“Facebook advertising became such a rich source of new leads for us, we had to hire a campaign manager to take over the accounts.” - Geoffrey Gualano, Head of Marketing, Hubdoc (Acq Xero)
As a successful startup, Hubdoc had already developed and brought an innovative application to the market. But even though it had an excellent product, the company struggled with marketing automation and paid acquisition.
Part of the issue lay with its marketing systems. Geoffrey Gualano, Head of Marketing, Hubdoc, explains:
“We had HubSpot as our marketing automation tool, but in reality we had little automation or system integration,” says Geoffrey. “In fact, we did most of our reporting in Excel and continued to send out emails manually.”
The company also struggled to define its marketing funnel. Geoffrey and his team would send email blasts to everyone on their list, regardless of what kind of leads they were.
Adding to the complexity, Hubdoc’s CRM was quickly approaching end of life.
“We were using SalesforceIQ, which was scheduled for retirement,” says Geoffrey. “So the pressure was on to find a replacement.”
Further, Hubdoc struggled to get traction in paid acquisition.
“We were getting all kinds of leads organically with our content creation and SEO, but we couldn’t make the leap to paid acquisition,” says Geoffrey. “We had tried with Facebook advertising—but we fell flat on our face.”
Also, Hubdoc had hired a new team member to take over marketing operations, but he needed a little additional support. So the time was ripe to bring in an outside consultant.
“We were getting all kinds of leads organically with our content creation and SEO, but we couldn’t make the leap to paid acquisition. We had tried with Facebook advertising—but we fell flat on our face.”
Fortunately, the Hubdoc team was already familiar with Kamil and his agency, so making a choice was easy.
“Kamil and 42 Agency have a proven track record,” says Geoffrey. “Kamil knows what he’s doing. He’s also a good person, an empathetic listener and super easy to work with. It’s this combination of hard and soft skills that made us want to work with him.”
Kamil started by auditing Hubdoc’s current marketing operations and, shortly after, got to work on Hubdoc’s processes and reporting.
“Kamil helped us define and implement our marketing funnel within HubSpot, bringing in functionalities such as lifecycle stages,” says Geoffrey. “These have been incredibly helpful for segmenting and tracking.”
With all these foundational pieces in place, Kamil moved on to demand generation.
“He helped us understand what assets would perform best on Facebook and gave us a framework for AB testing and optimization,” says Geoffrey. “He also integrated Facebook Ads Manager with HubSpot to make things faster and easier.”
Throughout the process, Kamil gave the Hubdoc team thoughtful guidance and feedback.
“Many agencies bend to the will of the client too quickly,” says Geoffrey. “Kamil is confident enough to voice his opinion and do it in an incredibly respectful way. And what he has to say is usually right.”
Today, Kamil continues to be welcomed and appreciated by the Hubdoc marketing group.
“Kamil feels like a member of our team,” says Geoffrey. “Whenever he comes into our office, everyone wants to say hello or give him a hug.”
“Many agencies bend to the will of the client too quickly. Kamil is confident enough to voice his opinion and do it in an incredibly respectful way. And what he has to say is usually right.
500+ new leads per month
Thanks to Kamil and 42 Agency, Hubdoc is now generating over 500 new leads per month through Facebook advertising.
Costs per leads are also below target. The Hubdoc group is getting 30% lower cost per click with Facebook advertising than other paid channels.
“We were aiming for an aggregate cost per lead of around $35,” says Geoffrey. “Kamil is bringing in leads well below that on Facebook.”
In fact, the volume of leads has been almost overwhelming.
“Facebook advertising is such a rich source of new leads for us, we had to hire a campaign manager to take over the accounts,” says Geoffrey.
The strong marketing foundation that Kamil put in place for the Hubdoc team continues to serve them well.
“Thanks to Kamil, we have more customers and demand than we know what to do with,” says Geoffrey. “It’s been a game changer for us.”
“Thanks to Kamil, we have more customers and demand than we know what to do with. It’s been a game changer for us.”