Marketing and Sales Tool Consolidation Ignites IsosTech Revenue Growth

Case Study

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.

This Case Study is a winner of the HubSpot 4Q2021 HubSpot Marketing Impact Awards (NAM). It's a very big deal. Take our word for it. 

Introduction 

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. 

The Challenge

Isos Technologies had an extensive suite of marketing and sales tools, including:

• WordPress Blog and Website: 2 blogs, 500+ posts, and 300+ website pages
• Unbounce: 15+ landing pages
• ActiveCampaign - Marketing CRM and email tool
• Salesforce - Sales CRM
• Google Analytics - Metrics & Analysis
• Jira - Sales activity and pipeline management
• HootSuite - Social media
• Zapier and PieSync - data support and integrations
• GeckoBoard - Dashboards

The challenge was multi-pronged:

• Marketing had no comprehensive way to analyze which channels were driving the best leads for sales and where marketing should spend more money. 
• Paid media spend was significant, but conversions to opportunities were difficult to ascertain and seemed minimal.
• The company blog was extensive, covering everything from Atlassian tools to employee job satisfaction. Their blog generated lots of traffic, but not necessarily traffic that converted to revenue.
• Reliance on face-to-face events proved to be a significant challenge in March 2020 (hello COVID).  
• Sales lacked a systematic methodology for culling through a decent pile of marketing leads.
• The sales & marketing technology infrastructure was becoming increasingly fragile and difficult to maintain. 

The Solution

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:

• Keep robust, organic traffic intact
• Decrease systems maintenance
• Increase sales team productivity
• Increase marketing conversions to closed/won deals
• And ensure minimal sales disruption.

Month One: Blog, Social Media, and Email

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!

Sample Newsletter

Month Two: Salesforce & Jira 

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. 

Month Three: Website

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:

Whitepapers
Guides (Pillar Pages)
Case Studies
Webinars
Videos

Results

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! 

• Deals Closed Won Associated with an MQL went up 30% 
• Closed Won Revenue Associated with an MQL went up 38%

Marketing Qualified Leads and Sales Qualified Leads went up as well!

• MQLs went up 19%
• SQLs went up 15%

Impact

• Revenue growth has continued at Isos throughout 2020 and into 2021, with excellent projections for 2022.
• The Sales team adheres to a strict process for nurturing MQLs to Sales Opportunities.
• Using HubSpot dashboards, Marketing reviews results weekly and adjusts their strategy proactively rather than reactively.
• And, the Isos CEO no longer manages the marketing stack!

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!”

This Case Study is a winner of the HubSpot 4Q2021 HubSpot Marketing Impact Awards (NAM). It's a very big deal. Take our word for it.