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BigCommerce and Salesforce integration with HubSpot in order to ease the increase in traffic through content creation.

About Advent Hair:

Advent Hair began in 1994 as a direct manufacturer of quality-made hair systems for men. Over the years, they perfected the ordering and communication process with the Asian hair system manufacturers. Their factory now manufactures thousands of hair replacement units per month for individual hair wearers (both men and women) and salon resellers worldwide.

Nowadays, Advent Hair is an E-commerce-based wig seller run by owner Jeff Gill. Jeff’s emphasis and the mission of Advent Hair is and has always been placing the customer first — aiming to build long-term client relationships based upon trust and open and honest advice from a long-time figure in the industry.

They have attracted a customer base that has come to trust Advent Hair to deliver outstanding custom and stock hair systems and attractively priced supplies right to their doorstep in discreet packaging.

Project and Goal:

The goal with Advent Hair was to integrate BigCommerce and Salesforce with HubSpot while creating content for Inbound Marketing campaigns and thus increase traffic and leads in Advent Hair's site. 

For many years Jeff ran the company by himself. He wrote all the content, made all the phone calls, and tried to run the website. But later, he learned that he did not have a cohesive strategy to create the content, measure it, and also measure the sales from that content.

Furthermore, he also started using HubSpot many years ago but in a haphazard way. He did not integrate Salesforce with HubSpot, so all his data was divided into different websites. At that point, he decided he needed to hire an agency to help him with all of his inbound efforts, and that's when Digifianz entered the game. 

Once we started working with Jeff, we helped him integrate Big Commerce and Salesforce with HubSpot. By this point, he had three different platforms, all synchronized.

Throughout the years we helped him with all of the content creation and the inbound marketing campaigns. We created specifically curated social media calendars with over 15 posts including copies for all of his social media platforms. Every month we investigated what was trendy among hairpiece users, and what they needed. With that information we wrote four blog articles per month and a content offer every quarter. Last but not least, we created email marketing campaigns accompanied by workflows and automations every month, for specific products and quarterly email campaigns for specific Advent Hair promotions.

Social Media Post Example:

Blog Article Example:

Content Offer Example:

"Needless to say, it's just been a godsend to have these guys on my team. I'm a small company. I can focus on sourcing the product, building the website, and selling the product. What they help me do is create the volume of leads and traffic to my site and measure the quality of those leads.

I couldn't do it half as well as I can with these folks"

- Jeff Gill

Main Challenges:

We had a few main challenges; first of all, we had to analyze the content that Jeff had already created and decide if we should remove it or optimize it. On the other hand, due to the lack of connection between HubSpot, SalesForce, and E-commerce, we didn't have enough information to generate reliable reports.

So, we started by creating a Content Compass, a document with all the content already created by Jeff, analyzing what could be saved and what needed to be rewritten due to SEO purposes. After that was done, and we were set on what to do with all the content, we had strategic sessions to brainstorm content that aligned with what Advent Hair's targeted audience needed. 

In the process of creating the Content Compass, HubSpot proved to be a valuable ally. As a result, we had a better understanding of what we were dealing with when we needed to decide what to do with the existing content. 

While working with the integrations of Salesforce and E-commerce with HubSpot, our team was working against the clock. We had a week to connect everything and intertwine all the data that we had in each platform.

With Advent Hair's large growth in the last decade, came the need to track new customers more accurately, their resulting revenue, and which marketing efforts brought the largest benefit. While Jeff had integrated the Salesforce SDFC connector and Groove’s BigCommerce connector years ago to synchronize both his Salesforce and E-commerce deals to HubSpot, a data mapping and strategy process was not completed alongside the integrations, so the
information being passed to HubSpot was insufficient and inaccurate.

Through this data mapping and integration process, we took the time to understand each platform, how the data was connected between each platform, and what changes we could make to better leverage said data. We then implemented key changes that allowed Jeff to have increased visibility of key metrics, such as total income and revenue, across all three platforms.

Results and Outcome:

Since Jeff's company is small, it’s important for him to have complete control of where he allocates his resources. By being able to compare the performance of Salesforce-based sales to e-commerce sales, and by letting us handle all of his content, Jeff was able to balance his time more effectively.

Because of the property-mapping and data hygiene improvements we made, we were able to create a series of much more detailed reports. More detailed breakdowns offer a comparison of revenue per source from year to year, breakdowns of total amount and revenue by source, and both amount and revenue by promotion type. Yet again, these reports would not have been possible without the improvements we made.

These reports help visualize a breakdown of the amount of revenue earned each month, segmented by source. 

Conclusion

Throughout this whole journey of analyzing Advent Hair's existing content, data and optimization of it all, we developed a wonderful partnership with Jeff!

And thanks to the incredible work the team made with his integration, we could all trust that we were getting a full HD picture of what was going on inside Advent Hair. 

In order to carry out these strategies we had biweekly calls, where we worked closely to generate all the content Jeff needed for his website, his social media platforms, and his email marketing campaigns, so he could convert prospects into long-term customers without having to do everything by himself. This way, he could focus on what he did best: talk to customers on the phone and sell his products!

Make sure you take a look at Advent Hair's Blog!

Digifianz - A significant Game Changer for us!

"We are an e-commerce company where social media, email campaigns, and branding are imperative to driving our sales. Before partnering with Digifianz, we had been using HubSpot on our own in an ad hoc way and seeing decent results, but it was not consistent. We had daily, weekly, monthly, and quarterly activities, all driven by the Digifianz Team, and the results are amazing. With minimal guidance by my company, they take the initiative to research my niche, study my website, and design/develop remarkable content. When I read the blog articles and social media posts, I was so excited that they created it all on their own. I could never hire employees like these guys. Communication with them is very efficient, and I find myself creatively thinking of new promotions and campaigns that I would like; all it takes is an email to them to get it done! This frees me up for selling! And, before I forget, my monthly revenue is up 20% since partnering with them!"

Jeff Gill, Advent Hair

If you are searching for a qualified partner for your content creation, measurement, nurturing of leads and integrations within HubSpot, we would love to speak with you