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HUBSPOT CASE STUDY

How Ironpaper Turned Solartis' Business Goals into Marketing Action

167%

Increase in Closed-Won Deals

54.4%

Deals Attributed to Organic Search

1,676

Google Positions Gained for Key Terms

As a lean marketing and sales team, Solartis came to Ironpaper with lofty business goals that required short-term and long-term marketing strategies. We knew they needed HubSpot to hit key KPIs and scale efforts. We saw remarkable outcomes that facilitated substantial business growth by leveraging HubSpot CMS, Marketing Hub, and Sales Hub.

THE CHALLENGE

Maximize Effectiveness of Marketing Assets

Solartis’s emphasis on maintaining a lean approach to marketing required maximizing the effectiveness of every marketing asset and transforming each asset into a lead-generation tool. Three main challenges emerged as our work began with Solartis:

  • Ineffective website: Solartis used WordPress as a website management tool, which posed challenges regarding easy updates. They sought a solution that would enable them to make iterative changes to website pages based on performance and iterate on call-to-actions (CTAs) and landing pages. Due to their inability to hire WordPress developers, they needed a user-friendly content management system (CMS).
  • Inefficient lead management: With limited insight into the buyer’s journey and no substantial tools to automate marketing and sales tasks, the Solartis team felt inefficient and spent too much time on non-strategic tasks.
  • Limited Performance Tracking: Solartis didn’t have an effective way to measure marketing and sales performance, so they could not definitively say what worked and what didn’t. As a result, Solartis was unsure of where to allocate its limited resources.

 

WordPress limitations prompted CMS search

(2018 website)

Frame 47

 

Ironpaper immediately recognized that Solartis required HubSpot's all-in-one solution to enable proper lean marketing and sales practices.

Squareish Collage
THE SOLUTION

Create a Lead-Generating Website

Ironpaper migrated the Solartis website from WordPress to HubSpot CMS and performed a complete navigation overhaul to allow visitors to find information quickly and easily. Using HubSpot’s suite of tools, we shifted messaging to a buyer-centric approach and launched an SEO campaign, which included the following:

  • URL mapping, redirects, and sitemaps to ensure crawlers indexed the Solartis site properly.
  • Site performance monitoring to identify any website performance issues.
  • Content optimization to improve on-page SEO performance.
  • Reporting and dashboards on website performance.
  • HubSpot CTA tool across the website to view performance in aggregate.
THE SOLUTION

Automate and Improve the Lead Management Process

We onboarded HubSpot Marketing and Sales Hub to improve the lead qualification, management, and nurturing process. We used HubSpot tools to create a new system for seamless lead management, which included the following:

  • Lead qualification and form optimization: Automate lead organization through forms and HubSpot’s grading tools to reduce the amount of manual qualification.
  • Workflows and email automation: Create personalized email campaigns with buyer-centric content to nurture leads and automate sends based on specific criteria.
  • Lead routing for improved marketing-to-sales alignment.
  • Lead tracking and analytics to identify bottlenecks in the funnel and gain more insight into Solartis’s buyer behavior.
  • Sales sequences to improve 1:1 sales conversations.
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THE SOLUTION

Enhanced and real-time HubSpot reporting and analytics

Using Dashboards, Ironpaper clearly defined how marketing and sales activities led to revenue. We used both custom and pre-built dashboards:

  • Marketing analytics dashboards for a comprehensive view of marketing performance against specific KPIs.
  • Sales analytics dashboards to view revenue-based metrics, the success of sales activities, and conversion rates.
  • Customer analytics enables Solartis to enhance its understanding of current customers, extract valuable insights to effectively target and achieve sales objectives, and identify opportunities for upselling.
  • Content dashboard to identify high-performing content and opportunities to optimize dated content.
Reporting 3
THE OUTCOMES

HubSpot data for business decisions

The most significant outcome Solartis experienced was the ability to make informed business decisions based on HubSpot’s marketing and sales data. The Solartis team could allocate their time to revenue-generating activities as HubSpot allowed them to move away from manual tasks. Automation saved the team time and allowed them to have fuller conversations as context from forms and lead timelines were in one location. As Solartis experienced a rapid increase in qualified leads and deals, the team could focus on growing different areas of the business.

 

Performance Metrics outcomes 
  • 167% increase in closed-won deals since 2018
  • 54.4% of deals attributed to organic search
  • 1,676 Google positions gained for key terms
  • 48 key terms ranking on the first page of Google
  • Landing pages with 14-16% conversion rates
Data in Business Decisions 3
THE OUTCOMES

Website as a sales tool: The website became a lead-generator for Solartis and an in-person sales tool for the sales team to use during pitches. 

No additional hiring required: By migrating off of WordPress, the Solartis team did not have to hire a developer, as the HubSpot CMS’s drag-and-drop functionality was easy for all team members to use. They could avoid hiring a full-time developer and allocate those resources elsewhere.

By utilizing HubSpot, Solartis was able to preserve a lean team structure while achieving a significant impact on revenue. Ironpaper remains a key partner, but the Solartis team can operate independently, capitalizing on all HubSpot tools.

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Ironpaper’s team’s mission is to solve our clients' complex growth challenges. We hire and train our team to tackle the most challenging problems in B2B marketing and sales.