"Perfection would kill our content creation and digital marketing." In line with this motto, HappySignals' new HubSpot site was far from ready at the time of launch. Nevertheless, or indeed because of it, it's delivering results.

WordPress site + MailChimp + Google Analytics + customer management + ticketing software + chatbot + social media = a digital noise soup, whose impact on sales was impossible to track.

HappySignals decided to consolidate all of its efforts onto a single platform, HubSpot. The final piece of the puzzle is the HubSpot website launched in October.

Marketing is Sales, Sales is Marketing

HappySignals helps organisations improve the customer experience and efficiency of IT support services. The Employee Experience mindset is trendy but fresh. Awareness work is an important aspect of marketing.

The fragmentation of marketing made attracting and nurturing potential customers a troublesome guessing game.  

- We didn't know what happened to visitors after they entered or made a purchase decision. What works and what doesn’t, explains Pasi Nikkanen of HappySignals on the background.

The new website is the centre of the HubSpot system that measures and guides the quality of sales and marketing.

- What matters is not how many people visit the site, but what leads to a deal.

In an Agile Project, Half the Responsibility is with the Buyer

The new happysignals.com went live as soon as it was better than its predecessor. At the time of publication, there were only a few pages.

- It wasn't ready then, now, or in the future. Perfection would kill our content creation and digital marketing, says Nikkanen on his motivating motto.

Only a month elapsed between the kick-off meeting and the launch. Key words to the quick timeframe were trust, flexibility, and communication.

- The client had a vision, for which we sought solutions. The discussions weren't confined to weekly meetings, but comments could be asked amidst the normal routine, praises Sami Sundberg who was responsible for technical planning and implementation.

HappySignals wanted to avoid spending time on definitions, but rather move forward and achieve the desired outcome.

- In an Agile project, half of the success is the buyer's responsibility. You need to be active and on top of things or nothing will come of it, Nikkanen reminds.

The Digital Strategy Highlighted Key Values

Before the website development, HappySignals and Crasman jointly created a digital strategy focusing on defining key values important to the business. The main objectives were to accelerate the sales cycle and increase the number of leads accepted by sales.

An operational content strategy also emerged to support the overarching guidelines of the digital strategy. Pasi Nikkanen appreciates the workshop outcomes.

- Crasman's strategists were well-prepared, heard the essentials, read between the lines, and articulated things clearly. It greatly accelerated our own strategy work.

The digital strategy also directed the designers' ideation.

- It was crucial to understand who we are targeting and what we are aiming for, Sundberg speaks of the importance of groundwork.

The site is still fresh, but the results are already visible. Its loading speed has increased dramatically – something that Google values. Keywords are starting to gain traction and organic traffic is booming.

Video Content Supports Online Purchase Decisions

HappySignals' sales stem from engaging content. The latest investment is the Happiness Score Report webinar, published four times a year. Last time there were over a hundred participants, as well as numerous additions to the mailing list. All without paid advertising, using HubSpot's tools.

- We don't push our product in the webinar but discuss topics, problems, and solutions.

The quantity of video content is planned to significantly increase. Providing information that a seller would showcase to a prospective buyer during a demo via Skype.

- The purchase decision is shifting online even in B2B. People want to assess the product's suitability themselves and only discuss the final details with the seller, says Nikkanen.

ABM Marketing and Personalised Website

The next step is transitioning to website personalisation and moving from inbound to ABM marketing. ABM stands for Account Based Marketing.

In inbound marketing, a company offers engaging content for interested parties to discover. In ABM marketing, it handpicks customer prospects it finds interesting.

- ABM marketing essentially becomes smartbound, meaning a tailored combination of outbound and inbound for the customer. Consequently, the value of unified data is emphasised even more, Sundberg clarifies.

HubSpot CMS tools allow for personalising the site by role and campaign: if an ABM campaign is targeted towards the finance sector, the homepage is built with finance content, including offered references. This is a feature that would be impossible to achieve without HubSpot. At its best, personalisation could even be individualised. 

The collaboration between HappySignals and Crasman continues as a strategic partnership covering the development of the site, marketing automation, and paid visibility.

- We tell what we want and Crasman's experts suggest solutions. Not having to figure everything out oneself is absolutely valuable, concludes Nikkanen.   

Interested in hearing how HubSpot could help grow your business? Get in touch, and let's talk!

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