When Datel, the UK’s main Sage associate with 40 years of heritage, determined so as to add Sage Intacct to its portfolio in 2021, they confronted a giant problem. This wasn’t simply including one other product to the combination, it meant attracting a brand new kind of purchaser, serving completely different industries, and establishing themselves in an unfamiliar market.
Working with Mix, Datel underwent an entire model and web site transformation powered by HubSpot Content material Hub. The problem was to protect their 40-year heritage whereas making a digital-first expertise that may construct credibility with new audiences as they launched a brand new product to an expanded set of patrons.
The outcomes converse for themselves. Since then, they’ve seen a 35% improve in turnover, 63% improve in revenue, and an 800% ROI on their advertising and marketing in-year funding.
The problem
Datel confronted a pivotal second in 2021. Regardless of their established dominance in Sage finance and ERP, they recognised that future development required adopting the cloud-based Sage resolution Sage Intacct and attracting an fully new business sector – service companies.
This wasn’t merely including one other product to their portfolio. As Emma Pownall, Datel’s Advertising and marketing Director, defined:
“We needed to appeal to a special kind of purchaser for a special kind of software program going by means of a special shopping for cycle. And from a standing begin, so we needed to set up a model in that house.”
Key challenges:
- Attracting new personas: Attracting a special kind of purchaser with completely different expectations and decision-making processes meant reaching new industries, completely different decision-makers, and diverse enterprise priorities
- Completely different purchaser behaviour: Cloud patrons analysis digitally and make selections in below 90 days, versus Datel’s conventional six-month relationship-based gross sales cycles
- Messaging shift: Conventional ERP patrons usually prioritise “efficiencies and optimisation” whereas these new patrons focus extra on “productiveness and automation”
- Platform necessities: Supporting a number of markets with completely different content material wants, purchaser journeys, and gross sales processes required refined content material administration and advertising and marketing automation capabilities past their present techniques
- Income safety: The transformation could not cannibalise their established income streams
The timing strain was crucial. Sage had supplied preliminary alternatives to assist launch Intacct, however this grace interval was momentary. By 2023, Datel wanted to generate their very own pipeline or threat shedding their strategic place with the product.
As Emma explains:
“We needed to appeal to a special kind of purchaser for a special kind of software program going by means of a special shopping for cycle. And from a standing begin, so we needed to set up a model in that house.”
The answer
HubSpot-powered digital transformation for strategic market entry
Datel partnered with Mix to execute a complete model and web site transformation powered by HubSpot Content material Hub.
Strategic model evolution
The model transformation wanted to protect Datel’s worth and experience whereas creating a visible id that would resonate with new decision-makers. The problem was sustaining the belief and credibility related to their established popularity whereas showcasing their method to a totally new viewers.
The rebrand preserved Datel’s iconic crimson sq., central to their id for 4 many years, whereas making a complementary visible system that would attraction to new patrons. Skilled images showcased their folks and experience, whereas bespoke hand-drawn illustrations communicated particular worth propositions related to the viewers.
The refined color palette maintained the important crimson whereas including heat and digital accessibility, making certain the model may work successfully throughout all digital channels whereas supporting the completely different messaging required for at present’s patrons.
HubSpot-powered web site
The web site transformation represented a elementary shift in technique and method, enabled by HubSpot Content material Hub’s options.
As Emma famous:
“We moved very a lot to a requirement gen web site, so we eliminated factors of friction for the client and ungated the entire content material.”
This entire departure from conventional lead era to purchaser enablement recognised that Intacct prospects needed complete info earlier than partaking.
HubSpot Content material Hub supplied the important platform for this transformation, enabling constant model presentation throughout all digital touchpoints whereas giving Datel’s workforce simple content material administration with out technical dependencies.
The platform supported their demand era technique by means of complete content material distribution, with HubDB integration dealing with advanced product info and sources.
The location was utterly reimagined round purchaser wants somewhat than firm construction.
Buyer microsite
Recognising that fifty% of their prospects stick with them for 5 years or extra, Datel wanted a dual-website method. The primary web site focuses on attracting new prospects, whereas a devoted buyer microsite gives a VIP expertise for present purchasers, utilizing a darker model remedy to create a premium feeling house.
The outcomes
The HubSpot-powered transformation fuelled distinctive outcomes that enabled Datel to spice up its enterprise trajectory and market place.
Monetary efficiency
The enterprise affect of the rebrand and addition of Sage Intacct was quick and sustained:
- 35% improve in turnover (2021 to 2024)
- 63% improve in revenue throughout the identical interval
- 800% advertising and marketing in-year ROI on closed-won income
“All the pieces else has stayed fairly regular, so the expansion has been fueled by taking this product on, attracting the suitable kind of patrons and rising available in the market.”
Emma Pownall, Advertising and marketing Director at Datel
Advertising and marketing efficiency
The HubSpot-powered transformation delivered constant quarter-over-quarter enhancements throughout all key advertising and marketing metrics.
The deal with producing and changing high-quality visitors noticed optimistic and constant development throughout the 12-month interval:
- 27% improve in MQLs (Q1 to This autumn 2024) with constant quarter-on-quarter enchancment
- 38% improve in high-intent MQLs
- 84% enchancment in session-to-MQL price, indicating dramatically higher effectivity at capturing demand
- 50%+ MQL-to-opportunity conversion
The affect
The transformation essentially modified Datel’s trajectory by means of 4 key parts:
- New visible id and market positioning established credibility with a brand new product providing from zero presence
- HubSpot platform infrastructure supporting multi-market operations and future growth with out extra funding
- Web site technique shift from lead seize to purchaser enablement dramatically improved conversion high quality
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