Struxtion

A construction fintech startup finds its legs with the help of HubSpot.

Struxtion operates in the $1 trillion construction industry.

As industry volume grows, so does a long-standing, staggering issue:

Payment timing.

At 83 days, the construction payment cycle time is by far the worst of all major industries in the United States and creates tremendous waste, to the tune of $200B annually as of 2022.

Struxtion has developed industry specific financial solutions that provide added functionality to construction for payments, banking, and lending.

They specialize in direct project lending for rates as low as 2% of project costs. No factoring, no hidden fees. They also have developed a suite of financial products to help general contractors pay and get paid faster, with reduced risk, and more efficiency.

DISCOVERY

Struxtion had just launched a site, but did not have any way of tracking users and keeping track of incoming leads. In fact, there were many marketing systems that needed to be set up. I was called in to help:

create a system to track all site visitors and leads
create landing pages for specific offers
create email templates and campaigns
create sales flyers, capability statements and investor pitch materials
create sales pipelines
develop the HubSpot ecosystem to keep track of marketing initiatives and organize leads
create workflow automations to help nurture leads

IMPLEMENTATION

HubSpot was the easy choice. With the robust tools available, we were able to set up lead tracking, sales pipeline automations, build landing pages and email campaigns, workflow automations to guide prospects through lead nurturing email campaigns, and a central place to see all of our website marketing stats, keep track of our paid media initiatives, sales activity, and marketing calendars.

I also implemented Google Analytics 4, Tag Manager, and HubSpot forms on their WordPress site. Hotjar helped us see user activity.

Marketing efforts were focused on LinkedIn boosted posts, and CTAs that led people to customized landing pages specific to their needs.

RESULTS

A suite of sales flyers and pitch materials to help sales and funding
Updated, revised landing pages that were more effective
Complete lead tracking and user data. They can see every lead that comes in, where they came in from, and their activity on site.
Workflows and automations to help nurture leads
A boost in site activity and requests
Huge increases in visitor sessions
650% increase in average page view duration
Big gains in page views and sessions (900% +)