AES International exists to share knowledge to help its clients make better decisions with their money. The UAE-based B2C financial services firm employs its own fiduciaries providing information directly to its clients rather than through brokers.
The main issue being faced by the small marketing department was a lack of high quality lead generation.
With minimal staff the marketing team wanted to move beyond a reliance on outbound marketing (cold calling, flyers, events) and improve the integration of its inbound marketing, which at the time was a collection of disconnected digital tools, to generate more leads.
AES started using HubSpot’s easy interface in May 2014 on the recommendation of a new hire. The rest of the organization was asked for blog post ideas and landing pages they thought that prospects would find useful; optimized content was developed around these for SEO purposes.
Marketing automation and integrated tools from HubSpot provide customer insights and time-savings for the team and beyond:
Finding success in these areas AES moved its entire website to HubSpot CMS, removing guesswork and improving inbound marketing further by providing insight into what works and transparency into what doesn’t.
Greater buy in was achieved as financial staff:
The entire business plan at AES is now built around the marketing department and AES has seen:
AES won “Best Global Adviser Firm in 2016” due to its distinctive approach based on financial education and expertise.
AES has refocused its entire business on marketing integration with Hubspot, multiplying traffic by 10 times and inbound marketing leads by 7.5 times.
Smart Forms, Social Inbox, Workflows and Lists enable the development of better relationships, consistent branding and 24/7 responsiveness.
Profits increased by 100% and AES won “Best Global Adviser Firm in 2016”.