In the fall of 2022, RISA, a developer of cutting-edge structural design and optimization software for structural and civil engineering firms, identified several key hurdles impeding expansion within the building market. Contracting Orange Marketing to help, Ben Follett, Director of Sales and Marketing, enumerated the marketing challenges they faced:
RISA's engineering team, who carried out demos and arranged software trial offers, struggled with manual follow-ups, and their customer retention team grappled with a labor-intensive, manual process for managing software expirations and renewals via Google Sheets and emails. Both groups required streamlined, automated operational solutions to enhance lead conversion and renewal management.
The initial solution seemed straightforward – set these teams up to use HubSpot sequences, templates, snippets, and tasks to manage follow-ups. However, orchestrating specific triggers required serious thought, with three potential solutions considered:
The final solution consisted of:
With the solution in place, we undertook several test runs to identify and correct edge cases and refined the process until zero issues surfaced.
Ultimately, together with RISA, we created a fully automated workflow covering their primary use cases, freeing them to focus on creating new campaigns and optimizing their top-of-the-funnel approach.
Using three standard and two custom objects, we successfully migrated their contacts, transactions, licensees, companies, and deals into HubSpot.
RISA’s outcome included a transformation in their sales and marketing approach, and they realized benefits in the following areas:
In 2023, after implementation, RISA experienced a dramatic slowdown in the construction industry with residential and commercial property builds. See data from NAHB/Housing Economics below.
However, despite industry changes, RISA believes its competitive edge has been significantly enhanced by consolidating multiple data sources into HubSpot, which optimized and improved its systems. This integration has enabled it to effectively mine existing customer information, capture previously lost data from advertising and marketing campaigns, and continue growing during a down economy.
RISA now captures 2X the contacts, doubling its previous website conversion rates. It also converts these contacts to deals faster.
In 2024, RISA plans to strengthen its year-long partnership with HubSpot by integrating further systems to streamline purchases, including a paid learning management system for training, enhancing their customer journey management.
RISA also aims to broaden its outreach by refining its outbound sales strategy to optimize HubSpot for targeted lead engagement and efficient customer acquisition. This strategy uses HubSpot's tools for data analysis, automation, and lead scoring to target ideal customer profiles effectively.
"Orange Marketing quickly became our HubSpot "Sherpa", guiding us through the initial setup and helping us integrate our complex custom data sources. They provided us with marketing content, including an ebook and blog articles that helped get our revised content marketing strategy up and running and have been an essential source of information/insight during our implementation phase...we certainly could not have accomplished our goals or timeline without them."
Follett discusses how HubSpot has provided significant visibility into its sales and marketing efforts in this video. He praises the integration of HubSpot with their custom-built e-commerce platform and portal, explaining it has enhanced their ability to leverage intent data, manage customer interactions based on licensing triggers, and automate communication workflows.