Programme Name: BCS IT (Hons.

Course Code: ISYS 2400

Course Name: Web System and Technologies

Assignment / Lab Sheet / Project / Case Study No. 2

Date of Submission: 10th August, 2021

Submitted By: Submitted To:

Student Name: Rakshya Nepali Faculty Name: Satyam Paudel

IUKL ID: 041902900050 Department: LMS

Semester: Fourth

Intake: Sep, 2019

Questions:
1. Relate the challenges Concentrate faced before adopting Hubspot.
➢ The challenges Concentrate faced before adopting Hubspot are:

a. Marketing wasn’t generating enough qualified leads.

For the average Kiwi tech company, marketing needed to do a better
job at delivering qualified leads to the sales team. The contrast with the
US experience was stark. Kiwi salespeople had to do a whole lot more
of the leg work when finding and nurturing sales opportunities than
their US counterparts.

b. They weren’t aggressive enough about exporting.

While the typical US technology company was able to build a large
business on a regional or even state-wide basis, Kiwi firms also needed
to go offshore early to achieve growth. In previous Market Measures
surveys it was found that the large majority of firms exported, and they
do so relatively early in their growth cycle.

c. Digital wasn’t generating enough leads.

Growth comes from generating leads for your sales teams. A
significant proportion of that are leads that come through your digital
channels, primarily your website. The survey found that 26% of Kiwi
companies were focussed on growing website traffic as one of their
two main marketing priorities, compared to 54% of US companies.

d. They were too conservative with their content marketing

Content marketing (i.e. the distribution of educational and/or
compelling content in multiple media formats to attract and/or retain
customers) is an established weapon in the tech marketer’s arsenal.
Buyers of technology solutions expect useful information to help them
all the way along their buying journey, not just product data. Kiwi tech
firms have embraced content marketing, with the majority doing some
form of it. The trouble is they are a little boring about it, sticking to a
narrower set of content types than US companies.

e. They weren’t getting enough out of their marketing spend.

Kiwi tech firms typically invested aggressively in sales and marketing.
The challenge was getting the most out of that investment, something
they weren’t sufficiently focussed on. 15% of companies in the survey
put ‘proving the ROI of marketing activities’ as a top priority in the
next 12 months, compared to 42% in the US.
2. Examine the results Concentrate has found after using HubSpot.
➢ The survey showed that 53% of companies are using marketing automation, with
HubSpot being the platform of choice by some margin. There are many options for
automation technology, from basic free solutions through to powerful and expensive
enterprise platforms. HubSpot seems to be a good fit for the typical Kiwi tech
business as a platform that is relatively easy to apply and can be scaled up.

After the team did a great deal of research about inbound marketing as a methodology
and HubSpot’s software, Concentrate became a HubSpot partner in 2013.

Through their partnership with HubSpot, Concentrate has delivered success for both
themselves and their client base. Concentrate’s website traffic is up 96% in the past
year. They have increased the quantity of leads in their own database by 50% in the
past year, all while increasing the quality of these leads. Owen says “the number of
contacts we have is just phenomenal compared to where we were… and they are all
fresh, new contacts who are engaging with us because they wanted to, and they’re still
engaging with us, and they’re reading our content and we’re building a relationship
with them… it’s just so different”.

Their clients have seen great results too. On average, website traffic has increased
54%. They have generated an additional 34 marketing qualified leads per month and
the cost of acquisition is reducing due to a lower, less labour intensive sales cycle.

The local business community has heard about the success that Concentrate has
provided for its clients with inbound marketing. A recent Inbound Marketing seminar
hosted by Concentrate sold out within 48 hours. The turn out of 120 people was far
beyond their expectations and has resulted in more business for Concentrate.

Currently a silver tier partner, Concentrate is on track to become a gold partner in

early 2015. They currently have a team of 7 working in the business, but are planning
on expanding their headcount to cater for the increased demand. Their long term goal
is to transform from being a boutique, specialised consultancy to becoming the #1
marketing consultancy for the tech industry in New Zealand.

