Utility Bill Management Software Company EnergyCAP Uses HubSpot to Increase Leads 6.5X

EnergyCAP's VP of Marketing, Chris Heinz, and his team were using a combination of online marketing tools but struggled to create content easily, generate qualified leads and track their overall results. The technology they had in place was not keeping up with the pace of their creativity and desired production rates. They were already bought into the power of inbound marketing and turned to HubSpot's all-in-one marketing platform to improve their online visibility and convert more visitors into qualified leads.

6.5X

increase in leads
within 6 mos.

61%

increase in traffic
within 6 mos.

6.3X

increase in marketing offers
within 6 mos.

About EnergyCAP

EnergyCAP is America’s #1 utility bill management software. Since 1982, EnergyCAP has helped government, education, and commercial organizations to get value from their utility bills. Clients have used EnergyCAP to track energy and greenhouse gas data, target reduction goals, benchmark buildings, submit to ENERGY STAR, measure and verify energy savings, streamline utility bill processing and auditing, create budgets and forecasts, and much more. EnergyCAP, Inc. is a multiple ENERGY STAR Partner of the Year and provides implementation, training, bill process, and support services.

Disparate Tools Hinder Growth

As an industry leader for 30 years, a core goal of EnergyCAP's marketing team is to present the company as thought-leaders in the energy management field. They aim to convert web traffic into leads by publishing helpful online content and producing offers. They were generating a lot of great content, including case studies, eBooks and videos, but they were buried within their website and not performing well to generate leads.
 
Chris Heinz, VP of Marketing, wanted to improve their ability to create content and better convert visitors into leads but faced some executional roadblocks.

They were using Pardot to manage their marketing automation, MailChimp for some email campaigns, and HootSuite for social media managment.  Using these disparate tools, they weren't able to easily tie together or measure their campaigns.
 
Although EnergyCAP was exercising an inbound marketing strategy, their marketing platform wasn't supporting their efforts.  Chris saw this as a missed opportunity and began to evaluate other solutions.  He sought a marketing platform that could support EnergyCAP's inbound strategy by providing all of the tools and reporting they needed in one place.

"I had all these ideas for content but found our previous software clunky to use, which limited us from doing what we wanted to do."

Chris Heinz

VP of Marketing

EnergyCAP

Getting On Board with HubSpot

Chris wanted to find a platform that was both comprehensive and could grow with their company over time, so he turned to customer reviews and feedback.  "We did research to better understand customer support of the two platforms. We did a search on Google for 'I Love Pardot' and then we searched 'I Love HubSpot.' We were blown-away with over 47,000 results, it was clear customers love HubSpot," says Chris. 

Chris also attributes the sheer volume and quality of education content and resources that HubSpot produces to their decision to switch.  "I felt like the level of innovation and thought-leadership at HubSpot was unparalleled and knew it would help take our marketing to the next level," says Chris.

He adds, "We were doing inbound marketing before, to a degree, but HubSpot had the inbound philosophy integrated directly into the software, which makes it not just theory but practice and has made us better marketers for it."

"Our content strategy is empowered through the content development, management and publishing tools that HubSpot offers. We couldn’t run our marketing program and meet our marketing goals without HubSpot."

Chris Heinz

VP Marketing

EnergyCAP

HubSpot's Built-In SEO Tools Improve Content Creation

EnergyCAP adopted HubSpot’s software and inbound marketing methodology to remove previous barriers and easily publish content aimed at converting more qualified leads.

With HubSpot’s Blog and SEO tools, EnergyCAP’s marketing team can easily research keywords and industry related topics to better understand what's important to their consumers or trending in the energy management field. They create and optimize blog posts, leveraging built-in SEO features that help ensure the marketing team that their posts will reach their intended target audience. This is a critical step for their team because in their field, customers are often searching for very specific topics such as, “heating degree days” or “energy management software”.  HubSpot's SEO tools tell them how well they're ranking for certain keywords, how competitive those terms are and offer up tips to improve their search rankings.

“HubSpot has given us the power to create content in the marketing department without the need to slow the process down by depending on IT resources. We can create to our hearts’ content (pun intended),” says Chris.

HubSpot's All-In-One Platform Helps Achieve Their Goals

During the early stages of a customers’ buying process, they conduct a lot of research on the benefits of using various energy management tools, products and services. A primary goal of EnergyCAP is to be at the forefront of this research and been seen as thought-leaders.  To achieve this, they produce a large volume of quality eBooks, guides and blog posts to educate their audience. For example a free eBook, “20 Ways to Find Utility Bill Savings”, which is linked by a call-to-action button on their blog and available for a visitor to download on a custom HubSpot Landing Page.

20_Ways_to_Find_Savings_eBook

Once a visitor converts on a landing page form, they’re added to HubSpot’s Contacts database as a new lead.  Chris uses HubSpot Lead Management tools to understand which of these prospective customers are more likely to be ready to purchase their software based on their level of engagement. HubSpot tracks engagement data across multiple touch points, allowing Chris and his sales reps to see a complete picture of a leads’ interactions with their company online. 

Chris setup custom Lead Scoring to sum up important interactions that helps his sales team prioritize who they follow up with and when.  Once a lead passes a certain score, they’re automatically added to a rep’s Marketing Qualified Lead (MQL) list and an email notification is automatically sent to the rep informing them. The ability in HubSpot to see a prospect’s entire lifeline of interactions has enabled the sales team at EnergyCAP to have more productive conversations with prospects and close deals faster.

With HubSpot, both the marketing and sales teams have complete context for understanding their customer’s specific needs and interests. "We have realized higher website traffic, more leads, and higher quality and more creative content since using HubSpot," states Chris. 

Results

The marketing team at EnergyCAP has seen great results from their inbound marketing efforts using HubSpot’s tools. After participating in a 30-Day Blogging Challenge in January 2014, their organic traffic skyrocketed. Overall, they have increased website traffic by 61% within 6 months. In the first six and a half months they’ve been using HubSpot to create content, they’ve produced 6.3X more offers on their website and as a result their leads have increased 6.5X.

What's Next?

EnergyCAP plans to launch a redesign of their new site on HubSpot’s Content Optimization System (CMS) in the fall of 2014. They aim to create an entirely custom inbound experience for visitors, leads and customers based on personas and lifecycle stages.  The smart content featured on their site will adapt to the viewer to display what matters most to them.  For example, customers won’t have to read about the basic benefits of EnergyCAP services but would read about new product updates or add-ons that Chris expects to help improve upsell opportunities of their clients.

“I really wanted a website that was innovative and progressive.  HubSpot is always adding new features and we wanted our core marketing platform to be a living-breathing website.  Our old CMS was a legacy platform about to die, whereas HubSpot is very much alive!”

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