The Florida Institute of Technology (FIoT) is a private research university specializing in science and engineering. A key aspect to FIoT’s business is in converting leads to students, and they realized that their lead conversion rates were far below what was projected. Following customer surveys, they identified a bottleneck present in their legacy course application process. Despite the university being well provisioned to offer the right product, prospective students were being put off by the forms which needed to be completed when applying for a position. A second area that FLoT identified was that their existing website did not facilitate the querying of data such as reporting analytics about who was actually visiting it. Florida Institute of Technology listed their e-marketing requirements as:
Florida Institute of Technology were eager to make the of HubSpot’s landing page facilities for the creation of shorter, simple application forms. Having used HubSpot’s built-in templates to investigate potential designs, FIoT were able to utilize HubSpot’s analytics to monitor website performance, and to identify those marketing activities which generated the most traffic and leads.
The HubSpot implementation provided Florida Institute of Technology with:
HubSpot enabled FIoT to optimize their e-marketing strategy over-night by simplifying the student application process and by using analytics to see how well their marketing assets were working. They experienced immediate benefits from the integrated platform which enabled development of simplified landing pages which led to improved lead conversion. FIoT also found that HubSpot’s analytics gave them the data from which to plan future campaigns.
HubSpot drove FIoT’s e-marketing in the following ways :
With regard to results, HubSpot enabled FIotT to experience:
The university’s application process has moved into the digital age.
“We have seen an increase in university applications by over 37%”
Our landing pages are attracting 66% more leads than ever.
What then, is the solution for achieving our integrated B2B sales and marketing goals?
Salesforce Sales and Marketing Integration Roadmap.
Thousands of companies in the US alone have subscribed to the services of Salesforce and a marketing platform. Perhaps they have even begun to integrate the two using an “out-of-the-box” integration solution. Unfortunately, current solutions only “map and sync” data between the two platforms. This alone won’t suffice-- an expert level approach is often now necessary to ensure proper implementation every step of the way.
We must define and develop a methodology that provides an infrastructure to streamline both platforms to their full capacity. As such, teams can focus on the most important goal-- identifying the best opportunities that lead to conversion to revenue. As such, an enhanced roadmap would allow marketing teams to more comprehensively partner with sales teams, so that sales may improve on to maximize growth.