HubSpot

How does a software marketer boost B2B lead generation, conversion rates and ROI?

Challenge

Increase B2B sales through more effective lead generation.

Solution

Used Promoted Accounts to build their follower base of business-to-business marketers. Engaged followers and users similar to their followers with Promoted Tweets in timelines.

Results

  • 150% increase in sales
  • 46% lower cost per lead
  • 32% ROI
Tweet

HubSpot (@HubSpot) is an inbound marketing pioneer that provides B2B companies with an all-inclusive software platform. The company currently works with over 7,500 companies in 46 countries to help them drive and convert leads.

Their challenge

@HubSpot wanted to find a more effective way to generate new leads, engage existing followers, increase sales conversion rates and improve the return on investment of their marketing dollars.

Their solution

@HubSpot used Promoted Accounts to target B2B decision-makers with marketing-related interests. The company also launched Promoted Tweets in timelines targeted to followers and users similar to those followers. These Tweets not only offered educational content relevant to marketers, but also included a specific call to action, such as an invitation to attend an informational webinar, download a marketing e-book or register for a free marketing assessment.

“Not only are we driving new business at a 46% lower cost per lead, but our lead conversion rate is also 48% higher on Twitter compared to other platforms.”

Dan SlagenHead of Paid Marketing, HubSpot

Their results

By connecting with a highly relevant audience through Promoted Accounts and increasing engagement with Promoted Tweets, HubSpot experienced gains in sales, conversion rates and ROI, as well as a significantly lower cost-per-lead.

3 keys to success

  1. Use Promoted Accounts to reach new potential customers. 
    Promoted Accounts help you build your B2B follower base. @HubSpot attracted new decision makers by targeting users who are interested in B2B and marketing.

    Hubspot
  2. Stay top-of-mind with Promoted Tweets. 
    Promoted Tweets keep your business front and center with your followers. @HubSpot used Promoted Tweets in timelines to place new messages and calls to action at the top of the feeds of their followers as well as users similar to their followers. 

     
  3. Provide value to your followers. 
    Build loyalty with your followers by being a thought leader and a valuable resource for industry information. @HubSpot offers useful content to their followers, such as links to educational content and e-books, webinars and a free marketing assessment.