Case Study: Black Earth Humic


Black Earth Humic had its website, marketing, and sales departments all on Hubspot, but was limited by website functionality and knew it didn’t connect sales and marketing as well as the organization wanted. Black Earth’s business was scaling rapidly in growth mode, so they needed a tech stack that supported and scaled with them as they grew.

They decided to move to Pipedrive for their CRM, WordPress for their website CMS, and ActiveDEMAND as their marketing platform.

Benefits of the Move

Moving to this Pipedrive/WordPress/ActiveDEMAND stack gave several benefits for Black Earth.

  • WordPress gave more flexibility in website features
  • The stack saved on cost
  • Black Earth could build new drip campaigns based on product knowledge
  • Improved account-based marketing
  • Reduced barriers between marketing and sales

Lindsay Westren, Marketing and Communications Specialist at Black Earth Humic explains, “We felt that we weren’t getting the value out of Hubspot because it wasn’t built for more than just marketing. Our new setup offers much better insight into user behavior and marketing gets to see what happens after sales get a lead so we really closed the sales/marketing loop.”

Since selecting ActiveDEMAND, Black Earth Humic has deployed:

  • Email automation with lists pulled from Pipedrive
  • Social posting & analytics
  • Centralized dashboards & reporting

Ease of Use

Lindsay continues, “Since we had experience with other marketing platforms like this before, we found ActiveDEMAND quite simple to use. It was easy to contact support and find tutorials on how to build it out. In a high-performance environment, you need to be able to track leads and what MQLs I’m generating, and how many translate to sales-qualified leads and deals. With Pipedrive, WordPress, and ActiveDEMAND all hooked up, I can see what marketing is driving leads and sales.”

About Black Earth Humic

Your Growth Partners.

Our range of Canadian-made products is designed for everything from agricultural to industrial applications and built to help you achieve your growth goals. At Black Earth, we are more than just a humic company, our dedicated team works alongside our partners to ensure that you are choosing the right products for your application. Backed by science, our sustainable humalite products improve soil health, create stronger plants, and increase crop yields.

About ActiveDEMAND

ActiveDEMAND is an integrated marketing platform built for businesses to help them easily create, execute, and track the marketing engagement of their campaigns. Providing powerful features such as webinar integration, advanced appointment scheduling, and personalization tools, it is built and priced for businesses to effectively market and grow their business.

See what ActiveDEMAND can do for your company. Start Your Free Trial today.