Unified communications system provider Fonality used to depend on standalone platforms to run each aspect of its marketing activities. However, the lack of integration made it difficult to assess marketing campaign success and nearly impossible to determine true ROI. The cloud-based business phone system company turned to HubSpot’s marketing automation and analytics solutions to gain real-time intelligence on all its marketing operations to attract more leads and close more sales.
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Fonality is a leading developer and marketer of cloud-based business phone and unified communications solutions for businesses of all sizes. Founded in 2004, the Plano, TX company now serves more than 30,000 companies, delivering expansive bundled services that offer greater flexibility, more features and functionality, and an exceptional user experience.
Business leaders and IT pros have no shortage of options when it comes to IP telephony these days. Since its founding in 2004, Fonality has earned a reputation for unified and agile solutions that make business communications easier, delivering innovative bundled services that provide virtually every available phone and UC feature for any business need.
While Fonality’s customers have enjoyed the seamlessness of fully integrated solutions, the company’s marketing team wasn’t so lucky. The company had relied on a number of isolated software products to manage various aspects of its marketing operations—web analytics, email marketing, PPC, social media, and others—creating inconsistencies in available data and making it difficult to measure their performance.
“Our marketing staff isn’t big, so it needs to be efficient,” says Jeff Valentine, Chief Marketing Officer at Fonality. “Software like Marketo and HooteSuite work fine on their own, but we needed a more unified approach that would allow our team to track campaigns from start to finish and measure ROI every step of the way.”
Some of Fonality’s top executives came from extensive product marketing backgrounds, meaning they’d become accustomed to step-by-step marketing processes and a heavy reliance on continuous analysis. As a result, the company decided to replace its piecemeal marketing tools with a cohesive, integrated approach using the HubSpot marketing software.
With HubSpot, Valentine and the other marketers can strategize, deploy, and evaluate marketing campaigns across Fonality’s entire funnel from a single dashboard. HubSpot’s Blogging, Email, Social Inbox, and Landing Pages apps make it easy for anyone on the team to create an array of unique marketing content and immediately measure its effectiveness.
“We can launch campaigns across a variety of online properties simultaneously with HubSpot - and measure the results in real time,” Valentine says. “Whether it’s our blog, an email campaign, landing pages, or even paid search, we’re no longer stuck having to manage just one at a time.”
HubSpot’s advanced marketing features such as A/B testing or source reporting in the Analytics apps, and progressive profiling with Smart Forms help the marketing team take an even deeper dive into the marketing funnel and personalize content for greater conversions. The data provides essential clues that help the Fonality team optimize and messaging to support preferred list-building assets such as the online Price Estimator tool or web demos of its Heads Up Display (HUD) product for maximum conversions.
“Our Price Estimator is the most important lead conversion asset on our site,” Valentine says. “The amount and depth of the information we get from HubSpot makes it easier to figure out how to funnel more visitors to the tool and then pass along all their relevant information to our sales team for a seamless handoff that results in more sales.”
- Jeff Valentine
HubSpot software has helped Fonality realize the full potential of its marketing talent. Valentine says that life before HubSpot was tough on the entire team and made doing a great job a challenge.
“I used to have to use 12 different systems and 12 different spreadsheets to get any semblance of an analytics report,” he says. “HubSpot makes the job so much easier by aggregating all the information in one spot so I can access it whenever I need, run the reports that I want, and actually trust the data I’m collecting.”
Since deploying the marketing platform, the company has dramatically improved its ability to quickly optimize its content and online user experience and shorten the sales cycle to just 22 days. Now, content on landing pages, blog posts, and social media content designed to move prospects effortlessly through the buying process is based on actual data and trends instead of a gut feeling, enabling Fonality to triple its web traffic and increase its customer roster by 135%.
At the same time, leveraging tools like its Price Estimator and online HUD demo, online leads and warm transfers to sales have increased engagement with prospective and existing customers alike, resulting in an average of 40% more revenue per customer account.
“Life with HubSpot is a 180 degree change from how things used to be because we’re more agile, insightful, and responsive to customer needs,” Valentine says. “It’s a better experience for them and for us, and the results speak for themselves.”
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