<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=2354469448132396&amp;ev=PageView&amp;noscript=1">

 

Pype Refresh - white - Transparent 1

With a paid ad strategy that led to massive lead generation, Pype is successfully acquired

 

           

 

Screenshots of the Pype homepage

An overview of how we helped:

UsersFour

356 leads generated by ads in 2020

HandTap

30% increase in revenue over 2019

PhoneCall

Pype was acquired by Autodesk in July 2020

Pype brand image

Introduction

Pype's construction solution automates and streamlines the projects in a way that no other software does.

AutoSpecs, their flagship program, use machine-learning algorithms to create detailed, accurate draft submittal logs (which can take 40 hours when done manually) in just a matter of minutes -  while also reducing the risk of human error.

T H E   C H A L L E N G E

A lack of results

As a small company with aggressive growth goals, Pype had primarily used ads for their lead generation efforts. However, with just a two-person marketing team with a ton of responsibilities, ad management was not something that got a ton of time and energy.

On top of that, Pype's niche of construction software was narrow and the target audience was particular. It's challenging to use the specific language that resonates with their personas.

As a result, the ad campaigns weren't delivering the results they needed or generating quality opportunities for the Sales team.

Until they found Web Canopy Studio in January 2019.

Pype homepage

T H E   S O L U T I O N

Personas and targeted ads

The Web Canopy team led several strategy sessions to take a deep dive to understand not only Pype's product and value proposition, but the audience they were trying to reach.

Once we'd done that, we built a robust ad strategy that's gotten progressively more sophisticated. The strategy was built around gated lead magnets, webinar registrations, and scheduling demos for the sales team. With a mix of Google, LinkedIn, and Facebook ads, we set out to get in front of our audience - everywhere they were. 

The path to success

Irresistible
premium content

We knew the best ways to get visitors to convert on ads was to create lead magnets that solved problems for our personas. We've got several eBooks, checklists, and guides that construction managers LOVE!

Pype form screenshot

Targeted
ad campaigns

We wrote copy that would resonate with our audience and compel them to take action. We were able to get in front of them by targeting the keywords they searched as they looked for solutions to their challenges.

A pype ad on google

Lead nurturing
workflows

Leads need to be nutured, We built a workflow for our main offer - an eBook about Autospecs - that had several follow-up emails so the leads could be warmed up into a sales opportunity.

Pype workflow in Hubspot

Hubspot logo

HubSpot tools: the secret to success

We used HubSpot every step of the way. Here's how:

Landing pages that convert

No marketing campaign is complete without compelling landing pages. Pype's target audience are blue-collar folks that were super busy. If we didn't capture their attention immediately and grab them in that moment, we might never get the chance again.

 

Pype form screenshot
image-png-Dec-17-2020-04-20-07-48-PM
Pype screenshot
image-png-Dec-17-2020-04-21-01-13-PM
Pype form screenshot
image-png-Dec-17-2020-04-22-46-47-PM

HubSpot ads

Managing all of these ad campaigns would not be possible without HubSpot's ad tools. The benefits of having everything all under one roof allows us to operate quickly and efficiently.

Pype ads in Hubspot

Organizing contacts with lists

Using HubSpots lists tool, we've been able to track not only net new leads but quickly look and see who's converted on the ads, where they came from, and whether or not they're qualified.

A screenshot of contact lists in Hubspot

Tracking success with campaigns

By connecting everything we do to campaigns, we're able to track not only the ads but everything we do in HubSpot - landing pages, emails, workflows, and revenue.

A graph of data in Hubspot

Social ads: the unsung hero

Linkedin webinar support

Pype has held a series of webinars  over the past 2 years in which they showcase their products, solve problems for their personas, and demonstrate themselves as thought leaders in the industry. 

We've generated signups for these events by building targeted audiences on Campaign Manager and running both Sponsored Content and InMail ads.

A screenshot of linked in ads

Facebook retargeting

We also created some Facebook retargeting ads for people who came to our landing page but didn't convert. 

A screenshot of Pype facebook ads

We let the data speak

We used HubSpot's integration with DataBox to create a dashboard that we review every week to track the progress on our KPIs, measure our goals, and look for opportunities to improve.

A screenshot of data showing groth in Pypes KPIs

The results

Paid ads drive lead gen

Paid ads have become the #1 source of new contacts coming in. We generated 272 leads on paid ads in 2019, our first year partnering with Pype.

A screenshot of a graph showing growth in leads

In 2020, Paid Search became the #1 source for new contacts with 356, plus 42 from paid social, for a total of 398! That number will of course surpass 400 by the end of the year.

Paid search also created 28 customers for Pype in 2020.

A list showing contact sources in Hubspot

Creating leads is one thing - but making them qualified is another entirely. The great news has been that paid search made up 23% of the qualified leads delivered to the Sales team in 2020!

A graph of data showing lead sources

Of those qualified leads being delivered to the Sales team, 22 of them turned into deal - behind only Organic Search and Direct Traffic.

A screenshot of a graph in Hubspot

Pype increased their revenue by 30% in 2020!

A screenshot of a graph showing deals closed

Pype gets acquired by autodesk

Because of Pype's incredible software platform and the tremendous growth they've seen the past couple of years, they were acquired by AutoDesk in July 2020.

 

A headline showing Pype being acquired by Autodesk

This is a HUGE deal! Autodesk is a major company and the fact that they acquired has validated everything that Pype has achieved. 

Pype will be a critical component of Autodesk's construction division and with the support of their new parent company, the future for Pype is very bright indeed.

sarah lee profile picture

"I would definitely recommend Web Canopy Studio. I've had a blast working with them - they bring high-energy personalities, a fresh perspective, a ton of knowledge and experience, and no BS. 

We're able to have candid conversations with each other about campaigns, strategy, and goals and they bring a lot of value as an extended part of our team."

Sarah Lee
Pype

 

Need to see these kinds of results?

If you are struggling with your website and you're concerned about how to make it truly act as an extension of your marketing and sales team, please know that we are here to answer any questions you may have and guide you through the process.

Let's have a discussion about how to really make your website work for you.