Owen credits becoming a HubSpot partner as having provided Concentrate with a

“much clearer path for growth”. He explains “We now have a tangible, really specific
service that we can scale and is applicable to not only smaller scale companies but
also the big ones”. Owen and the team have much greater confidence in knowing that
they are at the cutting edge of the marketing industry in New Zealand, they now feel
“plugged in internationally”.
3. Whether your business is large or small, there are several CRM benefits your
company could gain. Customer relationship management (CRM) is a technology
for managing all your company’s relationships and interactions with customers
and potential customers. Discuss ANY FIVE (5) benefits of Customer
Relationship Management (CRM) software.
➢ A CRM platform helps companies target different audiences, set scores and alerts
based on an individual lead or customer’s activity, proactively work with contacts,
and maintain relationships. Best of all, a CRM system can be used across departments
to ensure that all customer-facing teams are empowered with the right data to create
incredible customer experiences.

Any five benefits of Customer Relationship Management (CRM) software are given
below:

a. Trustworthy Reporting
Data is a necessary part of business, and it’s available from a number of
resources: social media, Google Analytics, business software, apps, and CRM
technology. It’s not useful, however, until it’s sorted, cleaned, analysed, and made
actionable. Companies of all sizes use social media and rely on metrics from those
platforms. Google Analytics is an important tool many business owners use, at least
minimally, to monitor their website traffic. However, you can’t rely on these tools
alone. A CRM system helps you go deeper with all your data and metrics, including
those from other sources. When your company is dedicated to maintaining clean data,
or data free from errors, you can use your CRM platform to collate, tabulate, and
organise that data, which is then easy to interpret with reporting features. This is one
of the biggest benefits of a CRM system, and it trickles down to other benefits that
become available once you have this usable data. For example, a lead successfully
filled out a form on a landing page after seeing a particular ad on social media.

b. Dashboards that Visually Showcase Data

Using a spreadsheet to manage your company means inputting or importing
data manually, figuring out what’s important, and then creating a graphical way to
present this data. CRM does most of this for you. Once you’ve invested in the
platform, you can take advantage of another CRM benefit, the dashboard. You can set
up a dashboard for every individual in your company who has login credentials for
your CRM platform. For example, a director of marketing would be most interested in
email marketing metrics, specifically the click-through rates of each campaign. They
can set up a dashboard that immediately displays how many people a particular email
was sent to, how many people opened it, what the click-through rate is, and more. A
director of sales, however, would want to know how many calls are made per hour,
and how many of those calls resulted in a positive action, such as a future meeting or
 demo. Dashboards let users quickly see the data that’s most important to their
workflows without having to dig, sift, sort, or run a report

c. More Personalised Outreach with Automation

Because you are continually capturing data about and insights into your
audience, market, and industry, you can create more relevant, personalised messaging
and outreach in both your manual efforts and your automated campaigns. This is the
advantage of dynamic content and automated messaging: You can put people who
have an important similarity for example, an interest in a niche product into different
drip campaigns. This capability is a benefit of many CRMs and lets you set up a series
of automated emails that speak to that audience specifically and are triggered by
specific actions. Drip campaigns can be used throughout the sales funnel. For
example, on a tour company website, if someone builds a custom itinerary for a trip to
Thailand, instead of sending them generic emails about travel, you can start them on a
drip campaign for people who create custom itineraries for Southeast Asia.
Automation also allows you to take someone out of a drip campaign at any time based
on their actions.

d. Proactive Service
In the same way that the data in your CRM platform can help automate more
personalised outreach throughout the marketing funnel, it can improve a sales team’s
outreach efforts or customer service’s ability to help customers. If a sales team has the
knowledge of what interests a particular customer most, they or a support
representative can meet the customer’s needs and solve problems more proactively.
This is a major advantage for a customer service team. With relevant data available in
their dashboards and in cases, there’s no need to dig for information, so a rep can get
right down to what matters. It saves everyone time and makes your potential and
current customers feel important when sales and customer service are proactive and
knowledgeable plus, it can improve your bottom line through higher customer
satisfaction and reduced time to resolution.

e. Simplified Collaboration
CRM serves as a record of conversations, interactions, needs, notes, and
contact information. And if it’s cloud-based, it’s always up to date, and your
teammates can easily look at its records to make decisions. Additionally, some CRM
platforms have built-in collaboration tools that allow multiple people to work on one
file simultaneously or follow the progress of a document, such as a sales quote.
Everyone who has access to your CRM can work together through this shared record.
For example, when a salesperson speaks with a customer and learns more about them,
they can fill in certain fields in that person’s record or make notes on their file. This
helps make sure the rest of the team is working with the latest details and to the best
of their ability. Marketing, sales, and customer service work together seamlessly
instead of worrying about siloed information.