Vivonet couldn't attract quality leads. They were using ineffective lead generation channels that produced mostly unqualified, low quality leads. As a result, their sales team was spending far too much time contacting uninterested people.
increase in landing page conversion by A/B testing
increase in online leads
Vivonet provides point-of-sale and data insights to thousands of restaurants across North America by using cloud-based, mobile, and social technologies.
Vivonet provides point-of-sale and data insights to thousands of restaurants across North America by using cloud-based, mobile, and social technologies. Their marketing team’s goal was to generate high converting leads for the sales team. Prior to HubSpot, their website didn’t bring in enough leads. As a result, Vivonet had to turn to less-efficient lead acquisition channels to meet their aggressive leads goals. However, these leads weren’t high quality, and so the sales team was stuck contacting the wrong people. Vivonet turned to inbound marketing with HubSpot to resolve this problem by generating quality leads via their own customer resources such as their website, blog, email communication, etc.
"The Salesforce integration with HubSpot allows marketing to identify which pieces of content led to sales. This insight enables marketing to be more effective and efficient..."
Knowing their customer persona well, Vivonet is now creating content to appeal to restaurants that seek actionable information and insights to achieve real results. “The phrase that our whole company rallies behind is ‘Real Restaurant Results’” said Richard Lazazzera, Marketing Specialist at Vivonet. Using the HubSpot Blogging platform, they have begun to write a mix of content ranging from advice for restaurants to spotlight profiles of customers and staff. To add more creativity to the mix, they are even producing infographics with data to be able to provide insights in a more fun and interesting way.
With great content comes traffic, the kind that Vivonet has had the opportunity to nurture into high quality leads with HubSpot. Richard says that Vivonet was able to increase their landing page conversion rate from .9 to 10.4%, and that this “was only possible through dedicating time to creating content and testing.” By A/B testing his Landing Pages, he was able to connect the dots between what content drives conversions best. Of course, conversions are great--but it’s important to know where your actual sales are coming from. By using the Salesforce integration with HubSpot, Vivonet is able to connect the dots between what content drives conversions which lead to actual sales. “This insight enables marketing to be more effective and efficient because the team knows what prospective customers need to help them make their decisions,” added Richard.
“Our sales team spends less time with unqualified leads and more time helping qualified leads find the right solution.”
With HubSpot, Vivonet is now focused on efficiency. Because of all the testing Vivonet is doing with their content, they’re no longer getting bogged down in low-quality leads. “Our sales team spends less time with unqualified leads and more time helping qualified leads find the right solution” added Richard. Using HubSpot's Lead Management tools, Vivonet segments their lists based on the lifecycle stage of where their customers are in the sales process. Then, they use the Email Marketing tool to send these leads the most appealing content for them, depending on their lifecycle stage. In the restaurant industry, it’s very hard to get hold of restaurant owners. So Vivonet is using HubSpot's Marketing Automation to trigger lead nurturing campaigns that automatically begin a series of emails after their sales team has not been able to reach the owner via phone calls.
To keep everyone on board with the inbound mission and the real results it drives, Vivonet has a large monitor outside the marketing department that displays HubSpot Analytics. It gets the staff and office visitors to stop and ask questions to better understand what the marketing team is working on, and shows the importance of this work. “Overall it’s creating a more transparent workplace.”
“A business should get HubSpot if they are serious about increasing website leads.”
We're here to help. Call us and speak with an Inbound Marketing Specialist who will answer any questions you might have.
Give the HubSpot software a try by signing up for a 30-day free trial. You'll get a fully functional account. No credit card necessary.