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How Talmundo Decreased Cost Per Lead by 82% with the HubSpot CRM Platform

By making a push for more targeted and innovative marketing content, Talmundo lowered its cost per lead by 82%, doubled its MQL conversions, and increased the volume of MQLs by 75%.
Read the story
Talmundo_Backend_Hero_LARGE_2021


How Talmundo Decreased Cost Per Lead by 82% with the HubSpot CRM Platform

By making a push for more targeted and innovative marketing content, Talmundo lowered its cost per lead by 82%, doubled its MQL conversions, and increased the volume of MQLs by 75%.
Read the story
Talmundo_Backend_Hero_LARGE_2021

2X
MQL conversions

75%
Increase in MQLs

27%
Increase in demo requests

93%
SEO health score

About Talmundo

Talmundo is modernizing and simplifying the employee onboarding process with its SaaS platform. Over the past eight years, the Talmundo team has grown to include 13 nationalities worldwide. 

In 2019, Talmundo became part of the Talentech family to facilitate seamless talent journeys in one central platform from talent attraction to offboarding and everything in between.

Industry: Software

Company Size: Mid-Market (50-200 employees)

Location: Amsterdam, Netherlands

Products:

Marketing  Marketing Hub Professional

  Sales Hub Enterprise

CMS Hub  CMS Hub Professional


 

When Talmundo had to scrap its marketing plans in the spring of 2020 due to COVID-19, its marketing team decided to create even better content with the help of its HubSpot CRM platform.

By making a massive push for more targeted and innovative marketing content, Talmundo lowered its cost per lead by 82%, doubled its MQL conversions, and increased the volume of MQLs by 75%.

Market Uncertainty and Budget Cuts

Challenges
The Talmundo marketing team had big plans for 2020, but the COVID-19 pandemic caused great disruption.

Hit with market uncertainty and budget cuts, the small team of two had to start over. “We had this fantastic plan for the year, but we had to scrap it,” says Jesse Finn, Senior Brand and Content Manager for Talmundo. “We no longer had the ability to drive out into the market as we’d planned.”

Instead, Jesse and Falco Wienberg, Head of Marketing at Talmundo, decided to focus on getting more value out of their existing resources. At the top of the list was the HubSpot CRM platform. Talmundo had implemented the platform several years ago but wasn’t leveraging the full suite of tools as well as it could.

Falco and Jesse saw this unplanned change in direction as an opportunity to lean more heavily into lead generation and engagement by creating and deploying relevant, targeted content. “Most people have had the experience of downloading content, such as white papers, that are full of nothing,” says Jesse. “We wanted to provide content that’s in-depth and educational.”
 
In addition, the team wanted a better understanding of what content was working and what wasn’t—and get more innovative in their content offerings. 
 
Another area Falco and Jesse wanted to look at was agency support. Talmundo had long engaged an outside agency to help with development, but Falco and Jesse wanted to start making more changes and updates themselves. “We asked ourselves why we needed an agency to do these things for us when HubSpot is so modular and easy to use,” says Falco. “So we started the journey to take more control into our hands.”
Falco

HubSpot allowed us to pivot very quickly from our original plan to something completely different.

Falco Wienberg

Head of Marketing

Talmundo

Talmundo Logo 2021

Creating Better Content With the HubSpot CRM Platform

Solution
Thanks to Falco and Jesse’s ability to quickly shift gears, they helped turn what could have been a devastating year for Talmundo into one with a positive, game-changing trajectory. 
 
As Falco and Jesse had hoped, they’ve taken over many of the tasks previously outsourced to their agency, reducing the number of hours Talmundo is billed.  “The way HubSpot is set up makes edits and updates easy,” says Falco, “and we use the drag and drop interface to build web pages, landing pages, and email templates.”
Faster Go-To Market

Faster go-to-market

Now that Jesse and Falco are building landing pages, email templates, and other elements themselves, they can turn around marketing campaigns and other initiatives at an astonishing speed. 
 
