The Hubspot way to real customer loyalty
HubSpot develops cloud-based, inbound marketing software that allows businesses to transform the way that they market online.
Company Size: +5000 employees
Location: Cambridge, Massachusetts, United States
Extra: The world leader of inbound marketing innovation
Topic: Subscription renewal
HubSpot, developer and marketer of software products for inbound marketing, sales, and customer service. As their customers are high priority, Hubspot's customer success team loves to give branded gifts to their stakeholders. But if the team in EMEA wants to surprise clients with wearables in Europe, it costs them a ton of money and it takes lots of valuable time. As Hubspot is based in the USA, Sunday creates operational excellence in Europe for them. Our conversation with the USA team showed them that we could design, create and distribute all the preferred items for Europe in Europe. In the meantime, Hubspot has lots of different products available on our Sunday wardrobe™ platform. Resulting in a dramatic drop of the lead time going from 3 weeks to 2 to 3 days to ship anywhere in Europe. Offering a more sustainable solution, even the price dropped with a staggering 80% for the shipping cost.
Are you done not knowing what happens right beneath your nose? HubSpot makes it easy for your entire company to work together — from marketing, to sales, to customer service. And in all of that help you build remarkable customer experiences in a manner that allows your business to grow every day.
Hubspot was born out of the idea that consumers were no longer tolerating interruptive bids for their attention. It was founded on "inbound", the notion that people don't want to be interrupted by marketers or harassed by salespeople, they want to be helped.
Today, the inbound movement continues to empower businesses around the world to stop interrupting, start helping, and return their focus to the customer. In this study case you will discover the importance of a positive customer experience as it is crucial to the success of your business.
Hubspot: an inbound marketing and sales platform to grow your business.
HubSpot is the market leader of the sales and marketing world. The company reported $1 Billion in revenue in 2021. They provide tools for social media marketing, content management, web analytics, landing pages, customer support, search engine optimization and many more.
HubSpot has already passed some impressive challenges, expanding its product line, selling in nearly 120 countries, and remaining profitable while investing in growth. If you haven’t used one of its products, you’re likely to have found yourself on its website via one of its blog articles.
With more than 4,500 employees, they have worked hard to become an authoritative voice in the digital marketing world, providing detailed information and resources via its blog, online courses, downloadables and webinars. You won’t be surprised if you hear that they have nearly 114,000 customers across the globe. Their customer experience must be good.
It’s all about Customer Experience
The two primary touch points that create the customer experience are people and products. People, customers, ambassadors. They are Hubspot's priority. A positive customer experience is crucial to the success of your business, because a happy customer is one who is likely to become a loyal customer who can help you boost revenue.
Neuroscience proves that the best way to capture people’s attention, is to bake information into their memories, and forge close, personal bonds. Needless to say, to effectively engage people, you must stick out from the crowd. But what’s the best way to do so? Sending your subscribers personalized clothing for every right moment. A lot of companies use company clothing to get new customers, to get them signing up for a new subscription. That’s a great strategy, but even more important it can be used to keep your subscribers.
As a software company like Hubspot, it’s key to keep as many people subscribed as possible. Customer churn is one of the most important metrics to evaluate customer retention. By sending personalized items on the right moment before renewal you can actively reduce churn. With these items Hubspot can evoke certain feelings and emotions that consumers associate with their brand, driving them to not only subscribe as a new customer, but also to remain subscribed. And for this very reason, Hubspot knows they can win with personalized clothing items.
Despite hubspot comprehending the power of company fashion and willing to apply it, the hassle was too enormous. Their number one problem was distributing the right items to the right people at the right time. Without data or any follow-up and sky-high shipping costs, their project goal was completely surpassed. With their headquarters in the US and our presence in Europe, we literally built the solution. Therefore their employee headcount in Europe growing with 200%, it was relevant to bring a Sunday solution that has a solid EMEA strategy.
Operational excellence in Europe
Hubspot’s shipping hassle was soon to be resolved. With Sunday wardrobe® we have built a solution that makes shipping items becomes as easy as sending an email. With our inhouse software tool we can connect Hubspot with the logistical execution of sending a personalized package. This means Hubspot can send items anywhere in the world with the click of a button within the comfort of their own inhouse software tools. Moreover, we were able to reduce their shipping costs by 90% as a result of our fulfillment within Europe.
There was nothing further to prevent Hubspot from fully embracing company fashion as a strategy within their customer experience. Therefore our Sunday project managers helped Hubspot define the key moments in their subscription cycle. With the received data we automated a solution to actively reduce Hubspot’s subscription dropoff so their sales teams can focus on new business opportunities and upselling their current customers.
Drastically improve renewal rates through the Sunday Wardrobe
By determining key moments in the customer journey we helped them develop a company fashion box based on their budget for a renewal. After that we linked our Sunday wardrobe® software to their crm system to automatically send out ‘renewal packages’. Also we keep on measuring the renewal rates to improve this automatic service so the renewal rates keep growing. Because we were able to handle the process through to completion from designing till delivery throughout Europe, the lead time of the items has dramatically dropped.
Hubspot used to wait up to three weeks before an item reached the preferred customer. Now on average it takes between two to three days to ship anywhere in Europe. Resulting in a price drop with an 80% stack for shipping costs, because we ship from the heart of Europe it is way cheaper than shipping from the USA to Europe. Furthermore the solution is a lot more sustainable, because Hubspot's package does not travel across the world before reaching their client.
By automatically sending a package with goods to the subscribers you keep on the moment where most people think of cancelling, you can motivate them to stay and stimulate them to become better ambassadors. Offering personalized packages is a major plus for them, they often surprise their clients for birthdays or new births. Adding a handwritten note really makes the difference. After internal consultation, Hubspot gave us the green light to continue working on automations with the goal of keeping the renewal rate as high as possible as their most important key metric.
A final thought: the more you're in contact with your audience, the easier it will be for you to create an excellent customer experience.