Solocal Case Study

“Markentive helped us launch a complex project and quickly analysed our needs to provide for a powerful inbound strategy, comprehensive HubSpot training, and deliverables that keep us on track and allow us to achieve our goals. We were especially pleased with their availability and responsiveness on the various communication channels.”
Maximilien Grolier, Lead Product Manager at Solocal

About Solocal
Solocal specialises in advertising and digital marketing for local businesses. Founded in 2009, it has grown into one of the leading European groups in terms of Internet advertising revenue and employs over 4300 employees.

Challenge
Solocal was in the process of a strategic redesign to digitise its services. In order to deliver on its goals  the company embarked on a strategic overhaul that included the creation of new media and the implementation of an inbound strategy.

To carry out this project, Solocal sought a marketing automation tool to support this new strategy, as well as a dedicated team to accelerate its implementation 

Solution 
In light of these goals, HubSpot was the perfect solution. By leveraging Markentive’s HubSpot expertise, we were able to improve the quality of leads, create a marketing automation strategy for new media, centralise the management of new media and integrate HubSpot with the Solocal IT ecosystem to automate lead processing.

In order to deliver on these ambitious goals, we: 

• Reviewed the statistics and ergonomics of the current website and delivered recommendations to optimize conversion
• Defined inbound marketing and marketing automation strategies for each media channel
• Devised recommendations for optimizing current and new content in line with the inbound strategy and previously defined personas
• Segmented and customized the HubSpot environment for each new media channel in a single portal
• Connected an attribution tool to HubSpot for customer journey tracking
• Offered consulting and support on how to connect HubSpot to existing tools
• Provided the Solocal team with personalized training in HubSpot Marketing Hub

Results

• -45% cost per lead
• 1200 leads generated per month
• 8000 white paper downloads 
• €120,000 saved on marketing expenses
• Implementation of a powerful API between HubSpot and the Solocal IT ecosystem
• Automation of lead processing and Solocal customer relationship management
• Creation of inbound-friendly resources (landing pages, emails, etc.) for each media channel
• Framework documentation and strategy implementation on HubSpot Marketing

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