The need for a more manageable marketing automation platform
IRD started their content marketing journey with Marketo. With promises of powerful lead-scoring and tracking capability, Marketo seemed a great marketing automation platform choice for IRD, however it ultimately turned out to be the wrong fit for the SME.
While powerful, the complexity and level of technical understanding required to manage and maintain the platform were making it a labour-intensive tool for an SME with limited resource. It chewed up valuable agency hours better spent on strategy and lead-generating content. What’s more, in the existing platform, sales could not immediately and easily visualise the factors contributing to a lead’s score on a dashboard, which was diminishing their ability to personalise an approach and close sales.
Finding the perfect match
When Brand chemistry identified a powerful, yet easy-to-use alternative for IRD, the decision was an easy one.
Having experience with multiple automation platforms, we suspected HubSpot would be a good fit for IRD’s goals and capabilities. The platform would allow the marketing and sales teams to easily analyse a contact’s engagement with IRD’s content, identify the lead source, as well as see where the customer is in their buyer journey in a dashboard view. HubSpot’s in-depth reporting also helps to easily identify what tactics are working well, and its simple interface gives everybody access to what they need – eliminating disruption, miscommunication and double handling, and enabling much better sales and marketing integration.
A match doesn’t get much better than that!
With the decision made and to give the client peace-of-mind, Brand chemistry created the implementation plan and timeline, that included migration of contact lists, landing pages, downloadable content, nurture programs, and behavioural data. With a solid program of content marketing activity scheduled Brand chemistry wanted to ensure there was no disruption, while also ensuring that crucial lead source and scoring data was extracted for ongoing reference. With extensive experience of both platforms, Brand chemistry was able to create strategic workarounds to replicate the same or similar functionality in the HubSpot platform, wherever there was no direct translation.