Azara Healthcare is the leading provider of population health management solutions and a three-time winner of the prestigious Best in KLAS award. After migrating its CRM, website, and sales and marketing activities to HubSpot in 2021, the company identified a need to optimize its use of HubSpot functionality, automation tools, and analytics to achieve ambitious growth targets.

Recognizing the potential to further maximize their HubSpot investment, Azara aimed to refine workflows, enhance collaboration, and unlock the platform's full capabilities to accelerate growth, according to Azara Healthcare Director of Marketing Kristen Jones.

“We saw an opportunity to elevate our HubSpot usage," Jones said. "Leveraging automation and analytics to maximize our sales and marketing effectiveness."

Azara Healthcare partnered with Raka, a HubSpot Diamond Solutions Partner, to strategically enhance their website and HubSpot tools, driving increased conversions and lead generation.

Azara aimed to optimize sales and marketing operations, focusing on accelerating lead generation and strengthening team alignment, according to Azara Healthcare Senior Vice President of Growth Todd Schlesinger.

“As Azara continues to grow and expand its market footprint," Schlesinger said, "we wanted to leverage the investment in our CRM tools in order to support more targeted outreach to our ICP and analyze our prospecting and lead generation efforts to fine tune these activities.”

Focus areas included:

Maximizing HubSpot functionality: Fully leverage HubSpot's marketing automation, lead generation, and sales integration capabilities.
Enhancing SEO performance: Address technical website issues to increase search engine rankings and online visibility.
Optimizing email marketing: Leverage prospect segmentation to increase engagement and conversion rates from email campaigns.
Refining lead generation: Create a more focused lead generation approach that places emphasis on effectively qualifying and nurturing leads.

HubSpot Optimization

Raka’s HubSpot experts guided Azara in mastering HubSpot’s advanced features, including workflows and automation, to achieve seamless sales and marketing alignment.

Technical SEO Enhancement

Raka's thorough website and SEO audit followed by strategic technical improvements significantly improved Azara’s search engine rankings and organic traffic.

Strategic Email Marketing Enhancement

Using data-driven lead segmentation and targeted campaign development, Raka planned a strategy to increase email engagement and conversions.

Lead Scoring and Nurturing Refinement

Raka implemented a robust lead scoring system and automated nurturing campaigns in HubSpot to prioritize high-value leads and guide them through the buyer’s journey.

Raka helped us optimize our content
for conversion.

We had the pieces, but our web pages and forms needed to better encourage engagement. Implementing advanced workflows and campaign sequences for BDR follow-up has made a significant difference in creating effective, repeatable processes.

– Azara Healthcare Director of Marketing Kristen Jones

170%

Landing page views increased by 170% year-over-year: Demonstrating significant growth in attracting potential customers.

282%

Form submissions increased by 282% year-over-year: Indicating a substantial boost in lead generation.

89%

Website errors reduced by 89%: Significantly improving website health and user experience.

99%

Email sends increased by 99% year-over-year, with a 2.4% increase in open rates and a 0.02% decrease in unsubscribe rates: Highlighting the success of targeted email marketing.

The Power of Partnership: Azara Healthcare's success underscores the value of partnering with a HubSpot expert to unlock the platform's full potential and drive ROI.
Integrated Marketing Approach: Raka's integrated approach, blended technical expertise, strategic guidance, and creative execution.
Data-Driven Decision Making: By implementing robust tracking and analytics, Azara gained valuable insights into their audience behavior, allowing them to optimize campaigns for maximum impact.

After seeing quantifiable return on investment from partnering with Raka, Azara Healthcare is now looking to continue to build on the digital marketing infrastructure and strategy Raka helped to solidify, according to Schlesinger.

“Raka is taking a strategic view of how we can use HubSpot to drive lead generation, improve SEO, and measure how improved SEO equates to better engagement, more leads, and more conversions," he said.

Next steps for continued optimization focus on further enhancements and strategic initiatives:

Content Strategy: Developing targeted web content that addresses specific pain points and needs at each stage of the buyer's journey.
Lead Scoring and Automation: Refining lead scoring system and implementing sophisticated automation to further enhance sales and marketing alignment.
Paid Advertising: Exploring targeted paid advertising campaigns to reach new audiences and accelerate lead generation.
Enhanced Analytics and Reporting: Implementing robust analytics and reporting to continuously improve workflows, processes, and prospecting initiatives.

Getting More Out of HubSpot: How Azara Healthcare Drove 282% More Leads and 170% More Website Traffic

Background

The challenge