HubSpot's Salesforce Integration Revitalizes Mimio's Marketing

Mimio is a global leader in interactive teaching technologies, it provides innovative and affordable hardware and software solutions to meet the needs of today’s top educators. Prior to using HubSpot, Mimio was using multiple platforms to execute their marketing strategy. They tried unsuccessfully for over a year to integrate their Salesforce CRM with their other marketing tools, an effort that drained developer resources better spent on their actual product which aims to increase teacher effectiveness and student engagement in the classroom.

40%

amount they are exceeding monthly leads goals

70%

increase in year-over-year web traffic

#1

page rank of target keywords

About Mimio

Helping students learn is the cornerstone of everything that Mimio® has designed and delivered for over 17 years. A global leader in interactive teaching technologies, Mimio provides innovative and affordable hardware and software solutions to meet the needs of today’s top educators. Classroom by classroom around the globe, Mimio products are increasing teacher effectiveness and student engagement.

Multiple Complex Systems Slows Progress

Mimio designs and develops leading educational technology products for use to better classroom engagement. Their marketing goals are two fold: 1) to generate qualified leads for their sales team, and 2) to be seen as a thought leader in the educational technology field. Before HubSpot, they used four different software platforms to manage email, landing pages, social media, and website analytics. This made for a fragmented marketing strategy. In addition, their Salesforce CRM was a paramount piece of their marketing and sales alignment, but integrating each platform into Salesforce required more resources than they had ultimately had. Added to this complexity was the bottleneck of having to go through developers to create landing pages and customize email templates. They needed a change and sought an integrated set of tools that would support, not complicate, their marketing.

“HubSpot is the perfect combination of a lead nurturing management system, an inbound prospecting engine, and an overall digital marketing resource.”

Paget Hetherington

Vice President of Marketing, Mimio

Leveraging HubSpot's Native SFDC Integration

“The straightforward integration between HubSpot and Salesforce, combined with HubSpot’s own reporting helped to solve many of our reporting and integration issues,” said Paget Hetherington, VP of Marketing at Mimio.

HubSpot’s Salesforce.com Integration has allowed them to fluidly integrate email, lead scoring and nurturing, a strategy they had been trying to implement for over a year without success. In addition to simplifying their day-to-day, HubSpot content tools helped Mimio attract quality leads. “The SEO tool within HubSpot has transformed our SEO management, and our HubSpot-hosted blog has changed the way we communicate with our customers,” said Paget. The company attracts their target audience, educators, with a HubSpot blog focused on trends in educational technology and curriculum. Featuring a combination of their own writing, guest articles from industry experts and customer case studies, the blog has helped them generate a surplus in new leads each month. Prior to HubSpot, the team relied on email alone to send messages. Mimio now uses the blog and HubSpot’s Social Media tool to expand their reach, improve their search rankings and bring in new audiences.   

“The straightforward integration between HubSpot and Salesforce.com, combined with HubSpot’s reporting helped to solve many of our reporting and integration issues.”

When it comes to nurturing their leads to convert into customers, Mimio turns to HubSpot Marketing Automation and Lead Management tools. Holly Fritz-Palao, Marketing and Creative Manager at Mimio, said, “We adopted HubSpot’s Lifecycle Stages for our lead funnel, and have built our lead scoring, nurturing, and content development plan around it.” They use HubSpot Marketing Automation to segment customers based on where they are in the purchase decision process. Doing so enables Mimio to show each recipient the most relevant content for their stage, ultimately driving better conversions. In addition, through the Contact Database, Mimio’s sales team now has visibility into the actions their leads have taken on their website and across all marketing channels.

With HubSpot Landing Pages, Lead Management, and Email Marketing tools, the marketing team can quickly create the pages and emails that they need without having to ask developers for help. HubSpot Analytics shows them which of their efforts are working to drive visits, new contacts and customers.

“We adopted HubSpot’s Lifecycle Stages for our lead funnel, and have built our lead scoring, nurturing, and content development plan around it.”

What would you say to others considering HubSpot?

“HubSpot has allowed us to do more with fewer people and resources. We are finally segmenting and nurturing leads, progressively profiling our leads, and have a quick dashboard and reports that show us on a daily basis how well we’re doing. We would never have been able to achieve this without HubSpot.”

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