Huble Digital - Compleat Case Study

HOW CAN WE...

... develop a holistic view of all our activities?

Before engaging with Huble Digital, Compleat Software, a smart accounts payable & purchase to pay automation software, had four separate websites exclusively managed by different agencies. As a result, implementing changes or updating content took much longer than necessary.

Compleat’s data was also scattered across the enterprise, stored in either Marketo or Salesforce. This made achieving a single end-to-end view of activities or customer journeys impossible. The data just wasn’t as accurate as Compleat needed it to be.

Taking all of this into account, Compleat realised that they needed to migrate to a platform that would allow them to consolidate their activities and provide a single source of truth. This would not only enable them to scale activities and meet growth targets, but also empower their marketing and sales teams.

MAKING...

... the move to HubSpot and building a new, prospect-orientated website.

To ensure a smooth migration, Compleat reached out to Huble Digital – but first, they needed systems advice.

The Huble team recommended HubSpot – a powerful solution for businesses looking to grow – as it would enable Compleat to easily manage and update web pages, as well as consolidate customer data and web analytics.

The Huble team first mapped out Compleat’s lead management processes in HubSpot (ensuring no information was lost from Salesforce or Marketo).

The next step was to review Compleat’s existing websites – including a comprehensive SEO review. The team identified the highest-value pages, as these would form the new launchpad website and mitigate the loss in traffic, and then developed that website using Growth-Driven Design (GDD). The Huble content team then worked on the copy for the new web pages, following a pain, claim, gain and proof format to capture the attention of website visitors.

Once the “launchpad” website was up and running, the Huble team started moving data from Salesforce and Marketo into HubSpot. This involved recreating the data fields in HubSpot.

“Our challenge was ensuring consistent and sustainable long-term growth."

Compleat had a lot of useful collateral on their website – case studies, eBooks, opinion articles, blogs – but their marketing and sales efforts were disconnected and spread across four distinct websites.

Furthermore, the disconnected CRM systems (Salesforce and Marketo) meant duplicate customer records with no single source of truth.

Compleat needed one plan, one strategy and one focus. As such, they needed to consolidate their websites and migrate their data to an all-in-one growth platform: HubSpot.

In doing so, Compleat would be able to edit and add new pages to their websites easily using the HubSpot CMS, check customer records using the CRM, empower their sales team using the tools in HubSpot and create complete Inbound campaigns.

HubSpot also had a native integration with Salesforce that would allow information to flow seamlessly between the two systems.

HOW HUBSPOT...

... paved the way to success.

HubSpot was integral to the success of the website development, content creation, SEO and data migration. It allowed Huble to quickly and easily create Compleat’s new, on-brand website and content, optimise web pages for search engines, and set up complex lead management processes to capture the right data.

As well as laying the foundation for Compleat’s marketing and sales activity, HubSpot enabled Huble to carry out targeted PPC campaigns.

While Marketo has this functionality, it lacks the automatic Google AdWords connection that HubSpot has. So to track ad traffic in Marketo, separate URLs needed to be created for each one.

With HubSpot, however, Compleat and Huble had the complete user journey – from the first keyword they use to find the ad, to them becoming a customer.

GENERATING...

107%

increase in leads

STATS

49%

increase in website traffic

219%

increase in blog traffic

websites and 2 CRMs consolidated

Rory Forbes

Chief Growth Officer

"We engaged with Huble because we needed help scaling our marketing and sales activity to support our key business objectives.

We had four different websites at the time, each sitting on its own domain, so it was difficult to drive a holistic Inbound campaign.

Huble Digital helped us achieve this by migrating us over to the HubSpot Growth Suite, enabling us to pool our data and improve our marketing and sales activities considerably. They're a fantastic bunch and an incredible partner to work with.”

Introducing Compleat’s consulting team

As the Compleat website development and CRM migration project involved so many moving parts, several teams took part in the process.

The Huble consulting team oversaw the goal setting and lead management workshop, ensuring essential information was documented and shared with the other Huble teams.

Having ascertained Compleat’s requirements, the website development team and SEO team worked on reviewing the current sites, identifying new keyword opportunities, highlighting the best web pages to go live with and consolidation of the other websites.

At the same time, the content team worked on – using copy templates developed by the website team – the copy for the new Compleat website, following a pain, claim, gain and proof structure.

Finally, the PPC team created paid advertising strategies and deployed them using Google AdWords.