Maximising lead generation and ROI: Silversquare's success with HubSpot

Discover how Huble enhanced Silversquare's lead generation and marketing efficiency

Silversquare is a company providing office spaces designed for professionals craving efficiency, focus and opportunities to make new connections.

Its coverage is over Belgium and Luxembourg. With more than 12 locations, they are the biggest network of co-working spaces and flexible office spaces in Belgium.

The challenge

Silversquare's core objective revolved around enhancing lead generation outcomes and furnishing the sales team with valuable leads, particularly given their intention to establish new locations in 2022, necessitating a steady and top-tier lead influx.

Furthermore, there was a demand for an improved mechanism to monitor marketing performance and sales metrics, enabling a comprehensive understanding of the returns on investments.

Overcoming the challenge also entailed ensuring the team's seamless adoption and utilisation of HubSpot for lead qualification and sales funnel management.

The solution

Thanks to the HubSpot marketing and sales dashboards we examined the media mix to determine the most profitable channels on which to concentrate our efforts. The highest performing channels were later streamlined to improve efficiency and we could identify new revenue streams to lever throughout the years.


To ensure a smooth operation, we aligned the sales team with seasonal campaigns, pushing on the improvements of marketing-to-sales conversion rates, so that there was a constant feedback loop available and a better ROI for the whole company.

To keep track of the ongoing advertising strategy, we used HubSpot Campaigns and custom-made dashboards. Those dashboards were used as levers by the Silversquare Marketing teams to show how Digital Activations represent half of the revenues of the company and, therefore, to increase the marketing capabilities along the way.

The results

Within over a year of collaboration, we were able to:

  • Identify revenue sources and revenue levers thanks to HubSpot tracking.
  • Identify and lever the Marketing and Sales metrics (time to close, sources, qualification %) for better overall ROI.
  • Created a long-term collaboration based on 100% true revenue generated.

200%

of leads generated compared to 2021 and -50% of the Cost Per Lead (CPL)

57%

turnover participation compared to 2021

1

revenue stream spotted thanks to the HubSpot Dashboards

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