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Aframe introduced a new HubSpot education and demand generation program in January 2015.
The program formed part of a wider integrated campaign targeting television broadcast, corporates and new media companies in North America and EMEA with the objective of increasing awareness, education and demand for Aframe's cloud platform for video collaboration.
Highlights
A year on year increase from 15,084 to 28,908 in unique web visitors 91% growth
A year on year growth in website visits from email marketing of 437%
An increase in email % contribution to web traffic from 3% to 11%
A year on year increase from 1,185 to 1,607 in content downloads 35% growth
A year on year increase from 659 to 996 in net new leads 51% growth
A year on year increase from 148 to 223 in sales opportunities - 57% growth
ROI on the campaign is currently at 4:1 but likely to be more like 10:1 once open pipeline closes later in the year
*Figures are based on first half 2015 compared to first half 2014
HubSpot enables more sophistication and relevancy
Aframe targets the enterprise market which has low volumes of leads and opportunities but large deal sizes, many stakeholders and long, complex sales cycles. HubSpot has enabled us to introduce sophisticated programs that are relevant to the job title and each stage of the buying cycle while keeping Aframe front of mind through a long sales cycle that spans several quarters.
About the program
Head of Marketing at Aframe, Simon Gannon, segmented targets into 5 groups based on job title and maturity in the sales cycle. Group 1 is for net new database names and contains a series of 9 pieces of educational material. Once participants respond to series 1, they move into Group 2 and receive a series of 6 product-related documents. Clicking through or consuming product content triggers the Group 3 campaign containing a series of buyer-ready materials with a call to action for a demonstration, meeting with a workflow advisor or quote.
HubSpot helps the marketing group extend into the sales funnel and support sales opportunity development
Once marketing qualified leads are in the sales funnel, they join Group 4 and receive background materials, case studies and news to keep Aframe front of mind through the long sales cycle. We found many opportunities can get stuck in the early stages, so we nurture these accounts with templates that help our contact within the account create an internal business case and develop a return on investment analysis. Priorities can easily change for a large organisation so if an opportunity subsequently stagnates and closes as lost, relevant participants within the organisation receive the HubSpot Group 5 closed lost nurture which has proven successful in reviving old opportunities a few months down the line.
Sales and Marketing alignment
In addition to increasing the pipeline for sales, HubSpot provides marketing and sales members with valuable insight about companies that have visited the demo page or clicked an email link without completing a form.
By implicitly understanding buyer readiness, marketing and sales can manage leads and opportunities more appropriately and in tune with buyers timelines.
Aframe Head of EMEA Sales Will Pitt with Aframe Head of Marketing Simon Gannon
Integration with social media
Selling technology into nascent markets means a large % of the Aframe marketing program is focused on awareness and education. HubSpot is our active archive for user content and supports the Aframe global awareness and education program by scheduling tweets and monitoring website visitors, top tweets, blog posts, content downloads, interactions and engagements to help us understand what content, activities and times work best.
About Aframe
Aframe is a cloud platform for managing and collaborating on media. Aframe helps organisations to work more effectively with colleagues, clients and partners by centralising assets, reducing complexity and enabling everyone to view, access and work with high resolution, multi-format media wherever they are globally. Aframe saves cost, creates business efficiencies and increases the usage, lifetime and returns on content. Headquartered in London with operations in Boston, New York and Los Angeles, Aframe is trusted by broadcast, media and corporate organisations worldwide including BBC WorldWide, Fox Sports, A&E Networks, Vice Media, Unicef and Telus.
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