Huthwaite Asia Pacific, an international sales training company uses HubSpot to generate more high-quality leads and reduce its cost per lead conversion.

1. Customer Case Study:
Sales Training Company Reduces Cost Per
Lead with HubSpot
About Huthwaite
Huthwaite Asia Pacific is an international sales training company committed to helping
businesses improve their sales performance. Ralph Vugts, Huthwaite’s online marketing
specialist, recently shared with us how he has been using HubSpot to increase the
volume of qualified leads for his sales team.
Results:
Growth in Lead Volume & Quality
• Captured over 1300 leads in the past 6 months
• Reduced Cost Per Lead 40x
• Reached a 21% conversion rate for all landing pages
Challenge:
Increasing Need for Qualified Leads
Prior to HubSpot, Huthwaite’s site was “like a brochure,” as Ralph put it. It was pretty to
look at but didn’t act as a mechanism to collect leads and turn them into sales. “The
guys needed as many qualified leads as possible,” Ralph said.

2. Sales Training Company Reduces
Cost Per Lead with HubSpot
Solution:
Gaining Insights about Leads &
Continuously Nurturing Them
HubSpot’s Lead Intelligence gives Ralph valuable information about visitors who
convert on his marketing events. For each lead, the tool shows lead source, viewed
pages and submitted forms. Such data, as Ralph pointed out, helps reps “tailor their
sales pitch accordingly” and warm up cold leads.
Ralph also uses HubSpot’s Lead Nurturing to design general campaigns as well as
more specialized PPC campaigns. He schedules event-triggered emails that keep
the engagement level with leads high, pushing them down the sales cycle.
As a HubSpot Large customer, Ralph receives ongoing consulting which has guided
him with the setup of targeted PPC campaigns. While in the past Huthwaite used to
spend about $400 for a single conversion, the company has now reduced that cost
significantly--down to $10 per conversion. Ralph can come to his inbound marketing
consultant with a list of questions and receive insights that give him more confidence
in his marketing strategy.
Pull your online marketing budgets
into this as soon as possible. The
sooner you start, the better.
The average HubSpot customer gets 4.2x more leads after 5 months of active
use of HubSpot. To find out what type of increases in leads a company with your
current lead volume could expect, check out HubSpot’s ROI study at
www.hubspot.com/roi.
HubSpot’s integrated marketing software gives you all the tools to implement a
successful online marketing strategy from increasing the top of your funnel
through conversion, sales alignment and analytics. To learn more, check out
HubSpot’s free trial or request a customized demonstration.