356 leads generated by ads in 2020
30% increase in revenue over 2019
Pype was acquired by Autodesk in July 2020
We knew the best ways to get visitors to convert on ads was to create lead magnets that solved problems for our personas. We've got several eBooks, checklists, and guides that construction managers LOVE!
We wrote copy that would resonate with our audience and compel them to take action. We were able to get in front of them by targeting the keywords they searched as they looked for solutions to their challenges.
Leads need to be nutured, We built a workflow for our main offer - an eBook about Autospecs - that had several follow-up emails so the leads could be warmed up into a sales opportunity.
We used HubSpot every step of the way. Here's how:
No marketing campaign is complete without compelling landing pages. Pype's target audience are blue-collar folks that were super busy. If we didn't capture their attention immediately and grab them in that moment, we might never get the chance again.
Managing all of these ad campaigns would not be possible without HubSpot's ad tools. The benefits of having everything all under one roof allows us to operate quickly and efficiently.
Using HubSpots lists tool, we've been able to track not only net new leads but quickly look and see who's converted on the ads, where they came from, and whether or not they're qualified.
By connecting everything we do to campaigns, we're able to track not only the ads but everything we do in HubSpot - landing pages, emails, workflows, and revenue.
Pype has held a series of webinars over the past 2 years in which they showcase their products, solve problems for their personas, and demonstrate themselves as thought leaders in the industry.
We've generated signups for these events by building targeted audiences on Campaign Manager and running both Sponsored Content and InMail ads.
We also created some Facebook retargeting ads for people who came to our landing page but didn't convert.
We used HubSpot's integration with DataBox to create a dashboard that we review every week to track the progress on our KPIs, measure our goals, and look for opportunities to improve.
Paid ads have become the #1 source of new contacts coming in. We generated 272 leads on paid ads in 2019, our first year partnering with Pype.
In 2020, Paid Search became the #1 source for new contacts with 356, plus 42 from paid social, for a total of 398! That number will of course surpass 400 by the end of the year.
Paid search also created 28 customers for Pype in 2020.
Creating leads is one thing - but making them qualified is another entirely. The great news has been that paid search made up 23% of the qualified leads delivered to the Sales team in 2020!
Of those qualified leads being delivered to the Sales team, 22 of them turned into deal - behind only Organic Search and Direct Traffic.
Pype increased their revenue by 30% in 2020!
Because of Pype's incredible software platform and the tremendous growth they've seen the past couple of years, they were acquired by AutoDesk in July 2020.
This is a HUGE deal! Autodesk is a major company and the fact that they acquired has validated everything that Pype has achieved.
Pype will be a critical component of Autodesk's construction division and with the support of their new parent company, the future for Pype is very bright indeed.
"I would definitely recommend Web Canopy Studio. I've had a blast working with them - they bring high-energy personalities, a fresh perspective, a ton of knowledge and experience, and no BS.
We're able to have candid conversations with each other about campaigns, strategy, and goals
and they bring a lot of value as an extended
part of our team."
- Sarah Lee, Pype
If you are struggling generating traffic to your website and converting them into quality leads for your Sales team, let's chat. Click on the live chat icon on the bottom of this page, and let's chat. Cheers!
