13: How Impact Hub Singapore achieved a 400% increase in revenue using HubSpot with Apoorvi Patodia

[smart_track_player url=”http://traffic.libsyn.com/dailyhub/Apoorvi_Patodia.mp3″ title=”Apoorvi Patodia” image=”https://inboundaddons.com/wp-content/uploads/2017/02/Apoorvi-Patodia.jpg” social_linkedin=”true” permalink=”https://inboundaddons.com/apoorvi-patodia” tweet_text=”@ApoorviTO shares how Impact Hub increased revenue 400% with HubSpot” hashtag=”hubspot, #inbound” twitter_username=”InboundAddons” ]

If you’ve subscribed to The Daily Hub, click here to listen to the full interview and view the complete show notes.

Apoorvi Patodia is the Marketing Lead at The Impact Hub Singapore.  The Impact Hub Singapore serves the city’s flourishing community of entrepreneurs, creatives and techies through a unique co-working space located in the heart of the art and design precinct. The Impact Hub Singapore identified the need for a complete marketing and sales solution that would scale with their growing business early in their journey. They chose HubSpot in order to optimize their customer close rate by improving marketing and sales alignment. As a result of implementing HubSpot, they achieved a 400% increase in revenue month on month and a 200% increase in organic traffic in the first 7 months.  Apoorvi shares with us how The Impact Hub achieved these remarkable results.

[spp-tweet tweet=”@ApoorviTO shares ways how The Impact Hub achieved 400% increase in revenue month per month”]

Join us in the HubSpotters Facebook Group!

Time Stamped Show Notes

(click the time stamp to jump directly to that point in the episode.)

  • [03:47] – Samantha asks Apoorvi what Impact Hub did to achieve a 400% increase in revenue month on month. Apoorvi says that there were a lot of discussions on what kind of customers they are attracting and type of customers to attract. Their then-CMO sorted out those details and setup HubSpot.
  • [05:18] – Apoorvi discusses the “alignment between Marketing and Sales”.
  • [07:03] – Apoorvi says that Impact Hub uses HubSpot for almost everything (blog, landing pages, email marketing, campaigns, etc) so that they can track everything.  HubSpot helps them to be aligned as an organization.
  • [08:23] – Samantha asks if Impact Hub knows their buyer’s journey and the sales process. Apoorvi says that they are still looking into the buyer’s journey because when they were looking at it 2 months ago, they noticed that one of their tabs was confusing. Their conversion rate was affected and what they did was to tweak the wording and it immediately changed the conversion rate and the buyer’s journey.
  • [09:34] – Samantha says that Impact Hub are essentially doing Growth Driven Design because Impact Hub is using their customers’ user interaction and other customer intelligence to refine and optimize their website.
  • [11:00] – Apoorvi says that Impact Hub uses Google Analytics, conversion rate on HubSpot, and personal feedback from customers. She is currently exploring Hotjar as another tool to better understand the customer’ journey.
  • [12:17] – Apoorvi says that being clear with their landing pages and website information is one of the reasons they achieved 400% increase in revenue month on month.
  • [13:37] – Samantha asks about Apoorvi’s biggest success related to inbound marketing. Apoorvi says that one of the biggest successes is their blog posts and being mindful about what they stand for. They also make sure that they send 2 emails per month to non-members and members alike. They have specific differentiated content tailored for members and non-members in their newsletter and they saw an increase in email opens.
[spp-tweet tweet=”@ApoorviTO : Over time, your customer behavior is most likely to change”]
  •  [16:38] – Apoorvi says that her biggest mistake related to inbound marketing is not updating their customer persona because your customer behavior is most likely to change over time. That is something that they are currently focusing on.
  • [17:32] – Samantha asks on how Impact Hub refine their buyer personas and how to they evolve.  Apoorvi says that it includes the current membership and understanding their behaviors.
  • [18:44] – Apoorvi explains that their site content and blogs change based on how they refine their buyer persona. Their blog is split into various themes and other tweaks.
  • [19:30] – Apoorvi says that she is excited about looking at their workflows to see if there is room for improvement.
  • [23:49] – Apoorvi mentions that they are doing lead scoring and their sales team gets a notification once their lead is at a certain score level.
  • [24:25] – Samantha asks what activities contributes to the lead scores.
  • [25:45] – Apoorvi says that aside from pages visited and opt in forms completed, they have check-in forms (a landing page w/a form) that a visitor fills in when they come to inspect the environment which adds to their lead score.
    • This content is available to The Daily Hub Subscribers.  If you’d like to see Mary’s answers to the lightening round questions below, subscribe now and you’ll receive access to the full interview and lightening round answers right in your inbox. Questions covered here are:
        • What was holding you back from growing your business? 
        • What’s the best advice you’ve ever received? 
        • Share one of your personal habits that contributes to your success? 
        • Share a resource or tool that you’re using right now? 
        • Imagine you are starting a new role on a new industry tomorrow morning and you know no-one. You still have all the experience and knowledge you currently have, your food and shelter are taken care of, but all you have is a laptop and $1,000 dollars. The business owner tells you that things are incredibly tight and you need to achieve results quickly. What would you do in the next 7 days?
  • Note: If you are a subscriber to The Daily Hub and can’t see the answers above you need to login to view the answers.

Parting piece of guidance

      • “Ask for help because it’s out there. If you’re stuck on HubSpot, you can always ask for a call and just email support or HubSpot because they have the best customer service”

3 Key Points:

      1. Being clear with their landing pages and website information are one of the reasons the Impact Hub Singapore achieved 400% increase in revenue month per month
      2. Content and Blogs  should change based on how you refine your buyer persona
      3. Customer behavior is most likely to change over time so you have to constantly tweak your customer persona

Resources Mentioned:

The Daily Hub Subscribe