How this fintech startup is improving content marketing and lead generation
Financial marketplace startup, Neu.Capital, claims cost per acquisition has dropped by 60 per cent and content marketing quality has gone up after implementing an inbound marketing and sales platform.
The company was formed in 2015, and provides an alternative capital marketplace for established mid-sized Australian and New Zealand companies looking to raise debt or equity of up to $100 million. The matchmaking service officially launched in August with six deals live in the platform, two to launch in coming weeks, then several more in January 2017. It also plans to launch in the UK in Q1 next year.
Neu.Capital co-founder, Joshua Khoddami, told CMO lead generation activity had been going on for 14 months. To achieve this, the company set up a number of platforms, including Zoho’s online technology, a proprietary CMS system, Salesforce, Google Analytics and Keywords, Marketo marketing automation, Hootsuite and MailChimp.
While it was a rich suite of tools, several were too large and complex for a business of Neu.Capital’s size. The other problem was the difficulty getting systems to speak to each other, Khoddami said. As a result, the group sought an alternative system to advertise, publish, track and follow-up on potential leads, and implemented HubSpot’s solution at the beginning of the year.
CMS is the one platform Neu.Capital hasn’t migrated to HubSpot, but Khoddami said it’s looking at how to use the vendor’s multinational capability so people can access different sites through the same CMS instance.
Khoddami said the big benefit is having all lead activities in one platform. Importantly, by integrating sales processes, the team also been able to gauge the success of its marketing campaigns, he said. Another big win has been the inbound training program staff have undergone as part of HubSpot certification.
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