SaaS Marketing Case Study: HubSpot for SaaS

D-Tools is trusted by nearly 7,000 companies across 80 countries with its award-winning estimating and management software for AV and low voltage system proposals, designs, and project management.

Yet, the B2B SaaS company was coming up against two hurdles: its website and marketing strategy were due for a refresh, and its marketing enablement software – Marketo – wasn’t equipped to help the company scale in all of the ways it needed to.

To solve for the challenges, D-Tools was gearing up to make a definitive shift from Marketo to HubSpot and needed a strategy to maximize ROI on its HubSpot investment and refresh web and marketing initiatives. The company was aiming to generate more brand visibility in search results, increase web traffic, and drive a higher volume of sales leads from the website.

D-Tools partnered with Mole Street for two key business objectives:

Support the implementation and onboarding of HubSpot
Develop a data-driven, scalable, organic search-driven growth and inbound marketing program to attract and convert more web visitors

The Mole Street team got to work immediately on the following initiatives:

Migrating D-Tools from Marketo to HubSpot
Planning, designing and developing a new website on the HubSpot CMS
Developing a data-driven content and keyword strategy to support a blog and case study program
Conducting SEO technical audits and implementing a new URL structure to support a more competitive website

The results were immediate and have remained long-standing and consistent. Within the first six months, D-Tools was landing in position 1 in organic search engine results for high-value industry keywords.

In the first year of working with Mole Street, D-Tools also experienced a 258% increase in new visitors through organic search.

Growth-Driven Design

Mole Street was tasked with redesigning the D-Tools website on the HubSpot CMS. The goals was to develop a site that better encouraged buying behavior and nurtured web visitors along the buyer’s journey.

To maximize opportunities around purchase intent, our team reorganized the sitemap to ensure that top navigation elements visually aligned with the buyer’s journey. We launched a side-by-side product comparison table and a pricing page, as well as moved items that were not specifically focused on new client acquisition to less prominent main navigation locations and areas within the footer navigation.

Finally, the website needed an updated look, which the Mole Street team created with a new, atomic design. The design featured reusable row types and page templates so that the D-Tools team was empowered to make web updates with the confidence that a universal look and feel would be maintained as the website (and business needs) evolved.

Our team also designed and built on-brand and eye-catching marketing collateral templates for landing pages and email newsletters. Creating an organized home for the templates was part of a larger initiative that Mole’s Street’s HubSpot consulting team ran to ground.

Stemming from a robust, keyword-driven editorial calendar, Mole Street helps D-Tools create and publish compelling and educational content for its target market. As part of this initiative, we create lead-generating content to assist in the growth of warm contacts and leads.

Over the first year of working together, our team’s SEO adjustments, alongside the content strategy work, resulted in a 162% increase in organic sessions to the D-Tools website, in addition to achieving position #1 on the SERPs for multiple, high-intent, industry-specific keywords.

Most notably, Mole Street helped to turn D-Tools’ website into a content and conversion machine, resulting in a 258% year-over-year increase in new visitors through organic search.

The triple-digit growth in organic performance is hard to argue with, but ultimately, we here at Mole Street are only satisfied if the companies with whom we work feel the same way. The D-Tools team continue to feel enthusiastic about the work we do, the method in which we collaborate with them, and the results we continue to drive for their team.

162%

Increase in organic sessions to website

#1

On SERPs for multiple high-intent keywords

258%

YOY increase in new visitors via organic search

“We saw an immediate ROI – our web traffic increased exponentially and that was in less than three months of working together and implementing the Mole Street team’s suggestions. In addition to helping us implement HubSpot and roll out a comprehensive content strategy, [Mole Street Principal] Brendan Walsh and his team have become trusted advisors.”

Tim Bigoness ─ Chief Marketing Officer, D-Tools

Technical HubSpot Consulting

After completing migration work from Marketo to HubSpot — and with a new website up and running and a content program expanding weekly — visibility into results became top priority for D-Tools as they looked to assess the ROI of their HubSpot (and Mole Street!) investment.

Our HubSpot consultants built custom reports and dashboards for D-Tools to clearly understand its online performance metrics. In addition to HubSpot’s default marketing analytics software – which highlights basic KPIs – our team developed customized, multi-touch attribution reports to track marketing contacts and revenue. These reports provide D-Tools with specific metrics the team needs, right within the HubSpot portal.

To ensure the D-Tools team was empowered with the knowledge they needed to run the company’s marketing campaigns on HubSpot, we customized HubSpot training sessions for their employees.

“Mole Street goes above and beyond to deliver results. Working with their team has been an absolute pleasure and just a great fit for our business. From my first interaction through the day-to-day working relationship, the focus is and has been on helping us meet and exceed our objectives. Our meetings are not simply status updates, they are collaborative, working sessions that often uncover hidden opportunities that can be immediately applied to help our efforts to improve our content strategy, SEO optimization, and website user experience. In addition to helping us successfully onboard HubSpot as our marketing automation platform, it is their approach to helping us understand how we can leverage HubSpot as the cornerstone of an overall inbound growth strategy that has had a positive impact on our website traffic, inbound conversions, and overall digital presence.”

Tim Bigoness ─ Chief Marketing Officer, D-Tools

Client: D-Tools

Client

D-Tools is an industry-leading estimating and design software provider for AV and low voltage system integrators.

Solution

Challenge

Solution

D-Tools partnered with Mole Street for two key business objectives:

Support the implementation and onboarding of HubSpot

Develop a data-driven, scalable, organic search-driven growth and inbound marketing program to attract and convert more web visitors

The Mole Street team got to work immediately on the following initiatives:

Migrating D-Tools from Marketo to HubSpot

Planning, designing and developing a new website on the HubSpot CMS

Developing a data-driven content and keyword strategy to support a blog and case study program

Conducting SEO technical audits and implementing a new URL structure to support a more competitive website

The results were immediate and have remained long-standing and consistent. Within the first six months, D-Tools was landing in position 1 in organic search engine results for high-value industry keywords.

In the first year of working with Mole Street, D-Tools also experienced a 258% increase in new visitors through organic search.

“Partnering with Mole Street has been, by far the best decision I’ve made in the 15 years I’ve been with the company. The team at Mole Street goes above and beyond the typical client engagement, and I can honestly say that they have become a part of our team.”

To support the web build and fuel organic growth further, our content strategists ran a technical SEO audit to find areas of improvement where the D-Tools’ site could run more optimally.

Our content team also applied a new SEO keyword strategy which contributed to the sitemap overhaul and provided a map to update on-page elements like header tags, meta descriptions, and internal links.

Beyond the website build out, Mole Street’s content team collaborated with D-Tools to understand its competitive landscape, buyer personas, and customer needs to create content and convert traffic.

162%

#1

258%

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