HubSpot @HubSpot

Twitter generates leads for marketing software company – 150% increase in sales.

HubSpot Screenshot

The Challenge

Marketing software company @HubSpot wanted to find a more effective lead generation solution at the top of the sales funnel.

The Solution

@HubSpot used Promoted Accounts with marketing-related keyword interest targeting to reach B2B marketers. The company also launched Promoted Tweets in timelines targeted to followers and users similar to those followers. These Tweets offered educational content along with a specific call to action – inviting followers to attend an informational webinar, download a marketing e-book, or register for a free marketing assessment.

The Results

Sales from Twitter increased 150% after @HubSpot launched Promoted Accounts and Tweets, resulting in a 32% return on investment. “Twitter enables us to connect with a highly relevant audience,” says Dan Slagen, Head of Paid Marketing at HubSpot. “Not only are we driving new business at a 46% lower cost per lead, but our lead conversion rate is also 48% higher on Twitter compared to other platforms. We’ve been able to scale, and scale at quality.”


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