How a B2B Company Used HubSpot APIs to Upsell Ecommerce Customers [Case Study]

Your B2B company’s ecommerce site — and the customers who use it — could be an untapped trove of marketing opportunities.

In B2B, online shoppers are looking for more than prices and specs. They’re looking for answers. Every time someone visits one of your catalog pages, it’s an opportunity to provide those answers. It’s a chance to steer them towards helpful content — and in the process, capture their information for your marketing database.

But for too many B2B companies, the gap between ecommerce and marketing is a yawning chasm. Their ecommerce and online marketing platforms (like HubSpot) are black boxes, neither revealing their valuable secrets.

But shouldn’t you be able to market to the people who are already shopping for your products? Aren’t the people who already know your brand the ones most likely to become new or upsold customers?

One company, Boiler Supplies, thought so. Here is how they, with the help of our agency and the HubSpot APIs, spanned the divide between ecommerce and marketing.

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Aug 4, 2016 11:00:00 AM
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How to Grow Your Company’s Revenue Without Hiring More Salespeople



I have at least one discussion a week with a CEO who is trying to find ways to grow his or her small business ($500,000 to $5 million in annual revenue) beyond historical growth rates and has realized that, to do so, the company needs to do something different.

In most of these cases, there are some leads coming from the company’s website but the majority of new business is coming from referrals and existing relationships. The CEOs tell me, “I want to make next year a breakout year for us in terms of revenue growth.”

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Jan 21, 2016 2:20:01 PM
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The Year in Inbound: Our 10 Most Popular Articles for B2B Marketers in 2015

 

Before we get too far into 2016, we thought it would be interesting to look back one more time at 2015, a year of evolution for the inbound marketing world as a whole and for our agency, Innovative Marketing Resources, in particular.

In 2015, we published 73 articles for B2B marketers and business owners on our Innovative Marketer’s Blog. We’ve tallied up the stats. Here are the 10 articles you were most interested in reading in 2015.

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Jan 19, 2016 7:30:00 AM
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Do Salespeople Still Matter with Inbound Marketing? What the Data Says.

For some time now, we have heard that potential buyers do not want to be contacted by a salesperson during the awareness and consideration stages of the buyer’s journey. This statistic is often quoted:

“57% of the purchase decision is already complete before the customer even calls the supplier.” (CEB)

Many organizations are familiar with this statistic, but does it really mean sales has no role in the awareness and consideration stages? Many organizations have interpreted it this way, but I believe it’s a mistake.

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Dec 31, 2015 9:03:34 AM
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Does Blogging Frequency Impact Website Traffic?



As a partner at a Boston-based inbound marketing agency, Innovative Marketing Resources, I spend a great deal of time on the new business development front. I am having conversations with CMOs, CEOs, VPs of marketing, and admissions directors from all types of businesses and educational institutions every week.

It is clear to me that HubSpot has done a fantastic job of educating marketers about inbound marketing and the importance of educational, non-salesy content, but what I do not see consistently is a clear commitment by most of these organizations to the process of creating high quality content. (Here is a good blog post on what makes quality content).

Most organizations struggle to blog on a consistent basis. When I talk with marketers about blogging, the number one question that I am asked is, “How often should I be blogging?”

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Dec 3, 2015 8:17:00 AM
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Your Marketing Budget Isn't Going To Fix Your Business (how to fix it)

It’s that time of year. No, not the holidays, budget time. With few exceptions, companies are either making budgets for the coming year or doing mid-year corrections (you do make mid-year corrections, don’t you?) to their marketing and sales budgets. It’s an odd sort of dance. Usually sales goes first, because after all, they are traditionally the group that has to “commit to the number”. So sales makes a forecast based on a lot of assumptions. The sales number is an attempt to commit to the smallest number sales thinks it can get away with so that the big commission accelerators for going above plan kick in sooner. Pretty sneaky.

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Nov 24, 2015 4:32:08 PM
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How Do I Know My Prospect Is Ready To Talk To Sales?

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Oct 22, 2015 3:05:19 PM
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15 Questions That Will Help You Sell Better on LinkedIn

 

LinkedIn is the premier online arena for sales teams to prospect for and reach out to new leads. As of today, there are almost 400 million people on LinkedIn. That’s more than the population of the United States. Of those 400 million, there must be some who just might want to buy what you’re selling.

How can you build a LinkedIn profile to sell to these untapped millions?

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Oct 15, 2015 11:54:00 AM
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HubSpot API Enables Coupon Solution for B2B e-Commerce

Inbound marketing can create the kind of great online shopping experience that builds lasting satisfied customer relationships, but there are some current challenges to using the best tools, like HubSpot, to create an inbound-style online shopping experience. Great online shopping solutions seem to anticipate your needs and have the facilities and information to take the next step toward purchase just a click away when you need them. HubSpot doesn’t offfer a Business-to-business shopping cart solution that provides necessary functionality for B2B e-commerce:

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Aug 5, 2015 8:32:52 AM
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Confused About Lead Scoring? Lead Scoring 101

You used inbound marketing to transform that old website you thought was just an online brochure into a lead generating machine. But now as the initial shock wears off and you start engaging with your new leads, you’ve pretty quickly learned that some are better sales opportunities than others. You're not alone. Sixty-one percent of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. Sound familiar? 

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Jul 27, 2015 10:59:00 AM
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