07/21/2020

How HubSpot Accelerated CCL’s Timeline for Virtual Events and Increased Contact Generation by 58%

By David Masulli

The Client: 

CCL is a building materials company committed to serving builders, remodelers, and homeowners in southeastern Massachusetts. CCL focuses on impacting their audiences through creating industry leading resources and materials to be a trusted, valued resource and partner for all involved. 

The Challenge: 

Contractors rely on in-person events to learn how to use new products, tools and materials, network with leaders in the local industry, and to stay certified. CCL would hold these in-person events at their location in MA alongside the vendors and manufacturers who sell the material. Due to the world-wide pandemic, CCL could no longer hold these events. CCL was looking for a quick way to pivot as the working environment changed in totality. 

The Solution:

Using HubSpot, Figmints created a webinar training program. We built a training portal on the CCL website so any vendor could host a webinar and could add it to the training section. Within this learning page, we tracked both registrations on our end and their end through HubSpot for any webinar attendee. 

We created a ‘Webinar Digest Email’ that was sent once a week, which released new webinars to a specific list of people who opted into receiving and staying in the know. This allowed their current customers as well as potential customers in the area to continue getting these valuable resources and continuing education units (CEUs) from CCL’s vendors.

HubSpot products/tactics used:

Email marketing allowed direct communication to contractor contact lists to advertise the new webinar page, along as being the main tool to streamline updated via automated emails to webinar subscribers every Friday 

Workflows were utilized when training sessions where hosted by manufactures that required specific email follow-up 

Active lists populated webinar and training subscribers

Lead Capture CTAs were used to create lists and workflows to help streamline automated communication reminders and information. 

Training/webinar landing page resource center was built to house the most up to date information on these offerings.  Utilizing reusable blocks we were able to update quickly and easily and provide an accessible landing page for contractors to utilize along with website visitors to find while scrolling through the CCL site. 

The Results:

This project was set up in 7 business days in mid-April without extending the budget and continued through May 2020. CCL saw their second biggest growth in contact generation and event attendance since their partnership with Figmints in 2015. 

Once the templates were set up, the client could go in and add a new event in minutes real time using the easy-to-use, reusable modules page.

21% increase web traffic; 58.78% increase in new contact growth

106 of webinar attendees over a two month span 

30% higher than typical attendance for in-person events over the month

Thanks to easy to duplicate email templates, we could quickly duplicate, update content, and send a new email every Friday. 

33.28% open rate

3.26% click rate

9.8% click through rate

 46% increase in email contact subscriptions 

The Impact:

Overall the pivot to an easily configurable webinar and learning page will be useful in the long-term for CCL as they will be able to add future events, such as their bi-annual BuildOn Expo to the learning center. This helps their contractor and homeowner personas alike find events that are relevant to them.