Siteline is a software company that gives trade contractors access to a real-time, collaborative billing solution. Founded in 2019, Siteline has successfully brought the manual, error-prone process of construction billing into the 21st century, freeing contractors to collect cash faster and unlock back office efficiencies.  

As a company that includes ‘moving quickly, together’ in its values, Siteline needed a customer data and marketing automation platform that would allow their remote team to collaborate on lead-generation efforts. Since making the switch to Ortto, they’ve saved four hours per event and seen a 2x positive return on event spend. 

The challenge

Like many marketers, Ari Goldstein, Growth Marketing Manager at Siteline, was facing issues tying marketing actions to revenue in a meaningful way. 

“We’re a B2B SaaS company, so selling is really important for us. That means we need a fairly large sales team for our size — and Salesforce is the tool they live in. So for us as an organization, Salesforce needs to be the single source of truth.” 

When Ari joined the company, they were using HubSpot for their marketing automation and facing significant bottlenecks when trying to get the data they needed from Salesforce into HubSpot, and vice versa. It was a growing frustration that caused a lack of trust in the data and dampened the ability to execute creative marketing campaigns. 

The strategy: Tracking leads in real-time at live events 

Ari had a short checklist, but a tall order. He needed a marketing automation platform that seamlessly connected to Salesforce and would empower the team to be their best, most creative selves. He wanted to know that if they could dream it, they could build it. 

Having used Ortto in roles at two previous companies, he knew where he wanted to go.

“I’ve inherited HubSpot as a marketing automation system in my past three roles, and the first move has just been to rip HubSpot out and use Ortto.”

Within a day, Siteline was set up with their Salesforce connection and Ari was ready to build campaigns around their events. “Around 70 percent of all of our revenue comes from events. We’re doing around 50 this year alone. It’s huge.” 

Anyone who has played a role in running an event will know this comes with a significant workload and a lot of organization — so every minute counts.  

“Ortto allows me to be super flexible and do things quickly — we save around four hours per event. We always have a conference raffle, which is usually a form on an iPad. I use Ortto to track the form fills and build workflows to add the campaign membership and tag those contacts with the correct campaign. I’ll also get badge scans or attendee lists and enrich the data, then use Ortto to match to existing contacts in Salesforce to update or create contacts.”