How to Use Your Data to Boost ROI [Customer Story]
Carpenter Costin is a 65-year-old company, and unfortunately we had been marketing like a 65-year-old company for far too long. Until April 2011, we had invested heavily in traditional channels, like the Super Pages, and didn't monitor or track our results properly. Marketing decisions were driven by theories, not data.
Enter HubSpot and Salesforce.com.
As a small company in the Green industry, Carpenter Costin does not have the luxury of a hefty marketing budget. Historically, most of that limited marketing budget has been allocated to traditional media, such as directories, radio, newspapers, and direct mailings. However, tracking and analyzing the effectiveness of this marketing was extremely difficult. Since we couldn’t tell exactly where our leads were coming from, and since the sources of these leads were never recorded, we just assumed that our investment in traditional media was paying off.
We started using HubSpot in April of 2011. It was clear to us that we needed to complement our traditional efforts with inbound marketing, since more people than ever were searching for Green industry professionals on the web. We didn't know it when we started, but data was going to become more important than ever at Carpenter Costin.
The Result: HubSpot has allowed an old company to enter the new age of marketing. The data that we are able to collect and analyze with HubSpot and Salesforce has allowed us to boost marketing ROI significantly. In addition to providing new inbound marketing techniques, HubSpot makes it easy to measure your traditional marketing strategies.
Step 1: Make Data a Priority
Make sure that you’re capturing the data you need by requiring certain fields on your HubSpot forms, and pass these field values into your Salesforce. Besides giving your salespeople the information they need to qualify your leads, this will ensure that staff entering lead information manually will not forget fill out the most important information.
Step 2: Simplify How You Capture and Analyze Data
We implemented Salesforce.com shortly after signing up for HubSpot, and we integrated the two systems together. We now had a platform that our sales and administrative staff could use to track leads and manage their prospects and clients, while the HubSpot integration provided incredibly useful marketing data that would drive our marketing decisions.
The powerful combination of HubSpot and Salesforce.com led us to revisit our marketing budget, and we dramatically altered our marketing spend based on pure data, not theories.
With HubSpot and Salesforce we were able to identify that we had a negative ROI in certain traditional channels -- the same channels that actually saw an increased investment from 2010 to 2011 and accounted for roughly 50% of our marketing budget. Had we not used HubSpot and Salesforce to collect and analyze our data, we’d likely still be investing heavily in those ineffective channels.
HubSpot’s lead importing tool allows us to quickly enter our leads into HubSpot and Salesforce, ensuring that all the important lead data is entered into our system. This helps measure the effectiveness of traditional marketing channels, like trade shows, and allows us to make data-driven decisions.
Step 3: Analyze Your Data And Make Data-Driven Decisions
HubSpot helps Carpenter Costin make data-driven decisions (or DDDs as we refer to them). Data-driven decisions are an absolute must in marketing these days, and the HubSpot-Salesforce integration makes it easy to collect and analyze important data.
HubSpot offers incredible value with their inbound marketing tools, and the ability to collect and analyze data from all channels makes the all-in-one software truly invaluable. With HubSpot, we’ve been able to get the most out of our marketing budget -- and it's only been 10 months so far.
Salesforce.com can quickly create reports and charts, and with the HubSpot integration, you can rest easy that your data is entered into your CRM accurately.
Steve Barone is the Director of Marketing at Carpenter Costin, a provider of premium arboriculture and landscape architecture solutions on Boston’s North Shore. They've been a HubSpot customer since April 2011.