PhaseWare's ad-hoc marketing initiatives—cold calling, sporadic emails and blog posts—weren’t delivering results. They needed to create content more easily, reach out to potential customers online and track leads in a streamlined fashion.
increase in organic web traffic
inbound links acquired
PhaseWare provides customer service and support software applications for small and medium-sized businesses.
PhaseWare provides customer service and support software applications for small and medium-sized businesses. Jody Pellerin, PhaseWare’s director of marketing, shares how her company has grown its business using HubSpot.
Challenge: Little Control over Marketing Efforts
Prior to HubSpot, PhaseWare's ad-hoc marketing initiatives—cold calling, sporadic emails and blog posts—weren’t delivering results. Jody's team neededto create content more easily, reach out to potential customers online and track leads in a streamlined fashion. “We just weren’t able to do that effectively with anything like an excel spreadsheet,” said Jody. The company needed an easy-to-use software system to integrate various marketing tools and gain control over the website.
Solution: Streamlined Marketing with Inbound Marketing Software
HubSpot’s CMS enabled Jody to easily add, edit and optimize content on PhaseWare’s site. It greatly facilitated her work in creating blog posts and landing pages. The integrated features of the system, as Jody observed, have given her the opportunity “to keep an eye on all our marketing efforts.”
Jody uses HubSpot’s Sources tool to track incoming traffic and look more closely into the different channels from which visitors arrive. These insights complement the rich lead data Jody gets through HubSpot’s lead intelligence.
PhaseWare measures its social media performance through HubSpot’s Reach tool. “It gives me an idea of where I can post things to get the best play out of them,” said Jody who likes to compare leads from Twitter, Facebook and LinkedIn. This tracking tool has enabled the company to experiment with different communication platforms and engage with potential customers more effectively.
Results: Doubled Organic Traffic & Increased Lead Conversions
PhaseWare has experienced a significant growth in traffic—from 1900 visits in October to over 3000 in March. A major factor in this increase has been organic traffic, which almost doubled in the past six months.
Conversion rates onPhaseWare's HubSpotlanding pages have also skyrocketed. The company’s View Recorded Demos page, for instance, has a conversion rate of 100%!
Last but not least, through HubSpot’s integrated software, Jody has saved time on various marketing efforts and focused on communicating with potential customers.
“With the consolidation of tools for marketing we have been able to spend our time more effectively, and I will certainly say that it was more cost-effective to do it this way than to try to find separate tools to do all the things HubSpot does for us,” said Jody.
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