Viridity Uses HubSpot & Salesforce.com to Capture & Close more Leads
• Increased organic traffic 17x
in 6 months
• Attracted over 350 leads in
the last 6 months
• Developed strong email
• Achieved a nearly 15%
conversion rate for landing
Separate SEO, Tracking & Lead Generation Efforts
Jason Bailey, Viridity’s multimedia specialist, spotted a large problem in his
company’s ability to extend its message to the right people online—the lack of
integrated marketing tools. The company needed a unified platform to quickly design
marketing campaigns, generate leads and measure results. “What was really
appealing about using HubSpot was that they had all of this in a easy-to-use
interface, all integrated into a single package,” said Jason.
Unified Inbound Marketing System
Jason used HubSpot to piece together the different elements that effective inbound
HubSpot's CMS, an easy-to-use content management platform, enables Jason and
his colleagues to work on the site with no HTML knowledge. Now, different team
members within Viridity contribute content such as blog posts, press releases and
HubSpot’s marketing analytics have helped Jason determine what marketing
channels to focus on. “They help me segment the incoming traffic, so I can figure
out where people are coming from,” he said. Jason can then drill into the traffic
sources and figure out which campaigns have been effective or unsuccessful.
Driving More Leads with Salesforce Integration
HubSpot’s lead tracking tool has become a little morning “dance” for Jason. He likes to
check Viridity's progress attracting news leads from whitepaper downloads, webinar form
submissions and other marketing events. That is how Jason determines who to reach out
to and follow up with.
HubSpot’s integration of Salesforce has enabled Viridity to improve the flow between
lead-to-customer conversions and make the sales process more intuitive. “When we
increase how many landing pages we have, there is a clear correlation to how many
leads we get,” Jason said. This, in turn, has created an environment of experimentation
in the company. “If we come up with an idea, we know it is something we can try out that
day,” Jason said.
Tremendous Growth in Organic Traffic
“Since purchasing the HubSpot software we have seen our marketing program really
skyrocket in measurable ways,” said Jason. While in December 2009 they had only
40 visits from organic traffic, by May 2010 this search volume had increased to over
Developed Email Marketing Campaigns
Viridity also developed a successful email marketing strategy and expanded its email
reach from 60 visitors in March to over 400 in May.
Rapid Growth in Lead Generation
In the last six months,
Viridity has focused on
lead generation and
attracted over 350
leads. A major role in
this success have
played the 70 unique
landing pages Jason
built to increase
conversions. The total
conversion rate for
landing pages is now
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