New: Parts of this case study are discussed with Justin from RealVNC in our “How I Met Your Buyer” Podcast, out now!

Executive Summary

“In the first 60 days, we doubled our conversion rates, while driving a 13% overall incremental increase in monthly revenue, by integrating Lift AI’s Buyer Intent Scores with our HubSpot Chat, Lead Scoring and other tactics”
– Justin Wagg, VP of Marketing at RealVNC

• RealVNC layered in  “buyer intent” to their HubSpot sales and marketing tactics, driven by Lift AI website behavioral buyer intent scores
• This enabled RealVNC to create highly targeted conversational marketing experiences, optimize lead scoring, and streamline outreach to the most promising prospects.
• Overall 13% increase in overall monthly self-serve revenue
• HubSpot Chat: 71% increase in  individual customer conversion rates
• ‍HubSpot Lead scoring: 2.16x increase in lead to opp conversion rate  when engaging individual prospects scored by Lift AI, and a 208% increase in sales efficiency with Account based sales team 
• 39% increase in response rate to email follow ups from high intent site visitors
• 673 high intent new accounts revealed that would have otherwise been ignored under the previous scoring system, followed up with rapid HubSpot SMS and outreach within minutes of visiting the website with a 21% response rate 
• Intent scores used with massive impact with VWO, Unbounce, G2, Zoominfo, Outreach, and Google Ads

When you have a website with a diverse, high volume, and global audience of visitors, you can’t leave conversions to chance.

RealVNC, a leading provider of remote access software, has a sophisticated tech stack of marketing and sales technologies to counter this - but it’s not easy.

But by integrating Lift AI’s buyer intent scoring into HubSpot, RealVNC leveraged real-time website behavioral data to identify, engage, and convert high-intent and mid-intent visitors into qualified leads, boosting revenue, pipeline, and sales team efficiency. 

HubSpot played a critical role as the central platform for this transformation, enabling RealVNC to create highly targeted conversational marketing experiences, optimize lead scoring, and streamline outreach to the most promising prospects.

Challenges: High Volume of “Noisy” Traffic and Diverse Customer Journeys 

RealVNC faced two major challenges on their website:

1. Noise from Non-Buyers: Up to 50% of their website visitors were not potential buyers, which made it hard to identify genuine prospects amongst support-seekers or existing customers.
2. Complex Customer Journeys: RealVNC needed to direct small business buyers through a self-serve experience, while also guiding larger enterprise prospects into a sales-assisted journey.

However, RealVNC’s existing tech stack lacked the level of sophistication needed to address these challenges effectively on their own.

While they had implemented a range of tools like G2 and HubSpot, the buyer intent and lead scoring engagement strategies didn’t provide the nuanced insights needed to differentiate between casual visitors and potential buyers.

Existing Buyer Intent Signals Aren’t Accurate Enough: For example, buyer intent information gathered from G2 about a potential prospect viewing RealVNC’s product page does not necessarily indicate true intent to buy, however it may help in indicating if the traffic is more likely to be enterprise instead of self-serve. In fact, most buyer intent signals today are too sparse, inaccurate, or untimely.

Lead Scoring is Limited: Similarly, knowing that an existing prospect opened your marketing emails and increased their lead score isn’t necessarily an accurate representation of buyer intent - they might have just been opening it to clear their unread emails. Plus, lead scoring is subject to human bias, where people estimate what an action should be worth arbitrarily. And that’s without getting into the challenge of an “A+B=C” simplistic view of lead scoring, which doesn’t account for patterns, co-occurrence bias, order of signals, and more. 

The Solution: It All Starts With Behavior

RealVNC partnered with Lift AI after hearing about a new way to approach website traffic - based on each unique visitor’s behavioral signals.

Lift AI is a machine learning technology that analyzes the micro behaviors of every single website visitor in real-time. 

Pre-trained based on billions of data points and hundreds of millions of purchases, Lift AI accurately detects which visitors are likely to be a buyer (and which are not) based solely on the behaviors they demonstrate as they navigate your website in real-time. 

This prediction is stored as a “Website Buyer Intent Score” between 0-100.

It’s similar to an experienced salesperson, who can spot likely buyers based on tiny signals and patterns over time. 

Because Lift AI relies on your website data alone, it is not subject to the challenges of existing buyer intent signals as it has full access to the big, 1st party data available on your website to calculate complex, nuanced sophisticated signals in real time without any human bias.

Additionally, because Lift AI is an intelligence solution that integrates with almost every other tool in the tech stack, the buyer intent scores can be combined with ID reveal and account-based data stored in HubSpot to help distinguish between enterprise buyers and those who require further nurturing.

This case study explores how RealVNC utilizes Lift AI over 60 days to revolutionize their entire engagement strategy through HubSpot conversational marketing, lead scoring, and outreach prioritization. 

Conversational Marketing via HubSpot Chat

Your best chance to convert a website visitor is to engage them while they are on the website, in real-time, while their interest in your products and services are at their peak.

And your best tactic to achieve that on-site conversion is through conversational marketing, like HubSpot Chat. 

