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Case Study

How FloQast Used HubSpot Integration Services to Boost Event Conversion by 35%

FloQast logo featured in HubSpot API integration services case study
Video showcasing custom HubSpot integration services for FloQast’s virtual event experience

35%

Conversion Rates

168k

of Revenue

1,370
+

Registrants
BOOSTING CONVERSION
FloQast's HubSpot Solution
floqast-logo-white@2x (1)-1

The Client

 
FloQast is the leading provider of accounting workflow automation, built by accountants to help teams work smarter. When transitioning their annual user conference to a virtual format, FloQast faced challenges with registration, engagement, and delivering a seamless post-event experience. They partnered with Aptitude 8 to solve these issues using HubSpot integration services, leveraging HubSpot API integration services and a custom-built virtual experience within HubSpot CMS. From solving ON24’s waiting room limitations to syncing user data and marketing analytics, Aptitude 8 delivered a solution that improved the attendee journey and enabled more actionable campaign tracking.

The Problem

  •  FloQast had to transition their annual user conference to a virtual format due to Covid-19.
  • The company faced challenges in getting users to register, ensuring attendee engagement, and providing a seamless post-event experience to capture engagement and leads.
  • Obstacles included a marketing automation migration, the complexities of running a large virtual event for the first time, and a limitation of their webinar platform that created an unnecessary waiting room page for on-demand registrants.
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    Limited Control

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FloQast virtual event registration challenge dashboard interface

The Solution

  • Aptitude 8's consultants created a custom environment and community for FloQast's virtual event within the Hubspot CMS, offering users the ability to chat, access sessions, review the agenda, and learn more about the event.
  • We created a custom snippet of JavaScript to bypass the waiting room and pull data from the access form to populate a unique URL, allowing users to directly access on-demand sessions.
  • With the custom ON24 integration, users could fill out a form once and navigate into any of the ON24 webinars, providing a seamless experience that delivers marketing analytics data for future campaigns.
Custom HubSpot CMS environment built for FloQast virtual event

The Outcome

FloQast’s first-ever virtual user conference went off without a hitch! We drove high attendance, provided an effortless registration & on-demand experience, created new contacts, influenced thousands more, created opportunities, closed deals, drove in revenue, and created robust dashboards to track and measure the following:
  • 1,370 registrants
  • 35% registration conversion rate
  • 201 on-demand registrants
  • 35% conversion rate on on-demand
  • 2,479 sessions
  • $168,395.20 of revenue
  • 5,480 influenced contacts
FloQast saw an enhanced user experience by  allowing users to fill out a form just once to access the main event page, and then navigate to any of the ON24 webinars without having to wait for email confirmations. This created a more streamlined user experience and saved time and frustration, leading to a more positive overall experience. 

They also saw Increased visibility by creating dashboards to track registrants, registration conversion rate, on-demand registrants, on-demand conversion rate, sessions, influenced contacts, closed deals, and revenues.
35%
35% Conversion Rates
FloQast saw a 35% registration conversion rate as well as a 35% conversion rate for on-demand. 
168k
$168,395 of Revenue 
FloQast saw $168,395 of revenue from the virtual event. 
1300
1,370 Registrants
FloQast saw high attendance and registration rates with 1,370 registrants. 

The Tools

Former Tech Stack

Salesforce Pardot logo used prior to HubSpot integration services implementation

New Tech Stack

HubSpot logo representing CRM and API integration services ON24 logo featured in custom HubSpot integration for virtual event delivery
Why Aptitude 8?
FloQast
FloQast chose Aptitude 8 for the job, because we were already migrating them from their current Pardot instance over to HubSpot. They knew our team has a high acumen when it comes to both custom and advanced builds using the HubSpot platform. 

The FloQast team was also able to leverage both our technical and creative teams for this project, without having to sign multiple SOWs or managing multiple agencies to deliver the experience they wanted.

Want to learn more? 





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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