Amberdata Unifies Sales, Marketing & Website Tech Stack on HubSpot Driving Explosive Growth

Case Study  

Learn how Amberdata, a blockchain and crypto asset data company, consolidated its startup sales and marketing stack into one integrated HubSpot solution, driving explosive growth in 2022 and beyond.

 When we met Amberdata, a blockchain and crypto asset data company, in September 2021, they had just closed a $15M Series A. As a SaaS startup, they were excited to have funding to properly market their unique solution, which delivers comprehensive digital asset data and insights into blockchain networks, crypto markets, and decentralized finance. 

Challenge  

Amberdata needed to generate leads, accelerate deal closure, and increase traction with institutional investors, all while closing its $30M Series B in May 2022. How do you go from startup sales, limited marketing, and a disjointed tech stack to a viable sales & marketing team firing on all cylinders in less than a year?

Tackle Marketing and Drive Leads and Revenue

Amberdata immediately hired CMO Steve Henning to begin the transformation. Steve had worked with HubSpot at previous startups and trusted the technology to get Amberdata going quickly. Steve selected Orange Marketing, a Diamond-tier HubSpot partner with a proven track record with SaaS startups, to get Amberdata’s Sales and Marketing tech stack up and running fast and begin generating results immediately. 

Amberdata chose the following goals and challenges:

• Replace the startup tech stack technology with an integrated HubSpot stack 
• Build a cohesive digital marketing and sales system
• Produce content quickly with a targeted messaging strategy for SEO results
• Gain visibility into ROI and marketing spend attribution to guide spending.

Solution

Build the Foundation

Orange Marketing recommended a 3-pronged approach to get the tech stack up and running and turn the website into a lead-generating machine.

Within the first 40-days of our engagement, we had:

• Consulted with Sales as to their deal process and fundamental properties and fields and implemented the integrated HubSpot Sales & Marketing lead flow process
• Established new properties, data cleansing, workflow automation, smart lists, and nurturing workflows 
• Cleansed, imported, and consolidated Pipedrive sales accounts and deal data, as well as Mailchimp contacts, tags, and unsubscribes into the HubSpot CRM
• Consolidated disparate blog content in Medium and Amberdata’s existing website into a HubSpot blog
• Implemented sales sequences and templates
• Trained the Sales Team on the new Deal Dashboard with the requisite sales process.

We also optimized the site and blog wherever possible with conversion opportunities, CTAs, landing pages, thank you pages, smart forms, and automated lead routing to the Sales team. We documented all in Amberdata’s Sales Playbook.

Rev Up the Content Engine for Growth

As his first piece of content, Henning chose to tackle the challenges around communicating Amberdata’s crypto data product offering to the enterprise financial community. Orange Marketing recommended Amberdata use a topic cluster strategy to garner traffic quickly. Amberdata selected a key pillar topic, “The Digital Asset Data Guide For Financial Professionals.” Implementing a regular social posting cadence on LinkedIn and Twitter was essential in Crypto. We launched initial blog content within the first 60 days with a full pillar page ebook, including downloadable PDF, being a fast follow 30 days later. 

Attract Tactics

• Topic cluster strategy
  • Pillar page
  • Supporting blog posts
• Social Media
• Paid Media
• Partner Programs

Conversion Tactics

• Downloadable PDFs (Landing Page & Thank You Page)
• Pop-up
• Follow-up content nurture workflow

Sales + Marketing Alignment 

Sales and Marketing Alignment was essential to the next stage, which was lead generation. We needed the Sales Team to understand the origin of the leads and the lead quality. Because lead volume can be small in the startup B2B world, we recommended Amberdata Sales review and disposition 100% of the leads without lead scoring from marketing or cherry-picking from sales.

Within a few months, Amberdata hired an SVP of Global Sales, Ryan Burdick, who immediately implemented an SDR function to supplement the existing AE function and ensure 100% of the leads were reviewed and contacted. 

And simultaneously, Amberdata Marketing undertook a separate effort to move their entire website to the HubSpot CMS and improve messaging, lead flow, targeting, and SEO.

Finally, in the back third of the year, Amberdata started a paid strategy with key partners in the crypto space, placing a wide variety of bets.

Results

Amberdata saw:

• 85% increase in relevant traffic
• 35% increase in social media followers
• 188% increase in YOY MQLs
• 35% of 2022 deals created originated with marketing-sourced contacts (prior nearly zero)
• 40% of 2022 won deals originated with marketing sources.

Impact

Henning describes the impact as “Fantastic! We now have an end-to-end system that tracks revenue creation from the first website or tradeshow booth visit to a closed/won deal.” Henning and Burdick utilize detailed HubSpot dashboards to share results on revenue creation goals with investors and Amberdata senior management progress.

Marketing keeps a steady diet of content flowing to prospects via the blog, social, eBooks, white papers, case studies, and automated weekly newsletters. The sales AEs and SDRs have benefited from HubSpot automation associated with content and event-specific templates and sequences, with auto-enrollment into a particular sequence being a standard play.

Using Campaigns to track all initiatives, especially pilot paid efforts, is critical to allocating the 2023 marketing budget towards programs that produce quality leads. 

While the environment for digital assets heading into 2023 is challenging, Henning indicated that Amberdata has aggressive sales and marketing goals because institutional adoption continues to increase. The new digital asset class is here to stay, and data regarding the decentralized finance marketplace will continue to be necessary. And thanks to HubSpot and a visionary sales and marketing team, Amberdata has processes and infrastructure in place for the long game.

Steve Henning, CMO, Amberdata
“HubSpot grows with you, regardless of your sales goals or what you're trying to achieve in marketing. The fact that the platform scales and provides the capabilities needed to help achieve our ambitious revenue growth goals has been key for us." 

Henning speaks further to the impact of Amberdata's switch to HubSpot for sales, marketing, and the website in this video. 

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