From revolving doors to access gates
Boon Edam is an international player in the field of revolving doors and secure access products, including security doors and access gates. In collaboration with Bright, Boon Edam transitioned from traditional to HubSpot inbound marketing. And with success: within a year, the returns from online resources kept rising continuously.
Time-consuming lead nurturing processes
However, Henk identified areas for improvement in the lead nurturing process. "We developed knowledge documents for our four main target groups. This approach allowed us to address the audience personally, highlighting their problems and pain points along with solutions. Additionally, we pulled website visitors out of anonymity. The knowledge documents were only downloadable in exchange for an email address."
After a visitor downloaded such a document, an automatic workflow began. "It included emails where we shared interesting blogs or other knowledge documents. With each new download, I asked for different information, such as the company name, number of employees, and Chamber of Commerce registration number."
The major drawback of this approach? Sometimes it took up to 3 months before Boon Edam had gathered all relevant information from a potential lead. And that's not all. "After a sales-qualified lead was finally obtained, I had to manually add information to HubSpot. It was a time-consuming task because I had to search for everything via Google. I thought it could be done better," said Henk.
Achieve more conversions quickly with the HubSpot plugin
That's when Henk took the initiative to collaborate between Company.info and Bright. His idea: linking Company.info's data to HubSpot. Bright developed the plugin, and Company.info provided the data. Henk stated, "Throughout the entire process, I provided input on what I needed exactly and in what manner. This led to a perfectly functioning plugin."
With the HubSpot plugin, you automatically enrich a customer profile with all the desired company details. After a lead fills out the contact form on your website, relevant information is immediately transferred to HubSpot's backend, including:
- Contact details
- Company size
- Industry description (SBI code)
- Management information
- Financial key figures
This effortless process provides you with a complete and up-to-date view of your leads. Moreover, this information makes it much easier to qualify leads and follow up with precision. As a result, the lead nurturing process becomes significantly faster, leading to more conversions.
