When you work in finance, you need to work hard to differentiate your business. Jones & Co provide essential business finance to their loyal clients. They act as both financial advisors and brokers, taking a great deal of care in the service they provide.
Their founder, Rory Crisp-Jones, takes this responsibility very seriously. He’s worked tirelessly to grow his business from startup to success in just a few short years, focusing on building a great organic reputation through hard work.
However, he knew that, should he wish to continue his growth, he needed the right tools and the right people in his corner.
He needed HubSpot.
“We wanted to grow faster, but didn’t want to lose control. This meant driving more leads, but not just for the sake of numbers. We wanted to attract businesses we could work with for years to come.”
– Rory Crisp-Jones, Managing Director, Jones & Co
The Challenge
The Jones & Co team had a solid business proposition. Built on a long heritage of business finance, their goal is to cut out the overcomplicated processes that plague the sector, injecting the human aspect back into business loans.
But what they lacked was the sales and marketing experience to take their business forward. When we met them, they:
- Had a website that wasn’t meeting their needs
- Lacked any tangible SEO equity
- Had no way of easily managing their sales pipelines
- Had no marketing strategy, and didn’t have the team behind them to execute
- Needed to be able to ensure no prospects fell through the cracks
- Had some significant gaps in their sales and marketing knowledge
To our team, after a comprehensive Growth Audit and review, it was clear exactly what Jones & Co needed to help them meet their goals:
They required a HubSpot Sales Hub engine.
They needed HubSpot’s Marketing Hub to accelerate their growth.
There’s no time like the present, so we jumped into action…
The Solution
To support Rory’s growth plans, they needed a scalable, sustainable marketing engine that would:
- Get the right CRM in place to make it all work
- Build a stronger, more consistent pipeline
- Bring in more high-quality inbound leads
- Nurture and warm up prospects before passing them to the sales team
While their new website was in development, we got to work pushing Jones & Co’s message out to the world.
We:
- Onboarded and trained all staff in both the Sales and Marketing Hubs.
- Ensured all users log emails and calls via HubSpot, giving the team complete visibility of team comms (not just on individual contacts, but also company-wide).
- Used HubSpot to automate emails, creating nurturing, warm and retouch campaigns. Retouch is key in finance, because clients always need future support. For Jones & Co, it’s never just one project; it’s a partnership. HubSpot allows them to keep in touch with all clients, new and old.
- Completed a full rebrand, including both visual and verbal identity.
- Built a new website from the ground up, ensuring it was fully integrated with HubSpot, keeping their inbound process seamless.
- Created a comprehensive content strategy, covering everything from SEO content, social and everything in between. Everything was tracked in HubSpot to keep things efficient.
- Use HubSpot’s social section (specifically the scheduled comment posting tool and analytics dashboards) to help us avoid LinkedIn’s algorithm penalty for outbound links.
Jones & Co’s sales team use the Sales Hub every single day, populating all working leads into their custom pipelines, tracking deals and managing calls, all through Sales Hub. It’s become an indispensable bit of kit they wouldn’t be without.
Rory reported that they’ve been driving more valuable leads than ever before. His pipeline has never been so efficient. He’ll “never go back” to spreadsheets – we’re very glad to hear it!
Deals blurred out for confidentiality purposes.
Our Results
We took a business that had never generated a lead through its website and turned it into a sustainable marketing resource.
A business that now sends fewer emails, but has seen open rates, click rates and CTR go through the roof. HubSpot allows us to learn and tailor both our emails and our data, meaning we’re sending the right types of content to the right audience at the right time.
A business that has seen some serious growth:
- 80% growth in organic sessions
- 50% increase in lead conversion rate
- 76% organic social growth YoY
- ~2,000% increase in organic rankings
- 250% increase in domain authority
And we’re only just getting started.
Their improved conversion rate has been directly attributed to their better sales process, powered by HubSpot Sales Hub. Their website is now effectively generating SQLs with very little input from the J&C team.
Rather than wasting time knee-deep in spreadsheets, their sales team can focus on building strong relationships with their prospects, which is exactly where Rory’s strengths lie!
Our Impact
We went from having zero digital presence to generating regular inbound leads through a website that really works. The team gets our industry, they’re commercially focused, and they’ve pushed us in the right ways. It’s been a genuine partnership, and it’s delivering.”
– Rory Jones, Managing Director. Jones & Co
We’ve loved seeing the difference that a complete sales and marketing approach, powered by HubSpot, has had on Jones & Co’s business.
At the time of writing, they have just shy of 2,000 active deals in their pipeline. They have a complete view of where their projects lie, the total deal amount and the weighted deal amount, something they never had before HubSpot.
We’ve been working with Jones & Co for over 2 years. We’ve watched them go from strength to strength, which is even more satisfying knowing that they started with essentially nothing but a fantastic reputation and a dream. We can’t wait to see just how far Jones & Co can get with Catalyst & HubSpot in their corner!
