Logo - Full (Color) [Skip to content](https://www.hubspot.com#global-nav-main-content) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - Close Search - [Log in](https://app.hubspot.com/login) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) Back [ ](https://www.hubspot.com/) Menu - Close Search - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. [Free HubSpot CRM](https://www.hubspot.com/products/crm) [Overview of all products](https://www.hubspot.com/products/get-started) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/?hubs_content=www.hubspot.com%2Fcase-studies%2Fidthepopulationexperts&hubs_content-cta=nav-resources-community) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/?hubs_content=www.hubspot.com%2Fcase-studies%2Fidthepopulationexperts&hubs_content-cta=nav-resources-community) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - .id The Population Experts  # .id Doubles New Revenue Stream with HubSpot Professional Services 1-25 employees  - 2x new revenue in first year - 1.6x increase in traffic - >30% landing page conversion rates Use Cases - Increase Traffic - Inbound Marketing Products - [The Full CRM Platform](https://www.hubspot.com/products/crm/enterprise) ### Story Overview In 2013, the team at .id wanted to expand their customer base. .id found HubSpot and worked with their partner, Bright Inbound Marketing, to generate new business opportunities through inbound marketing. ### About Company .id is a company of population experts - demographers, spatial analysts, urban planners, forecasters, census data, and IT experts. .id understands how cities, towns, and regions are growing and changing, and shares this knowledge with their clients so they can make confident decisions about when and where to invest. ### Building a new business segment… .id have been in business for over 16 years, providing their clients in Australia and New Zealand with demographics data and insights to ensure future planning fits future needs.  With a strong desire to contribute to a more sustainable society, the team had been sharing educational content online that could help inform local planning and decision-making processes.  Traditionally, their client base comprised of local government councils and agencies, but the team at .id knew anecdotally that a much broader audience was accessing and using the content they were publicly sharing. This broader audience included commercial entities that were building infrastructure to create the fabric of the community such as retail operators and housing providers. When their core government business started to slow down, the team decided to tap into this lucrative existing audience and develop a new business segment. Lailani Burra, Sales, Marketing & Business Strategist at .id, decided to try a new approach: leverage their large library of content to “get people talking to us, not just using our stuff”. She didn’t realise at the time that the process they were about to embark on was known as inbound marketing.  Initially, Lailani and the team focused on redesigning their website to feature their educational resources. They began blogging in the run up to the 2011 Australian census and eventually began to distribute a monthly newsletter to their now sizeable monthly readership. But their efforts weren’t generating the results they hoped for. They were missing the insight on who was accessing their content and why. Lailani explains “we were generating more and more traffic, but we still weren’t generating many leads… so we knew there was a missing piece”. It was around this time in 2012 when she discovered HubSpot and the [inbound marketing methodology](https://www.hubspot.com/inbound-marketing). ### The missing piece of the puzzle … Lailani saw that HubSpot’s software could help them round out the inbound marketing strategy that they were trying to implement by giving them the tools they needed to convert their website visitors into leads. Further, HubSpot’s methodology immediately struck a chord with Lailani as she felt it was “clean and methodical” and aligned strongly with .id’s own ethos of "being genuinely helpful and sharing content". However, the team simply didn’t have the time to invest in the middle and bottom of funnel activities they needed to implement. Sam, their HubSpot consultant, recommended that they get in touch with [Bright Inbound Marketing](http://www.brightinbound.com.au/), a local HubSpot partner, who could support Lailani and the team to undertake this transformation and reap the rewards. With help from Bright Inbound Marketing, .id implemented HubSpot in December 2013. The first step was to add the tracking code to their website which would enable them to get a deeper understanding of their visitors and their behaviour on the site.  Next they converted some of their existing pieces of content into eBooks, the first of which was *‘Three Growth Markets in Australia’*. They gated this content behind [landing pages](https://www.hubspot.com/products/landing-pages) and forms. As the content is very valuable, they used forms that were quite detailed enabling them to quickly enrich their database.    With an enriched database in place, they were now in a position to swap out their monthly newsletter with [email marketing](https://www.hubspot.com/products/email) that was smartly executed via [workflows](https://www.hubspot.com/products/marketing-automation). Simple follow up emails have proven to be very effective for them. By simply asking “Did it download ok?” or “Did you find what you were looking for?”, they found they got great engagement from prospects. .id were now able to nurture leads to a point where they were sales qualified and suitable for a consultation. Finally, the team were converting their hard won traffic into quality leads.  