Compleat Software, a smart accounts payable & purchase to pay automation software, wanted to drive growth by scaling their marketing and sales activities through end-to-end inbound campaigns. But, to succeed, they needed to consolidate their websites and CRM platforms.
See how we implemented the HubSpot Growth Suite as a powerful, all-in-one solution.
Before engaging with Huble Digital, Compleat 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 and was an expensive solution for their needs.
Taking all of this into account, Compleat realised that they needed to migrate to a platform that would allow them to consolidate their activities, save money 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.
To ensure a smooth migration, Compleat reached out to Huble Digital – but first, they needed systems advice.
The Huble team recommended HubSpot as a smart all-in-one replacement for Marketo and Salesforce. HubSpot would enable Compleat to easily manage and update web pages, as well as consolidate customer data and web analytics into a single view.
To start, the Huble team 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 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 main challenge was ensuring consistent and sustainable long-term growth for Compleat."
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 their four distinct websites with disconnected CRM systems. That meant duplicate customer records with no single source of truth and two large pricing packages.
By moving to HubSpot, Compleat would be able to easily edit and add new pages to their website using the HubSpot CMS, check customer records using the CRM, empower their sales team using the tools in Sales Hub and create complete Inbound campaigns to enable company growth using Marketing Hub tools.
HubSpot also has a native integration with Salesforce that would allow information to flow seamlessly between the two systems. We set this up for Compleat which armed employees with an interface they already knew to help with the smooth transition over to HubSpot.
"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.”
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 easily carry out targeted PPC campaigns to put their products in front of the right people.
While Marketo had this functionality, it lacked the automatic Google AdWords connection that HubSpot has. So, to track ad traffic in Marketo, separate URLs needed to be created for each one.
Conversely, with HubSpot, Compleat and Huble now had the complete user journey – from the first keyword they used to find the ad, to them becoming a customer.
increase in leads
Increase in website traffic
Increase in blog traffic
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 to rank for, 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.
Today, we still support Compleat Software with all areas of their digital marketing and sales activity. Through weekly calls and dedicated Account Managers, we work with Compleat to help them to get the most out of the platform and help support their management of the website and their entire Inbound strategy.
As with all clients we work with, we helped Compleat become self-sufficient and armed their team with lots of Inbound best practice to set them up for success. This included running training sessions and workshops for key team members at Compleat to help them get the most out of HubSpot.