IdeaPaint makes paint that can turn walls, tables, and anything else you can paint into a dryerase board. IdeaPaint’s Chief Marketing Officer Marcus Wilson spoke with us about how HubSpot’s analytics helped him figure out how potential leads were getting to the site.

1. Customer Case Study:
IdeaPaint Uses Marketing Analytics to Make
Smart Investments
IdeaPaint makes paint that can turn walls,
tables, and anything else you can paint into a dry-
erase board. IdeaPaint’s Chief Marketing Off cer,
i
Marcus Wilson, spoke with us about how HubSpot’s
analytics helped him f gure out how potential leads
i
were getting to the site.
HubSpot Results Summary:
Growth in Lead Volume
●
Better data on leads by using lead grader
●
10,000 more visits per month compared to December 2009
●
Achieved 14.9% conversion for all landing pages
●
14% conversion for all organic leads to customers
Challenge:
Complex Tools with Unreliable Marketing Data
Before HubSpot, Marcus and IdeaPaint were using an online solution that was
moderately helpful, but was ineffective when it came to marketing the company.
According to Marcus, the data it gave them was unreliable and caused him to “lose
faith” in it. IdeaPaint wanted to know what was contributing to their success, and what
“the path from visiting the website to actually becoming customers was.”

2. Solution:
HubSpot Marketing Software
With HubSpot’s sources dashboard, IdeaPaint is gets in-depth analysis of how
people found the IdeaPaint website with a simple mouse click. With this knowledge
they can determine which areas to focus marketing investements on and how to
drive even more traff c to the site.
i
Another important analytic tool Marcus uses is the keyword grader, which allows
IdeaPaint to see what words people are using to search for IdeaPaint. He can turn
this information over to his sales and marketing teams so they know which words to
might drive more qualif ed leads and sales.
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IdeaPaint takes advantage of HubSpot Large’s consulting service to get one-on-one
support with HubSpot staff helping them make sense of their leads and decide what
move to make next.
HubSpot’s analytics have translated into a much better understanding of leads
for IdeaPaint. With the knowledge of where the leads come from and what
factors cause them to convert into customers, IdeaPaint has been able to have a
much better idea of what is working. Also with all the reporting in one location
and gathered using a single easy tool, Marcus no longer has to spend a long
time analyzing different types of data.
HubSpot’s integrated marketing software can help you focus on leads that will
actually benef t your company. To learn more, check out HubSpot’s free trial or
i
request a customized demonstration.