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CASE STUDY

Marketing Automation for Early Stage Businesses

How Securicy’s Decision to Prioritize Marketing Automation Enabled Revenue, Investment, and Growth.

The really hard choice many founders face.

The beautiful days of starting up – “What should I spend my money on?”. It’s a typical question that a lot of founders face. A website? Business cards? My bet is on marketing automation (and so was Securicy’s).

Small businesses face a lot of challenges. They’re often understaffed, have limited resources, and no one’s ever heard of them. As a new brand finding its way in the market, it’s important to make noise. Marketing automation does just that.

Conditions surrounding Securicy’s operations as a brand new company in the cybersecurity industry.

Like many founders, Securicy set out to build and launch a product online. Their software, a cloud-based system for cybersecurity compliance, was acquiring initial investment and building a team. The founders, Darren Gallop and Laird Wilton, prioritized hiring developers while balancing Sales between themselves.

This was okay for the first stretch of the business, but conditions changed. Securicy would need to hire more marketers and sales members, maintain a website, and build a lead generation machine (social media, blogs, webinars, etc). The founders considered several different options, but in the end decided to buy Hubspot.

What is Hubspot & how would it help my business?

Hubspot is a marketing automation platform with several other features and tools. Marketers use Hubspot to schedule blog posts, social media posts, have conversation, send email, and monitor website behavior.

But it’s heavy-weight feature is Workflows.

Directly from Hubspot’s knowledge-base article, here is the definition of a workflow:

A workflow is an automated set of marketing and/or sales actions that execute based on a starting condition. You can use workflows to automate your lead nurturing tasks, complete internal functions, and much more. The tool allows for multiple actions to execute at desired intervals and also includes the ability to use branching logic to perform specific actions based on how a contact has interacted with your content or website.

Some examples of workflow actions include:

  • Set contact or company properties in bulk.
  • Copy contact properties to company properties and vice-versa.
  • Automatically set an internal contact property, such as Trial Start Date.
  • Post your contacts’ data into another system via a Webhook.
  • Send out a follow-up email with your promised offer when a contact fills out certain forms.

A system of workflows enable Securicy’s revenue capacity

Using a complex set of workflows, Securicy is able to accurately sort and categories contacts that interact with their brand. For example, Subscribers belong to the Marketing Department, while Prospects belong to the Sales Department.

Furthermore, by using behavior-based workflows, Securicy is able to track and identify hot leads for sales enablement. Once triggered, a text message will send to the contact’s designated sales rep. No matter where (or when), the sales rep is able to intercept and interact with the lead.

Lastly, Securicy’s workflows keep data clean. By leveraging real-time dashboards and alerts, Securicy is able to maintain valuable insight of the actions and activities that drive growth.

Now that the machine is in place, Securicy is ready to scale.

Fuelling the Fire – The Benefit of Such a System.

The power of marketing automation ignites Securicy’s ability to drive leads, sales, and renewals. By leveraging Hubspot to its full capacity, their team is ready to acquire investment, grow, and profit.

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