The Demand Generation team at ShoreTel believed in inbound marketing, but didn’t have the right toolset to implement it. The main system they used was Eloqua, which they found to be inflexible, slow and not user friendly. When the opportunity came up to evaluate other marketing software options, they jumped on it and soon chose HubSpot.
year-over-year organic search traffic increase
year-over-year increase in leads
year-over-year increase in qualified leads
ShoreTel, Inc. is a leading provider of brilliantly simple IP phone systems and unified communications solutions. Its award-winning on-premises IP-PBX solution and cloud-based hosted phone system, ShoreTel Sky, eliminate complexity and improve productivity. ShoreTel is headquartered in Sunnyvale, Calif., and has regional offices and partners worldwide.
Michael Freeman, Senior Manager of Search & Analytics for ShoreTel, was frustrated by how the limitations of the marketing tools used by the team impeded their ability to execute their ideal strategies. The main system they used to support shoretel.com and shoretelsky.com was Eloqua, which they found to be inflexible, slow and not user friendly. “You either had an extremely limited set of tools to work with or you had to go hire a custom developer to implement a basic landing page... It became something I dreaded logging into,” says Freeman.
The whole team believed in inbound marketing, but didn’t have the right toolset to implement it. When the opportunity came up to evaluate other marketing software options, Freeman jumped on it.
He required a system that would grow with the business; this eliminated many vendors when combined with his desire for software that is easy-to-use. His decision came down to HubSpot and Marketo. “We felt that [Marketo was] a new and improved version of marketing automation but that’s only a part of what we were trying to implement with inbound marketing... We chose HubSpot because we felt it was the most complete solution available in the market, and more importantly, would continue to innovate in the market because someone at HubSpot is always asking: how does that fit into inbound marketing?”
Senior Manager of Search & Analytics
Freeman is a stickler for analytics and has the metrics to show that ShoreTel’s decision to take a more inbound marketing approach and use HubSpot has paid off. Year-over-year, he has seen a 60% increase in organic search traffic, a 36% increase in leads and a 110% increase in qualified leads.
Most of all, Freeman finds having an all-in-one marketing platform helps him to execute his marketing campaigns more quickly. "Part of being successful at inbound marketing is to be fast and agile and have analytics… too many systems just create hurdles for you. Having one integrated system helps me create campaigns faster and address the needs of our market."
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