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Viridity!

Case study!
Viridity!
	
  KEY	
  RESULTS	
  

•  Increased organic traffic 17x
in 6 months

•  Attracted over 350 leads in
the last 6 months

•  Developed strong email
marketing campaigns

•  Achieved a nearly 15%
conversion rate for landing
pages




ABOUT:	
  
Viridity	
  provides	
  energy	
  resource	
  management	
  software	
  that	
  gives	
  IT	
  and	
  facilities	
  managers	
  
actionable	
  information	
  about	
  their	
  power	
  consumption.	
  	
  
Viridity!


Challenge:
Separate SEO, Tracking & Lead Generation Efforts

Jason Bailey, Viridity’s multimedia specialist, spotted a large problem in his
company’s ability to extend its message to the right people online—the lack of
integrated marketing tools. The company needed a unified platform to quickly design
marketing campaigns, generate leads and measure results. “What was really
appealing about using HubSpot was that they had all of this in a easy-to-use
interface, all integrated into a single package,” said Jason.
Viridity!


Solution:
Unified Inbound Marketing System

Jason used HubSpot to piece together the different elements that effective inbound
marketing includes.

HubSpot's CMS, an easy-to-use content management platform, enables Jason and
his colleagues to work on the site with no HTML knowledge. Now, different team
members within Viridity contribute content such as blog posts, press releases and
landing pages.

HubSpot’s marketing analytics have helped Jason determine what marketing
channels to focus on. “They help me segment the incoming traffic, so I can figure
out where people are coming from,” he said. Jason can then drill into the traffic
sources and figure out which campaigns have been effective or unsuccessful.
Viridity!


Solution:
Driving More Leads with Salesforce Integration

HubSpot’s lead tracking tool has become a little morning “dance” for Jason. He likes to
check Viridity's progress attracting news leads from whitepaper downloads, webinar form
submissions and other marketing events. That is how Jason determines who to reach out
to and follow up with.

HubSpot’s integration of Salesforce has enabled Viridity to improve the flow between
lead-to-customer conversions and make the sales process more intuitive. “When we
increase how many landing pages we have, there is a clear correlation to how many
leads we get,” Jason said. This, in turn, has created an environment of experimentation
in the company. “If we come up with an idea, we know it is something we can try out that
day,” Jason said.
Viridity!

Results:
Tremendous Growth in Organic Traffic
“Since purchasing the HubSpot software we have seen our marketing program really
skyrocket in measurable ways,” said Jason. While in December 2009 they had only
40 visits from organic traffic, by May 2010 this search volume had increased to over
700.
Viridity!

Results:
Developed Email Marketing Campaigns
Viridity also developed a successful email marketing strategy and expanded its email
reach from 60 visitors in March to over 400 in May.
Viridity!

Results:
Rapid Growth in Lead Generation
                                  In the last six months,
                                  Viridity has focused on
                                  lead generation and
                                  attracted over 350
                                  leads. A major role in
                                  this success have
                                  played the 70 unique
                                  landing pages Jason
                                  built to increase
                                  conversions. The total
                                  conversion rate for
                                  landing pages is now
                                  nearly 15%.
More about Viridity:!
     www.Viridity.com!
Sign up for a HubSpot demo:!
   www.HubSpot.com/demo!

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Viridity Uses HubSpot & Salesforce.com to Capture & Close more Leads

  • 2. Viridity!  KEY  RESULTS   •  Increased organic traffic 17x in 6 months •  Attracted over 350 leads in the last 6 months •  Developed strong email marketing campaigns •  Achieved a nearly 15% conversion rate for landing pages ABOUT:   Viridity  provides  energy  resource  management  software  that  gives  IT  and  facilities  managers   actionable  information  about  their  power  consumption.    
  • 3. Viridity! Challenge: Separate SEO, Tracking & Lead Generation Efforts Jason Bailey, Viridity’s multimedia specialist, spotted a large problem in his company’s ability to extend its message to the right people online—the lack of integrated marketing tools. The company needed a unified platform to quickly design marketing campaigns, generate leads and measure results. “What was really appealing about using HubSpot was that they had all of this in a easy-to-use interface, all integrated into a single package,” said Jason.
  • 4. Viridity! Solution: Unified Inbound Marketing System Jason used HubSpot to piece together the different elements that effective inbound marketing includes. HubSpot's CMS, an easy-to-use content management platform, enables Jason and his colleagues to work on the site with no HTML knowledge. Now, different team members within Viridity contribute content such as blog posts, press releases and landing pages. HubSpot’s marketing analytics have helped Jason determine what marketing channels to focus on. “They help me segment the incoming traffic, so I can figure out where people are coming from,” he said. Jason can then drill into the traffic sources and figure out which campaigns have been effective or unsuccessful.
  • 5. Viridity! Solution: Driving More Leads with Salesforce Integration HubSpot’s lead tracking tool has become a little morning “dance” for Jason. He likes to check Viridity's progress attracting news leads from whitepaper downloads, webinar form submissions and other marketing events. That is how Jason determines who to reach out to and follow up with. HubSpot’s integration of Salesforce has enabled Viridity to improve the flow between lead-to-customer conversions and make the sales process more intuitive. “When we increase how many landing pages we have, there is a clear correlation to how many leads we get,” Jason said. This, in turn, has created an environment of experimentation in the company. “If we come up with an idea, we know it is something we can try out that day,” Jason said.
  • 6. Viridity! Results: Tremendous Growth in Organic Traffic “Since purchasing the HubSpot software we have seen our marketing program really skyrocket in measurable ways,” said Jason. While in December 2009 they had only 40 visits from organic traffic, by May 2010 this search volume had increased to over 700.
  • 7. Viridity! Results: Developed Email Marketing Campaigns Viridity also developed a successful email marketing strategy and expanded its email reach from 60 visitors in March to over 400 in May.
  • 8. Viridity! Results: Rapid Growth in Lead Generation In the last six months, Viridity has focused on lead generation and attracted over 350 leads. A major role in this success have played the 70 unique landing pages Jason built to increase conversions. The total conversion rate for landing pages is now nearly 15%.
  • 9. More about Viridity:! www.Viridity.com! Sign up for a HubSpot demo:! www.HubSpot.com/demo!