CRM Software Technology

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01

Opportunity

CRM Technology in California

02

Challenge

Wants to create a program that would generate and nurture leads

03

Strategy

Competitive Analysis, Marketing Automation, Re-marketing, Video Marketing, Email Marketing, Content/Copy Creation, Social Media Optimization

04

Impact

Website Visits up 172% and dozens of new qualified leads delivered per month

Background

One of the challenges with this project was that the client was in search of a marketing automation solution that was cost-effective, nurture leads and would meet their overall lead generation needs.

The client had been implementing Marketo for 1 year with little success, and ultimately decided on HubSpot as an alternative as this offered their Professional Unlimited service at no additional charge to the CMS contract they had. That was a significant savings incentive for the client. As such, the plan was to build their inbound marketing activities solely in HubSpot.

The client did not have the expertise in-house to manage the HubSpot account, so they contracted the work out to us. We had been working with this new client as a Marketing consultant for a few months and engaged a production center to create a custom Inbound Marketing Strategy for the client.

In 2015, the previous marketing automation tool was not used properly for the client. Hence, in 2016 they want to maximize HubSpot for their online marketing activity. In addition, HubSpot will be used to sync their marketing assets to their social media accounts to be more active in 2016 than 2015.

Objective

The goal was to create a program that would generate and nurture leads, thus, taking them from prospects to Marketing Ready Leads and Sales Ready Leads. Other Goals: Additionally, HubSpot would be used more aggressively for email marketing and customer communications.

Ultimately, the goal in the end would be:

1. Build a strong and consistent pipeline and take the leads from the top to the bottom of the sales funnel.

2. Build a solid foundation within HubSpot where the internal team can begin to learn to be self-sufficient in managing HubSpot and their inbound marketing activities.

Solution

Full Digital Marketing Solution.

Inbound Marketing Solution using HubSpot deliverables outlined below from SOW: Our smart inbound marketing strategy began with a discovery and research to make sure everyone agrees on the destination and goals the client wanted to achieve. After the strategy and goals were developed, our inbound marketing team began to work on executing the strategy setting monthly priorities, monitoring results, and meeting regularly to review and adjust tactics as the company grows. We completed the setup and configuration of HubSpot and began working on the monthly deliverables.

Scope of Work: Inbound Marketing Strategy and Setup: Includes

o Buyer Persona Development
o Integrated Marketing Strategy tailored to your target audience
o Setting SMART goals and benchmarks
o Setup and Configuration of HubSpot
o Setup and Optimization of Social Media Accounts
o Installation of Tracking Codes
o Email Marketing Strategy Development (Newsletter)
o Import of Contact List into HubSpot
o Keyword Research
o Content Marketing Blueprint (Editorial Calendar)
o Social Media Strategy (Posting Calendar)
o Competitive Analysis (3-4 competitors)
o Lead Nurturing Strategy Development (Lead Lists)

Inbound Marketing Monthly Deliverables: Included

o Monthly KPI/SMART goals based reporting
o Blog Post Development/Optimization (4/month)
o Premium Content Development
o On Page SEO
o Link Building
o Landing Page Development/offer
o Email Marketing
o Lead Nurturing Campaign
o Social Media Postings
o HubSpot Management
o Google Analytics Monitoring/ Reporting
o Video Optimization/Syndication
o Press Release Writing/Optimization/Syndication (1/month) prweb.com (Outside of HubSpot)

Result

At this time, we have completed 4 months of the HubSpot In bound Marketing Campaign and its deliverables and have achieved great results for the client. We’re moving into Month 5 in August 2016. Kindly review the highlights from the campaign below:

April 2016 Highlights:

o Overall website visits up 15%.
o Generated 16k new leads, up 2k% Mainly due to list imports from Marketo and US partners plus IRSHA industry trade show leads.
o Marketing brought in 4 customers, up 200% (we removed the import from Marketo).

May 2016 Highlights:

o MoM, we see growth from LinkedIn and Facebook primarily.
o Overall website visits up 10.42%
o Generated 11 new Qualified leads
o We had a decrease in LP views but +17% in form submission and + 25% in Conversion.

June 2016 Highlights:

o Overall website visits steady growth 2%
o Generated 14 new Qualified leads up 16% from previous month
o We had +62% in LP views and form submission + a 24% in Conversion Rate increase. Our campaign is paying off.

July 2016 Highlights:

o Feedback received from the client in July 2016:
o I received great feedback from InTouch today. (CEO) appears to be very pleased with our work overall.
o Overall website visits for social media and emails as increased by 30% and 172% respectively.
o Generated 9 new Qualified leads.
o The conversion rate for Demo LP has slightly increased to 8.82% and 7.69% for the whitepaper LP.

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