INDUSTRY WATCH
Christina Knock , Head of Marketing , Sonder
has helped us achieve 278 % YoY growth for marketing generated sales-qualified leads , and a compounding annual growth of 288 % for marketing-qualified leads . Additionally , our recent LinkedIn quarterly business review showed our engagement rates were 60 % higher than industry benchmarks . In recent years , our ability to use LinkedIn and HubSpot has fuelled our top-offunnel , awareness and demand creation and has led to a compounding annual growth rate of 64 % for social traffic .
We have completely automated our LinkedIn company targeting through HubSpot which has resulted in campaigns going live three times faster . Thanks to the integration we can send an active qualified audience list of ideal customers to LinkedIn , and narrow our targeting filters based on size , industry and buyer persona to make sure we are telling the right stories , to the right people at the right companies .
Sonder has built a sophisticated marketing ecosystem over the last three years using HubSpot as our source of truth for marketing and sales data . Directly integrating tools designed to future-proof our marketing efforts and gather more first-party intent data , has helped to drive acquisition and improve performance .
The various integrations we ’ ve implemented through Hubspot have given us world-class capabilities to analyse and assess data from all parts of the market , driving our ability to attribute revenue and therefore make better data driven decisions to scale our growth .
What have been the key challenges for Sonder when it comes to scaling the business ? How have you overcome these ?
Finding new audiences and getting in front of the right buyers at the right time has been challenging at times . For our marketing team , whose focus is on attribution , challenges around what ’ s creating opportunities and driving revenue are all common pain points . Data is primarily what helps us get closer to solving these challenges . Self-attribution mixed with great CRM data from LinkedIn , for example , helps us identify and double down on the things that are making a direct impact to the pipeline .
Another challenge has been in scaling our capabilities . Specifically , how we can become more efficient and ensure we are putting spend on the channels that are producing quality results . HubSpot has played an integral role in this and in our ability to work cohesively , collaborate , and deep dive into data and insights pulled from the CRM . Analysing relevant CRM data like sales-qualified leads and pipeline revenue , and cross referencing with platform performance , gives us a clearer understanding of what ’ s working . We are then able to send that data back into Google Ads and LinkedIn to optimise our bidding .
The size of our sales team has tripled over the past year and we have expanded operations .
HubSpot has been able to meet our requirements along the way and support our scaling into new geographic regions . Despite most of our new hires having limited experience with HubSpot prior to onboarding , all have been able to rapidly adopt the platform tools via help from the comprehensive knowledge base articles , live support agents and community forum posts . This has resulted in assessed productivity improvements to the sales operations team of around 30 % during onboarding and has reduced time to adoption and tool competency by 50 %. p
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