Utilising marketing automation in lead generation and sales support – Solibri
Our customer, Solibri, a Finnish design software manufacturer for the construction industry, wanted to enhance its digital marketing to support the companys’ ambitious growth strategy.
Software trials are one of the key digital sales tools used by the company and the aim was to support and generate high quality sales lead for its network of international sales partners. A web data audit showed a high amount of traffic to Solibri’s website, which was indicative of enormous potential and international interest.
Marketing automation provides the company with an efficient platform to orchestrate and measure multichannel marketing, and to improve alignment between marketing and sales.
Solibri chose HubSpot as its marketing automation software, through which it has been able to enhance lead generation and nurturing. HubSpot also enabled Solibri to manage different marketing processes—such as email marketing, social media and advertising through digital channels — on a single platform.
Website conversion optimisation helped to efficiently turn the high number of website visitors into identified trial users. HubSpot then provided the means for more personalised and efficient trial user engagement. A nurture program based on each trial user’s behaviour and language region serves to remind and educate the user on how to use the software.
Lead scoring is used to rank sales leads and efficiently identify the ones with the greatest potential. HubSpot is integrated with Solibri’s partner portal (built on Salesforce), where leads can be directly routed to the corresponding sales partners in different countries.
Watch Russell Anderson’s (Brand and Marketing Director, Solibri) and Jennica Arvonen’s (Growth Marketing Strategist, Valve) more thorough comments on the cooperation.