This allows a direct connection between sales and the prospect, where sales resources can answer questions and guide the customer towards the next step. 

In practice, Lift AI detects visitors with high buyer intent based on their behavior, triggering real-time conversations and playbooks via HubSpot Chat. 

This direct engagement allowed RealVNC’s sales team to interact immediately with high intent prospects, addressing queries and closing sales efficiently.

Lift AI scores can be integrated with HubSpot Chat using URL parameters, targeting visitors on any page with a wildcard URL parameter in the high score range.

Results So Far:

• 71% increase conversion to sale via HubSpot Chat

If you’re interested in learning more, you might want to read this article on how to maximize your HubSpot Chat and Lift AI implementation.

Lead Scoring Overhaul via HubSpot

Many websites use buyer intent signals to find and engage potential buyers. In the case of RealVNC with hundreds and thousands of visitors per month, they decided to focus their signals on the closest potential buyers - those who have already signed up for the free trial.

When there are a large volume of trial requests per month, the sales team needs a way to figure out which of those inbound leads to prioritize for their sales efforts in order to convert them into paying customers.

RealVNC traditionally used a range of buyer intent signals to help their sales team prioritization:

• G2 Page-Based Buyer Intent: RealVNC received buyer intent information from G2, which determined intent by the number of views on RealVNC’s G2 product page. G2 can also supply information on if a prospect looked at a competing offering, or if they viewed pricing specifically. This data is then classed in a buying stage from “Awareness” through to “Decision”, and sent to HubSpot for orchestration as a directional view of buyer intent. 
• HubSpot Lead Scoring: HubSpot tracks a particular set of actions for both website visitors with an account match or existing accounts engaging with HubSpot tactics. For example, HubSpot allows marketers to input a human-based, estimated score weighting to pricing page views, form fills, email opens, and so on. These are then represented as a “Lead Score” which helps provide directional information on which accounts may be showing intent to buy.
• ZoomInfo ICP Fit: RealVNC also uses ZoomInfo data to enrich their HubSpot accounts and contact lists, which helps to segment and prioritize their outreach. For example, if an account in HubSpot has more than a certain number of employees revenue (data collected from ZoomInfo), then this account automatically goes to the sales team.
• Prospect provided information: RealVNC uses a post download form to allow prospects to provide additional information about their trial (number of users / devices and specific commercial use cases). This data is used to try and drive larger potential ASP leads to the sales team

These signals have been useful but they are subject to a range of limitations. 

That’s where Lift AI comes in. The Lift AI intent score is the strongest possible buyer intent signal on hand, and can be used in combination with HubSpot Lead Scoring and G2 data to triangulate an even more precise, useful, and meaningful view of buyer intent, which leads to better sales sequencing and follow-up.

Leads with a high Lift AI score were sent directly to the sales team as SQLs, while medium Lift AI scores were sent to the sales team as MQLs for further qualification. 

Results So Far:

• 2.16x increase in sales team efficiency (lead to opp conversation rate) when engaging leads with a high intent Lift AI score

The potential of Lift AI scores in HubSpot is immense, thanks to HubSpot’s class-leading set of tools and tactics. Click here to learn more about how Lift AI can be your secret weapon for HubSpot lead prioritization.

Sales Follow up Prioritization 

When RealVNC’s sales team were alerted to a target account in their ICP that also has a high Lift AI buyer intent score, they were able to use HubSpot sequences to reach out to those high-intent leads within minutes of their website visit via SMS messages. 

Using the Lift AI score is the primary buyer intent signal driving immediate sales follow-up, this approach ensured timely follow-ups that capitalized on visitor interest before it cooled - increasing both sales team efficiency and conversion rates. 

Results:

• 21% SMS response rate from targeting high intent visitors who were previously ignored, within minutes of them leaving the website.
• 39% increase in email response in Outreach by prioritizing follow up with High Intent visitors

Expanding Beyond HubSpot

RealVNC didn’t stop at HubSpot. They implemented Lift AI scores across their entire tech stack, including:

• Optimizing content personalization to Lift AI High Intent scored visitors with VWO, created a 10% increase in self-serve revenue, and 5% in increase in pipeline creation for sales assisted Accounts
• Driving incremental revenue with targeted Unbounce pop-ups with a 94% increase in CTR 
• Decreasing cost per lead in Google Ads by 67% by remarketing to high intent visitors all over the website

This comprehensive approach ensured that RealVNC maximized the impact of Lift AI’s buyer intent data across multiple touchpoints, generating even more pipeline and conversion opportunities. 

Switch to the Lift AI Buyer Intent Strategy

RealVNC’s adoption of Lift AI alongside HubSpot has significantly transformed their approach to customer engagement on their website. 

By effectively detecting, engaging, and prioritizing high intent buyers based on real-time behavioral analysis, RealVNC has not only improved conversion rates and pipeline but also dramatically improved the efficiency of their sales resources. 

Start your journey with Lift AI today to detect the hidden buyers you’re missing on your website, or get in contact with our team to see how we can help you implement Lift AI with HubSpot.

See the full conversation with Justin Wagg from RealVNC