CardinalCommerce, a global leader in authenticated payments and securing online transactions, began a partnership with Falls Digital in late 2013 with the goal of renovating the brand’s digital presence and accomplishing key business growth goals. Ultimately, Cardinal’s marketing team was tasked with generating leads. A lot of leads.
The CardinalCommerce IT team was swamped and had very little resources to spare, making technology and software collaboration difficult. Meanwhile, Cardinal’s marketing team members were all brand new to the company, meaning not only was the Falls team learning something new every day about Cardinal, but so were our teachers!
The goals were steep, yet simple: 3,000 leads in 2014 and 5,000 leads in 2015. Very few, if any, leads were generated online prior to 2014, so the jump to at least 250/month in 2014 was sure to be a challenge.
With lead generation a priority, Falls Digital recommended implementing an inbound marketing plan using the HubSpot platform. With HubSpot, Cardinal was able to hit the ground running in January 2014 by quickly deploying email marketing campaigns, landing pages with progressive form fields, thank you pages, industry-focused blog posts and social media engagement, all in one cohesive tool.
As the new leads rolled in, Cardinal and Falls worked together to leverage some of the more complex HubSpot features, like automated workflows and custom lead scoring rules. Cardinal’s marketing team also followed the best practice of using unique tracking URLs for all campaign materials to effectively measure success.
Not only did HubSpot provide everything Cardinal needed to succeed from a technology standpoint, it was also intuitive and easy-to-use. This allowed Cardinal to operate self-sufficiently and only lean on Falls for strategic guidance and digital consulting, like when it came time to create buyer personas and plan content by funnel stage, while using internal resources to deploy campaigns and run reports.
The results speak for themselves! With two years in the books, CardinalCommerce has not only achieved lead generation goals, they far exceeded them:
In addition to the lofty lead generation goals, Cardinal accomplished the following feats as well:
For more information on how Falls Digital can help you capture leads and drive business growth, contact us. We love nothing more than helping companies like yours achieve success!
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