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Learn how Isos Technology, an Atlassian Platinum Solution Partner, consolidated its complex sales and marketing stack to one integrated HubSpot solution, driving growth in 2020 and beyond.
In late 2019, Isos Technology, a top Atlassian Solution Partner, realized they had a problem. No matter how hard they tried, they couldn’t grow net-new revenue faster. And even though Isos seemed to have a handle on all things marketing and sales, they struggled to align on core initiatives with little visibility into results.
Furthermore, the Isos CEO, Thad West, was the talented geek who had concocted the set of tools and integrations and maintained it as an increasingly demanding side gig.
Isos Technologies had an extensive suite of marketing and sales tools, including:
The challenge was multi-pronged:
In early 2020, Isos Technology purchased HubSpot Sales Pro, Marketing Pro, and CMS Pro with the hopes of consolidating 100% of its tech stack. Even though March 2020 quickly brought uncertainty regarding future revenue prospects, Isos stayed the course with its investment and game plan to consolidate onto HubSpot.
Isos had a direct sales team with an active inside sales function—no disruption to the sales team was required during a sales & marketing technology lift and shift during the uncertainty of 2Q 2020.
We jointly agreed on our migration goals and a phased approach over three months to:
We tackled the ActiveCampaign CRM and Email system. The marketing team had much to gain by utilizing a HubSpot blog to automate manual social media posting and a weekly newsletter. An essential part of the website and blog conversion was inserting CTAs into blogs retained.
The HubSpot newsletter generated from the latest blog posts is as polished and professional as the former manual newsletter but now runs itself!
The next lift was trickier. The tech-savvy Isos sales team had integrated Salesforce to Jira, which gave them a pipe-based (think Trello board) prospecting task management system. In the end, we settled on a multiple pipeline approach in HubSpot and built the deal stages to mimic what Isos had on their Jira board. The team also took advantage of workflow automation available in HubSpot to create follow-up tasks.
And, finally, the Isos sales team loved the automated HubSpot email Templates and Sequences. The sales crew quickly saw the benefit of automating lead follow-ups based on the marketing offer.
We shut down Salesforce and moved the whole deal board over in one afternoon.
The last stop was the Isos website. Ahead of the HubSpot CMS migration, we analyzed every page, blog post, and landing page. The team decided to archive and redirect 30+ website pages and 300+ blog posts.
We added landing pages in front of content to encourage conversions. We put a banner on the home page to push offers. And, finally, we added pop-ups all over the site.
The last critical improvement for the website was implementing a Resources Library housing the extensive Isos Technology content:
Isos Technology measures marketing results by closed/won deals associated with an MQL. Since our HubSpot migration, we have seen positive results increase:
Over the Past 5 Quarters, Revenue Increased from Q3 2020 to Q3 2021!
Marketing Qualified Leads and Sales Qualified Leads went up as well!
Thad West, CEO
“Orange Marketing has taken us on an unbelievable, transformational journey. Our first milestone was to consolidate many disparate tools (Salesforce, Active Campaign, WordPress, to name a few) and move years’ worth of data into HubSpot. Orange Marketing owned this entire shift and ensured that all of our data, artifacts, and design made it over and that all of our teams were trained on how to use HubSpot.
From there, we have moved into a long-term relationship where they have become our core marketing partner. We work together to set a strategy and let the Orange Marketing team run the execution. The team is very metrics-driven and provides us a lot of visibility into what's working and where we have opportunities to try different tactics. We are a professional services company and know what good service should look like. The team from Orange Marketing consistently exceeds our expectations!”