HubSpot success story · Wire and cable distributor

How a wire and cable distributor grew marketing-attributed revenue 9X after leaving Pardot for HubSpot.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Allied Wire and Cable needed six tools to build every campaign around Pardot, and it could not trust the tracking. After moving to HubSpot, one person can build a campaign, and the company reports nine times the marketing-attributed revenue.

Business: Allied Wire and Cable
Market: United States
Goal: Replace Pardot and a stack of add-on tools

Distribution warehouse aisle with tall racks of boxed stock

The results.

Compared with the period when the company used Pardot. HubSpot gives no starting figures, measurement window or sample size.

9Xmarketing-attributed revenue compared with Pardot
5-6Xemail views and open rates compared with Pardot
50%increase in customer satisfaction

HubSpot does not publish a baseline period or method for these figures; they are the company’s own reported results.

The challenge.

Allied Wire and Cable is a family-owned company and one of the largest independent wire and cable distributors in the United States, serving government, military, aerospace, automotive, telecommunications and manufacturing customers for more than four decades. Its sales cycle ranges from the same hour to five or six months.

For years the marketing team ran on Pardot, which had fallen behind. Its connection to Salesforce was unreliable, it could not build good landing pages, and its email design fell short, so the team added a landing page tool, a separate email designer and workarounds to make forms connect. Every campaign took six tools and four people, and the tracking was not reliable enough to alert sales when a buyer engaged.

What they did.

Marketing Hub Enterprise · Service Hub Professional · Salesforce integration · Attribution reporting

A fast migration: Everything moved from Pardot to HubSpot Marketing Hub Enterprise, with the Salesforce connection switched on. The team expected weeks of pain; it was fully running in less than two days.
One tool instead of five: Landing pages, email design, forms and sending moved into one platform. Designers build emails and writers build ads from a shared asset library.
Attribution the team can trust: Attribution reports show opens, clicks, conversions and revenue in one dashboard, so the team can see what works and fix what does not.
Segments from any CRM field: Subscribers are segmented on almost any field in the CRM, with timing based on how engaged each contact is.
Service moved over too: Eight customer service staff were up and running on HubSpot’s help desk in about three days, and the team now handles roughly 300 to 400 tickets a day.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Fewer hand-offs, more campaigns: A campaign that needed four people and six tools now takes one person. That frees the team to send more targeted campaigns, more often.
Better email reaches more people: Well-designed emails sent to tight segments get opened, which is where the five to six times lift in views and opens comes from.
You cannot grow what you cannot see: Reliable attribution showed which campaigns produced revenue, so budget and effort moved to those.
Sales and marketing in sync: With the Salesforce connection working, sales got better leads further down the funnel instead of cold names.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our hubspot setup and management.

Migrate without the drama: We plan and run your move from Pardot or another platform into your HubSpot account, including your Salesforce or CRM connection.
Retire the extra tools: We rebuild landing pages, forms and email templates inside HubSpot, so one person can launch a campaign.
Segment and send better email: Our email marketing team builds segments by product, industry and engagement, so the right buyers get the right offer.
Tie ads to revenue: Our Google Ads and Microsoft Ads campaigns feed the same attribution reports, so you see revenue by campaign, not just clicks.