BellSoft: Boosting Online Events with HubSpot and LinkedIn Ads

BellSoft consolidated its leads in HubSpot in under 3 months, launched the JRush event microsite on HubSpot CMS, and filled its online events with LinkedIn and Facebook Lead Ads that sync every contact straight to the CRM. Here is how a Java vendor built an event marketing engine on one platform.

About BellSoft

BellSoft is a software company that builds and delivers solutions for Java application development, execution, and management. It is one of the Top 5 OpenJDK contributors alongside Oracle, RedHat, SAP, and Google. Liberica JDK, the free Java Development Kit developed by the company, runs on millions of servers and desktops around the world.

  • Founded: 2017
  • Headquarters: United States
  • Products: Alpaquita Cloud Native Platform, Alpaquita Linux, Liberica JDK, Liberica JDK Embedded, Liberica Native Image Kit, Liberica Administration Center, Liberica Mission Control
  • Expertise: Java runtime and embedded development and support, JVM optimization, GCC, LLVM, and other compiler optimization
  • Platform: HubSpot Marketing Hub Professional

Resonate provided HubSpot onboarding and migration, HubSpot CMS development, and paid social campaigns.

Challenge

BellSoft was using an all-in-one business platform that didn't match the company's size and lacked the tools required to scale. The existing processes produced unqualified leads and lost opportunities.

With a large volume of Liberica JDK downloads to capture and nurture, BellSoft needed a marketing automation platform that could keep all leads in one centralized, customizable, easy-to-use system. The company also needed a microsite to promote its online events and drive sign-ups - integrated with the CRM - plus paid media to amplify both.

Solution

HubSpot Onboarding and Data Migration

For a company managing a large asset database, changing systems is far more than copying contacts from one tool to another. Resonate ran a staged migration: data extraction and enrichment, data modeling and mapping, migration testing, full migration with progress reporting, and quality assurance.

We then set up the sales pipeline, foundational frameworks, and automation inside HubSpot. The whole onboarding and implementation took less than 3 months.

HubSpot Websites

Resonate developed a HubSpot CMS microsite to promote JRush, BellSoft's series of free online seminars on Java development. The site handles the full event funnel in HubSpot: registration, reminders about upcoming events, and access to session videos.

Built on the Realize theme, the microsite delivers:

  • A more focused event experience
  • Improved brand awareness
  • Better customer engagement
  • Clean on-page SEO

The site's subscription form syncs contact details directly to the HubSpot CRM, where workflows automate marketing, sales, and service processes. And because the template is reusable, BellSoft can repurpose it for future projects.

Paid Social

To fill the events, Resonate set up Facebook and LinkedIn Lead Ads that capture contact information automatically and sync it to HubSpot. Highly specific targeting brought the right audience to BellSoft's online conference and gave the team a repeatable channel to test for lead generation. (For the playbook, see how to promote a webinar with LinkedIn Ads.)

Results

  • HubSpot onboarding and implementation in under 3 months
  • JRush event microsite live on HubSpot CMS, covering registration, reminders, and video access
  • Lead Ads on LinkedIn and Facebook syncing contacts straight to the CRM
  • Automated marketing, sales, and service processes running on HubSpot workflows
  • A reusable microsite template BellSoft can apply to future projects

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