Putting Videos to Work: How AlayaCare Generates Leads with the Wistia + HubSpot Integration

AlayaCare is a home care software platform operating in the US, Canada, and Australia. AlayaCare’s end-to-end solution offers clinical documentation, back office functionality, client and family portals, mobile care worker functionality, and a platform for agencies.

Jared Levy, Digital Marketing Specialist, handles all things website maintenance, paid advertising, search engine optimization, and marketing automation for the business.

We chatted with Jared to understand how the Wistia + HubSpot integration helped AlayaCare drive more qualified leads by integrating seamlessly with the company’s current marketing tech stack.

The Problem

Prior to signing onto Wistia, AlayaCare didn’t have a video tool that integrated with HubSpot. Without an integration, the business had nearly zero video conversions, and video marketing was a difficult and tedious process.

“The HubSpot integration was a big part of our vendor selection process — it’s our marketing powerhouse. So, we needed a video marketing platform that had a deep integration.”

The Solution

The Wistia + HubSpot integration streamlines lead generation and scoring by capturing leads with video forms and passing viewing data right into HubSpot. Jared explained how he got the Wistia + HubSpot integration fully integrated into AlayaCare’s tech stack the day they signed onto Wistia. With the ability to look at analytics and capture leads, AlayaCare was able to make more informed decisions around its video strategy and build a nurture strategy with different workflows that improved its buyer’s journey.

“Depending on the type of video folks watch, we’ll place them in different areas of the funnel. For example, if we have a webinar they want to watch such as a live platform tour, that might put them at the marketing qualified leads stage, whereas, if they only want to subscribe for updates, that might put them at the subscriber stage. We have different workflows set up depending on what video they end up converting on. So depending on that, they’ll hop into a different part of the pipeline, and they’ll be followed up with sales accordingly.”

Results

By having the power to control where videos live across its website and the power to place forms on specific videos where it knew users may convert, AlayaCare saw an increase in its total number of marketing qualified leads.

“The leads started coming in as soon as the video forms were live. So when we added a video gallery to our website, we saw forms and submissions that day…We’ve gone from nearly zero video conversions before Wistia to having hundreds in just a couple of months. Wistia enables us to make more informed decisions because we can see what our users are interacting with.”

From video creation to video follow-ups, Wistia has made video marketing easier for anyone who has a collection of videos and doesn’t know what to do with their content.