Case Study: Streamlining Marketing and Sales for Voyage Travel with HubSpot

Client Overview:

  • ClientVoyage Travel Company
  • IndustryTravel and Hospitality
  • ChallengeManaging seven portfolio websites with inconsistent data capture forms, making lead routing and conversion performance reporting challenging.

Objectives:

  • Maximize usage of HubSpot: Sales Hub Enterprise and Marketing Hub
  • Standardize data capture across multiple websites to streamline lead routing to travel agents.
  • Implement comprehensive reporting on website conversion performance.
  • Enhance marketing, product, and sales performance through efficient use of HubSpot.

Process:

  • Form Standardization:
    • Standardized over 15 different conversion forms across various websites to ensure consistent data capture.

  • Data Capture and Reporting:
    • Integrated HubSpot for robust conversion tracking and created several dashboards to monitor website performance and lead conversion metrics.

  • Collaboration with Advertising Agency:
    • Worked closely with the advertising agency to optimize landing page performance and test various lead generation strategies, including eBooks and content marketing.

  • Lead Routing and Drip Campaigns:
    • Set up automated lead routing and personalized drip campaigns for 15 travel agents, including personalized videos and email correspondence.

Workflow streamlining lead routing into a single workflow, instead of several.

Custom dashboards to report on marketing attribution, conversion rate optimization, and sales across all websites.

Marketing Hub usage of client compared to Travel Industry baseline

Sales Hub usage of client compared to Travel Industry baseline

2024 Marketing Hub Stats

Key Achievements:

  • Unified PlatformConsolidated product, marketing, and sales operations into HubSpot, reducing operational silos and enhancing team efficiency.

  • Enhanced Website PerformanceUtilized tools like Hotjar, Google Analytics, and HubSpot to track new vs. old website performance, gauging improvements in user engagement and conversion rates.

  • Optimized Lead ManagementImplemented efficient lead routing and personalized communication strategies, improving customer engagement and conversion.

  • Enabled Growth ExperimentsFacilitated the execution of marketing and product experiments with real-time analytics, significantly improving decision-making speed and effectiveness.

Conclusion:

The strategic overhaul of Voyage Travel's lead management and reporting systems through HubSpot transformed their approach to marketing, product management, and sales. By standardizing data capture and enhancing analytics capabilities, Voyage Travel not only streamlined internal processes but also unlocked new opportunities for growth experimentation. This project exemplifies the power of leveraging HubSpot to align business functions and drive performance in the competitive travel industry.

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