of our marketing team is Inbound certified and a few have gone beyond that, doing the Design Certification. This enabled our team to understand the width and breadth of the HubSpot tool and create user-friendly and creative webpages easily, and customise these seamlessly. It took us 6-7 months to be fully ramped up with all the features and the ease with which we started using it.”
Even though Sandeep and his team are now accomplished HubSpot users, they continuously draw information from, and share ideas with the HubSpot Community, to further their knowledge. Sandeep has found the ongoing service and rapid response rate of HubSpot to be superb, quickly resolving any issues the team has. “I believe one of the impressive things about HubSpot is the turnaround time for a ticket and how fast queries are resolved.”
HubSpot has also helped automate a considerable amount of manual processes, with the team regularly using features such as Workflows, emails and lists in tandem with the design module, social feature, campaigns and reporting. Sandeep spoke about the level of control offered by the Website feature, where smart content enables his team to create tailored messaging for their various customer personas at different lifecycle stages. “Less manual work, definitely, thanks to smart lists and Workflows. With a responsive design built in, a quick load time, and easy-to-use smart content, HubSpot is really changing the way we market our website.”
The seamless integration and combination of all these features has enabled Ameyo to generate, nurture and track leads in a way that they previously had no means of doing. They can ascertain the quality of each channel and optimise the most effective ones to generate even more MQLs. This gives Ameyo’s Inside Sales team more information than ever before and facilitates a much more informed discussion with the prospect or customer. “For Inside Sales, HubSpot has helped them have a personalised and contextual conversation, with access to a contact activity feed and better connect over calls.”
Product and Marketing Manager
The results of using HubSpot have been nothing short of phenomenal for Ameyo. In 12 months, Sandeep mentioned that the company has seen an amazing 83% growth in traffic, including email and social media. This has coincided with an 11% increase in marketing-qualified leads (MQLs), an 8% bump in landing page visits, and an astonishing 92% improvement in email click-through rate (CTR) over the last quarter versus last year. But it doesn’t stop there. These marked improvements in traffic, clicks and leads has resulted in a 31% conversion rate increase of visitors into contacts.
Sandeep concluded that the Inbound methodology is a long-term solution, and while it took some time to get up to speed with HubSpot, the results have had a lasting effect. He discussed some of the Partner Resources that HubSpot offers and highlighted that, even two years on, they’re still working wonders. “It took us 6-7 months to be fully ramped up with all the features and the ease with which we started using it. Our eBooks - ‘The Ultimate Guide to Inside Sales’ and ‘The Ultimate Guide to Build a Modern & Future-Ready Contact Centre’ - which we created two years back, are still helping us generate MOFU Leads, which is awesome.”
Product Marketing and Strategy Manager
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