Gayathri Choda is the Founder and MD of Digitant, a marketing agency based in India that specialises in developing customised inbound marketing solutions for clients across industries such as SaaS, Healthcare, Financial Services and more. Gayathri has worked with some of the biggest companies in the world including Time Inc. and Nokia, enjoying stints in both the US and Singapore during her career so far. Bolstered by her exceptional experience, Gayathri identified a gap in the market for an agency that could both educate and entice clients to make the move to the digital age. In HubSpot, Gayathri found a partner that could not only service the needs of Digitant’s clients, but also the needs of her company. Since partnering with HubSpot in 2015, Digitant has gone from strength to strength. Over the last 12 months, their client base has grown by over a third, with close to a combined $40,000 in additional revenue and cost savings made during that time. Know someone that might find this case study useful? Click here to send it to them
increase in client base in 12 months
generated in partnership revenue
saved in costs
Digitant offers consulting and execution services to organisations that rely heavily on digital marketing to achieve growth and sustenance goals.
When Gayathri started Digitant, her vast experience made her acutely aware of the main stumbling blocks that the company would face in the Indian market. She spoke of an inherent lack of digital adoption in the market, where many companies were behind the curve and didn’t fully grasp the benefits of marketing automation and digital in general. With a heavy reliance on relationship-based selling in India, Gayathri found that the vast majority of potential clients believed they already knew their customer, and had no desire to move into the digital space.
Another challenge came from the presence of several free tools that companies could opt for instead of working with Digitant. While these tools provided initial cost savings, they came with hidden inefficiencies that rendered them far less value for money. Coupled with the lack of digital understanding in the market, Gayathri realised it may prove difficult to convince potential clients that they’d be better equipped to make the digital transition with Digitant. Simply put, Digitant were offering a service that most businesses in the Indian market didn’t even know they needed, let alone wanted to pay for. It was clear that Digitant required a tool that was both user-friendly and all-encompassing. In the same boat? Book a free demo to find out how HubSpot can help!
Gayathri was no stranger to marketing automation, having used multiple tools in some of her previous roles. She noted that while they were effective in their own right, they came with a significant price tag and were too complicated for users in the digitally inexperienced Indian market. This is where Gayathri felt the HubSpot Growth Stack came into its own, with a supremely simple user interface that could resonate with clients and also act as an ideal solution for Digitant’s own marketing automation needs.
Founder and MD
Although Gayathri and her team were already digitally savvy, she believed that the HubSpot onboarding process was an excellent, end-to-end experience that helped the team fully grasp the HubSpot suite, as well as the Inbound methodology. Being armed with this knowledge makes pitching to prospective clients much easier for Digitant, which in turn helps the client make a more informed choice when deciding if the solution is suitable. Even though free tools will always be available, it’s the ability to educate prospective clients on the benefits of an all-in-one solution that enables Digitant to continually prove the value of their service. "Using HubSpot has been great! With HubSpot, we got the right mix of tools to solve our needs and the needs of our clients.”
Gayathri explained that once they onboard a client and complete some of the initial project work, they can look at introducing and customising some of the more advanced features to add even more value for the client. She also spoke about how extensively her team uses the library of HubSpot partner resources, which includes webinars, eBooks, competitive guides, emails, surveys and slide decks. Gayathri also mentioned that an impressive eight Digitant team members hold an Inbound Certification at the time of writing.
Another thing that stood out to Gayathri was the ongoing service provided after the initial HubSpot onboarding process by her Channel Consultant, Ruth, always checking in and answering any queries she has. “It’s not just that our company saved money and time, but whenever there is any question or issue you can contact the HubSpot team, who is always there to answer any questions, assist with any issue, help us find a solution when needed and just always ready to help and check up on things with us.”
Founder and MD
Gayathri acknowledged that the incremental nature of digital meant the results weren’t instant, but when they came, they came in spades. The scalability of the HubSpot Growth Stack opened the door for Digitant to develop strong relationships with their clients from the outset and gradually build on them. They could introduce a basic digital infrastructure to companies that had none, and then start working on more in-depth projects that grew client satisfaction, retention and longevity. Gayathri also stated that stronger relationships also allowed Digitant to move from a retainer to a more lucrative, commission-based arrangement with some of their clients.
These strong results are compounded by some fantastic success metrics that Gayathri touched on. Over the last 12 months, she has seen a 35% increase in Digitant’s client base, along with almost $20,000 generated in additional revenue from their partnership with HubSpot. Gayathri also mentioned that HubSpot has saved Digitant a staggering $16,000 in costs.
And the benefits weren’t just evident for Digitant, but for their clients as well.
One of their greatest client success stories - a warehousing solutions company - has generated an amazing 40% of all their business through digital in just 18 months with Digitant. Not only that, Digitant also helped this client to land $250,000 in additional revenue in just 12 months, with a massive 33% conversion rate of all new leads. It’s clear that HubSpot offered a genuine solution for both Digitant and its clients in a market that hasn’t yet fully realised the value of digital. “It offered real help for partners, genuine people that you wanted to do business with. Thank you HubSpot!"
Founder and MD
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