Case Study: Black Earth Humic achieves scalable growth and closes the sales/marketing loop with ActiveDEMAND

Growing Company Switches to ActiveDEMAND to Scale

Black Earth was growing quickly but found HubSpot limited for website functionality and weak at connecting sales and marketing. To scale, they replaced HubSpot with a stack of Pipedrive (CRM), WordPress (CMS) and the ActiveDEMAND marketing platform to gain flexibility, better sales/marketing alignment, and lower costs.

ActiveDEMAND was implemented to run email automation (with lists pulled from Pipedrive), social posting and analytics, and centralized dashboards and reporting. The new setup gave Black Earth clearer insight into user behavior, allowed creation of product-based drip campaigns, improved account-based marketing, closed the sales/marketing loop, and reduced barriers between teams—making it easier to track MQLs through to sales and measure what marketing drives revenue.

Black Earth

Lindsay Westren

Marketing and Communications Specialist