Assignar lifts game with sales and marketing overhaul

Cloud startup ‘punches above its weight’ with help from HubSpot

Sydney startup, Assignar, has overhauled the communications of its sales and marketing departments, both internally and externally, a move that’s increased monthly website traffic by 83 per cent and grown the customer base by 120 per cent.

Assignar is a cloud-based platform that supports construction contractors from the office to the field in real-time. The company has implemented HubSpot in a bid to improve conversion rates and reduce time for its sales and marketing teams. HubSpot is a developer and marketer of software products for inbound marketing and sales.

Assignar marketing manager, Niek Dekker, told CMO the construction industry is one of the least digitised industries in the world.

“They really struggle from a productivity perspective. Their main struggle at the moment in Australia is managing labour. There’s not enough people to do the work and companies are struggling to find them. So to be the system that can help manage that is massive for them.”

Niek Dekker
Niek Dekker

In that vein, over the last 12 month, Assignar has been focusing on having relevant conversations with the right prospect, at the right time. It has built a system that supports its sales team to qualify product fit in HubSpot. As a result, the company can then cherry pick the prospect that has a good product fit and are likely to close soon.

Dekker said this is a prime example of how the digital economy offers a unique opportunity for high growth companies to punch above their weight in marketing terms, by taking advantage of a variety of intelligent tools.

Assignar has 22 people in the Australian office, six in the US (Denver) office and four in the European (Prague) office. He expects the company to double its headcount in the next nine months. 

Essentially, Assignar’s operation platform for the construction industry - aimed at business owners and operation managers - helps companies ensure employees are at the right place, at the right time, with the right equipment.

“Imagine a crew of 200 workers out on different jobs sites so managing them and making sure everyone is safe and gets paid on time, is very important,” Dekker said.

“Before business owners and operation managers put in a solution like ours, their phone was glued to their ear. They would be on the phone the whole day, getting different calls from a lot of different people. It’s a very switched on, hectic role. So we help by organising it for them a little bit.”  

Tangible results

Dekker said the partnership with HubSpot has enabled the company to beef up its customer engagement and get greater visibility and control.

“With HubSpot, we can track when the target audience is on our website and is ready to have a discussion about a solution like ours,” he said.  

“It gives us the ability to see what content people engage with, and at what time. And it gives them a great sense of timing. . . and increases the productivity of our sales team.”

In order to have good sales opportunities, lead qualification is essential, Dekker explained. As such, the company has pushed HubSpot form submissions and website visits from highly qualified leads to a Slack channel in real time.

This has enabled its sales team to call the prospect when they are engaging with their content. The Slack channel has improved Assignar's answer rate by 200 per cent.

As a result, the sales team can now monitor marketing engagement. They have come up with specific pitches for different campaigns which makes the entire customer journey more engaging, Dekker said.

This has resulted in 60 per cent of demos being booked from inbound leads as well as +/-30 per cent larger pipelines for each sales rep. 

Since implementing HubSpot, Assignar’s online sources has increased by 250 per cent; and it has achieved an average month on-month revenue growth of nine per cent.

Personal touch

Assignar’s strategy moving forward is to further maximise its efforts to promote enhanced customer engagement, Dekker said.  

“We believe in the personal touch. And in our industry it definitely helps. We want to give our customers the support they need. It’s an operational platform that we have, but it’s also allowing our people to be able to leaders for our customers and help them.

“HubSpot is able to help us with that. It starts with the first engagement on our website, straight through to our sales and customer success. The plan is to scale out the business. Grow the teams, but sticking to those values where we can allow us to have full control of the conversation and be there for our customers.”

Additionally, he wants to focus on a referral strategy. “This would particularly work well in our industry because all of our customers are connected with leads. They work on the same projects together. There are many contractors working on the construction site and they all talk, so that dynamic we want to use. A bit of network effect and referral is what we’re exploring at the moment.”  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

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