Caxton increases web traffic by 65% with HubSpot
Caxton Payments, a leading player in the software as a financial service (SaaFs) and payment industries, adopted HubSpot to revamp its marketing, website management, and sales operations and scale to new growth. Transitioning from a disjointed marketing tech stack to an integrated, user-friendly platform has been a game-changer.
12x
number of segmented email nurtures running
300%
Increase in email comms productivity
65%
increase in web traffic after implementation of HubSpot CMS
About Caxton
Caxton is a British home-grown fintech success. Whether for business or travel, Caxton has served Britain’s payment needs for over two decades. Combining smart technology, great rates and local and global payments expertise with an old-fashioned dedication to personal service, Caxton offers the best of the old way and the new way – to ensure quick, secure, and fuss-free payments.
Company Size: Mid-Market (25-200 employees) Location: United Kingdom
Use Case:
Sales and Marketing
Alignment
Inbound Marketing
Personalize Campaigns
Products
Marketing Hub
Sales Hub
Content Hub
The Challenge
Lack of connection between departments and data visibility
Caxton Payments, a leading UK financial services company, faced significant challenges in its marketing department due to a disconnected tech stack. With a small team managing multiple brands, they struggled with fragmented data and slow systems, often requiring developer assistance for updates.
Sales teams using Microsoft Dynamics received unqualified leads, frustrating their efforts. CMO Lauren Smith noted the difficulty in accessing real-time data, which delayed decision-making and personalized customer experiences. Security risks from their WordPress site and limited resources further hindered timely campaign execution.
Recognizing the need for a cohesive solution, Caxton turned to HubSpot, a comprehensive Smart CRM that has transformed their engagement with over 600,000 customers by streamlining operations and enhancing data accessibility.
The Solution
Recognizing the need for an integrated solution, Caxton Payments adopted HubSpot with a phased implementation approach, allowing gradual adaptation across the business and minimizing disruption.
After launching Marketing Hub and Sales Hub, the team migrated their websites from WordPress and Strapi to HubSpot’s CMS, enhancing security and reducing reliance on developers. The user-friendly interface enabled quick edits, empowering the team to respond swiftly to changes. CMO Lauren noted, “My favorite feature is editing landing pages—it’s a game-changer!”
HubSpot’s CRM became the central hub for marketing and sales, integrating communications, lead generation, and reporting. This unified view of customer interactions allowed real-time access to data, enabling targeted communication strategies.
The customizable HubSpot dashboards provided immediate access to critical metrics, making it easier to monitor performance and adapt to evolving needs. Additionally, implementing Sales Hub streamlined lead management through automated workflows, improving the qualification process.
“Our long-term goal is to serve customers well. HubSpot allows us to communicate with them in a personalized way,” says Lauren.
Transformation
The implementation of HubSpot has transformed marketing at Caxton Payments, particularly in website management. Transitioning from WordPress and Strapi to HubSpot’s CMS has cut page editing time by at least 30 minutes, allowing the team to focus on strategic initiatives.
The new websites, nimbl and Caxton.io, built for security and usability, have improved search engine rankings in light of Google’s algorithm updates. With HubSpot’s user-friendly interface and integrated systems, the small marketing team increased web traffic by 65%.
Centralized data within HubSpot has revolutionized collaboration between sales and marketing teams. They now have access to comprehensive engagement data, enabling more effective, informed conversations and reducing frustration from poor leads.
“The insights from HubSpot’s analytics have been crucial,” Lauren shared. “We’ve fine-tuned our approach based on real data, enhancing both our marketing efforts and customer service.”
Overall, HubSpot empowers Caxton to personalize customer interactions, streamline internal processes, and create a seamless website management experience.
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