SNP helps organisations transform business models and roll out new technologies. Its software and services make it easier to execute technical or commercial changes in business applications. It has grown exponentially since its foundation in 1994 and by 2015, it needed a better way to connect with its leads. The company tried point solutions and even a marketing automation platform, but they didn’t allow it to nurture its prospects through the pipeline. That all changed when SNP discovered the HubSpot software. Since signing up, it has increased its leads by 69X and its revenue by over 2X.
Increase in revenue
Increase in leads
Increase in organic traffic
SNP helps organisations transform business models and roll out new technologies. Its software and services make it easier to execute technical or commercial changes in business applications. Together, SNP’s CrystalBridge® and SNP Transformation Backbone® with SAP® LT constitute the world’s leading data transformation suite for automatically analyzing, applying and tracking changes in IT systems. They significantly improve quality while making transformation projects much faster and more cost-effective. The SNP Group employs over 1,350 people worldwide. It is headquartered in Heidelberg, Germany generated EUR 81 million in revenue in 2016. It serves medium-sized as well as multinational companies in all industries.
Chief Digital Marketing Officer
SNP uses the HubSpot software to create truly integrated marketing campaigns that address the needs of its different buyer personas.
“We’ve centralised all our social media posts through the Social Inbox, and we’ve set up Landing Pages for our content which includes videos, best-practice guides and whitepapers. Once leads start engaging with us, we enter them into Workflows and nurture them with emails that are pertinent to their interests and stage in the pipeline. The fact that we can manage all of our actions from the one platform has been a real timesaver, and with Marketing Analytics, we can measure the effectiveness of our every move.”
Dennis says that the support on offer from HubSpot has helped SNP to truly embrace the inbound methodology, and it continues to refine its strategy by dipping into the resources available from the HubSpot Academy.
“If we ever want to try something new, it’s our first port of call. It has comprehensive guides across a range of topics, and we usually find what we need there right away. Our HubSpot customer success manager is also a great asset. She finds answers to even our most complicated questions, and she’s there for us whenever we need her.”
- Dennis Krieger
Since signing up with HubSpot, SNP’s results have skyrocketed. Organic website traffic is up by 10X, while leads have increased by an amazing 69X.
“We are taking full advantage of the potential that those leads offer, by nurturing them with campaigns that are highly tailored and continually assessed. We can tell that we are on the right track – for instance, emails to our German-speaking market have an open rate of 30% and a click-through rate of 5%,” says Dennis.
The effects of the company’s inbound efforts can also be seen on its balance sheet; its revenue has grown by more than 2X.
“That’s down to the quality of the leads we’re giving to our salespeople. Their meetings are more successful because they are speaking to prospects who already have a relationship with us.”
SNP’s long-term goal is to set the industry standard for software based business transformation, and Dennis is convinced that the HubSpot software will help it to do just that.
“It allows us to serve our customers in the best way. We have automated our marketing pipeline, and we’re giving our leads the content they need, when they need it. Our brand is garnering more attention and at the end of the day, we’re getting more orders. The HubSpot software is the heartbeat of all that.”
- Dennis Krieger
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