“We can decide at 4:00 pm on a Monday to launch a webinar and have the campaign go live by 10:00 Tuesday morning,” says Falco. “Because we’re building it ourselves, we can execute very quickly.”
15 Min Call Page

Less reliance on disparate tools

Similarly, Talmundo’s marketing team has become less reliant on additional tools because of all the features built within the HubSpot CRM platform and Marketing Hub, Sales Hub, and CMS Hub. For example, when Falco and Jesse researched calendar tools, they realized they already had what they needed in HubSpot. 
 
“We considered using Chili Piper for scheduling but then realized we could replicate the same logic within HubSpot—which would keep everything in one system,” says Falco. 
 
Relying on the HubSpot CRM platform as the company’s single source of truth means that team members don’t have to check multiple systems to get a complete picture of leads and deals. 
Content Course Email (1)

Data insights to guide content development

These data insights became even more critical as the year wore on. Falco and Jesse started to realize that people were becoming fatigued with “these are trying times” messaging, and no one wanted another invite to a meeting that would have them sitting in front of a computer. 
 
So Falco and Jesse started experimenting with their content, moving away from standard-issue messaging and formats to in-depth guides and editable templates. 
 
In one of their biggest innovations, the team developed a multi-part email-based course using the landing page and email tools in Marketing Hub.
“We built the course with a landing page and series of emails that are triggered by user action. We then integrated with Typeform to deliver surveys at the end of each module. It’s an interactive way of delivering content that people are ready for, so it’s really increasing engagement and MQLs", explains Falco.

Sales reporting that drives warm outreach

Having the HubSpot CRM platform as a central source of truth also delivers new opportunities to the sales team.

Falco explains one of the strategies they’re using:

“We report on bounced email addresses when a contact moves companies. It’s an easy thing for sales to reach out on LinkedIn and say, ‘Hey, you’ve been in touch with us in the past, and I saw you changed your job. How’s the onboarding going?’ This low-hanging fruit gives our sales team a reason to reach out instead of a cold call.”

Scaling while reducing the risk of costly mistakes

Falco and Jesse are also using roles and permissions to reduce the risk of costly mistakes as the Talmundo team grows. 

“We use roles with limited rights to make sure people can only see and access what they really need,” says Falco. “It creates a safer playground for everyone.”

This ability to act as a gatekeeper also allows the marketing team to skill up existing employees. 

“Whenever someone approaches us and asks for permission to do something on the platform, we have the opportunity to teach them the correct way to do it,” says Falco. “It helps us scale in a controlled way.”

Workflow

Increasing data integrity with automation

Talmundo is using HubSpot automation to maintain data integrity. The marketing team has set up background workflows that use logic to fill in incomplete data, such as automatically adding country information to contacts with an IP but no country specified. 
 
Falco and Jesse have also set up automation to reduce user error. For example, if salespeople try to move a contact from “lead” to “sales qualified lead”—and skip the “MQL” stage—automation will fix the error behind the scenes.  
 
“We need to be able to rely on our data to forecast,” says Falco. “We use HubSpot properties, triggers, and workflow to ensure that every repeat process is done correctly and our data is as accurate and complete as possible.”

82% Decrease in Cost Per Lead

Results
As a result of the marketing team’s decision to double down on the HubSpot CRM platform, Talmundo decreased its cost per lead by a whopping 82%.
 
Talmundo has also doubled its contact to marketing-qualified-lead (MQL) conversions while also increasing the volume of MQLs by 75%. At the same time, demo requests increased by 27% and Talmundo’s SEO health score rose to 90%.
 
These results are remarkable, especially considering that the year started with a complete revamp of Talmundo’s marketing plans on the back of its two-person team.
Jesse

In terms of engagement and MQLs, and open rates, this year has been incredible, and we couldn’t have done it without HubSpot.

Jesse Finn

Senior Brand and Content Manager

Talmundo

With tools to make every part of your process more human and a support team excited to help you, getting started with HubSpot has never been easier.

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