HubSpot’s [integrated analytics tools](https://www.hubspot.com/products/analytics) have been key in enabling the team optimise their marketing activities. They use the tools to understand how each stage of the funnel and each piece of content is performing and identify where they can make gains. Lailani explains that “rather than trying to pack the top of the funnel now, we use analytics to try to improve those conversion ratios”. ### Converting traffic into qualified leads and new revenue… To date, the results for .id have been phenomenal. In less than a year, they have __increased their website traffic 1.6 fold__, from 15,000 to 39,000 visitors monthly. In addition, they are generating between 600-1000 new contacts monthly. Significantly, their __visitor to lead conversion ratios have reached 4%__ and landing pages are consistently achieving __conversion rates of 30% or higher.__ HubSpot has helped .id to contact and engage with their prospects. With __over 1200 marketing qualified leads__, they now have “so much more opportunity that we can chase down, and we’ve had to put on extra resources to do that”. These gains have all translated into __a doubling of revenue__ for their new *‘.idPlacemaker’* business segment.  Put simply, Lailani loves HubSpot because it allowed them to “leverage the old business to build the new business”. They already had 1 million session users every year and as she explains “that’s alot of people using our stuff. We wanted to leverage that. We needed a mechanism by which to do that, that’s what HubSpot gave us”. Table of Contents Table of Contents - [Building a new business segment…](https://www.hubspot.com#building-a-new-business-segment) - [The missing piece of the puzzle …](https://www.hubspot.com#the-missing-piece-of-the-puzzle) - [Converting traffic into qualified leads and new revenue…](https://www.hubspot.com#converting-traffic-into-qualified-leads-and-new-revenue) Previous Next -  > We were generating more and more traffic, but we still weren’t generating many leads… so we knew there was a missing piece. Lailani Burra Sales, Marketing & Business Strategist .id The Population Experts - > Rather than trying to pack the top of the funnel now, we use analytics to try to improve those conversion ratios. Lailani Burra Sales, Marketing & Business Strategist .id The Population Experts - > We have so much more opportunity that we can chase down, and we’ve had to put on extra resources to do that. Lailani Burra Sales, Marketing & Business Strategist .id The Population Experts  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### How Bluleadz Cut Commission Work and Tripled ROI with the QuotaPath App for HubSpot - Professional Services - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/bluleadz) -  ### IN-18 finds ideal clients and gets paid faster with HubSpot Starter Customer Platform - Professional Services - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/in-18-finds-ideal-clients-and-gets-paid-faster-with-hubspot) -  ### Startup 2030 Builders Generates 80% ROI and Revolutionizes Sales Outreach with HubSpot Starter Customer Platform - Professional Services - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/2030-builders-generates-80-roi-and-revolutionizes-sales-outreach-with-hubspot-starter-customer-platform) -  ### HubSpot Starter Customer Platform Drives One-third of the Startup 2030 Builders’ total revenue with lead generation boost - 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Professional Services - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/in-18-finds-ideal-clients-and-gets-paid-faster-with-hubspot) -  ### Startup 2030 Builders Generates 80% ROI and Revolutionizes Sales Outreach with HubSpot Starter Customer Platform - Professional Services - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/2030-builders-generates-80-roi-and-revolutionizes-sales-outreach-with-hubspot-starter-customer-platform) -  ### HubSpot Starter Customer Platform Drives One-third of the Startup 2030 Builders’ total revenue with lead generation boost - Professional Services - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/2030-builders-hubspot-starter-customer-platform-drives-one-third-of-the-startup-2030-builders-total-revenue) -  ### Reposit Power's Transformation: Scaling Efficiency, Restructuring Distribution, and Achieving 50x Sales Growth with HubSpot - Australia - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/reposit-power) -  ### How 6clicks Achieved 806% Growth with HubSpot - Australia - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/6clicks) -  ### How BruntWork Streamlined Operations and Achieved More Than $5M MRR with HubSpot - Professional Services - Australia * * * [Read more](https://www.hubspot.com/case-studies/bruntwork) -  ### Lean Discovery Group Increases Value of Deals Closed 1,784% With the Help of HubSpot Starter Customer Platform - 1-25 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/lean-discovery-group) -  ### How Sandler Gets Enterprise Sales Teams Found by Modern Buyers Before the First Sales Call with HubSpot's AEO - Professional Services * * * [Read more](https://www.hubspot.com/case-studies/sandler-aeo) -  ### How HungryHungry Helps Hospitality Venues Serve Guests Better With a Marketing Team Built on HubSpot's Loop Marketing Framework - 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