How HockeyStack helped Zenhub double their pipeline and marketing-influenced MQLs

Overview

ZenHub, a leading project management solution for software development teams, aimed to streamline collaboration and organization within their existing GitHub workflows. With a growing user base and demand for seamless GitHub integration, ZenHub needed to optimize its communication and enhance the customer experience.

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About ZenHub  

ZenHub is a powerful project management tool that integrates seamlessly with GitHub, enabling software teams to plan, track, and prioritize their work directly within their GitHub repositories. Built to enhance team productivity and collaboration, ZenHub provides features like customizable project boards, streamlined issue and pull request management, and real-time reports and analytics.

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Challenges

Zenhub was an almost exclusively product-led growth company and had great success in growing organically. Since then, the company has placed SLG more at the forefront of its strategy by adding a comprehensive demand generation approach that combines several paid, organic, and outbound strategies.

Given this new function in the business, the importance of attribution visibility to allow Zenhub to scale and grow with this SLG motion was immediately recognized. They needed to understand the complete picture of their new customers' journeys to build a demand generation strategy and orient their marketing based on how customers want to buy, not just how the company wants them to buy.

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How HockeyStack helped Zenhub?

HockeyStack was able to connect all the dots from multiple data sources, providing a much clearer viewpoint on attribution. This clarity allowed Zenhub to determine which areas of their go-to-market strategy deserved the most focus in terms of budget and resources. 

Previously, data extraction was limited to a first-touch basis, lacking the visibility needed to understand influence. HockeyStack also provided crucial insights into the performance of their content and other initiatives, not just from a high-level metric view but by giving a clearer picture of how their marketing efforts directly impact the pipeline and revenue.

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Key Reports and Metrics

HockeyStack’s Journey feature has been one of the most useful tools for Zenhub's SLG motion. It has provided a clear sense of the paths leads are taking before raising their hand. This insight has enabled Zenhub to craft strategies with their content and sales process that consistently deliver value.

Additionally, the lift and table reports have proven valuable, offering a better understanding of the impacts of their initiatives and how they combine to effectively scale their go-to-market efforts.

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Alternatives Considered

Zenhub didn’t consider any alternatives but they were also looking for other solutions like Metadata, Corral Data, TripleWhale.

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Future Plans

Gain a deeper understanding of Zenhub's full funnel picture and story, enabling them to utilize data to make more strategic acceleration decisions that tie back to the revenue pipeline.

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ROI and Adoption

Since launching with HockeyStack, Zenhub has gained visibility and demonstrated that they’ve been able to double their marketing-influenced MQL and pipeline generation. 

HockeyStack is used by 16 team members across 4 departments at Zenhub.

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Conclusion

Zenhub's partnership with HockeyStack has significantly enhanced their ability to understand and optimize their go-to-market strategy. By connecting multiple data sources and providing clear attribution insights, HockeyStack has enabled Zenhub to focus their budget and resources more effectively. 

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