EIT InnoEnergy works as an engine for innovation and entrepreneurship in sustainable energy in Europe. The company had recently acquired the HubSpot marketing and sales software and needed support in maximising its use. More specifically, it needed to: build a strong bridge between marketing and sales in HubSpot in order to ensure an optimum customer journey; effectively integrate the system with the website in order to boost lead generation; and track results more easily.
To ensure that HubSpot is effectively used in strengthening the company’s bridge between marketing and sales, I helped define the funnel stages in the system and built automated workflows that underpin the journey from lead generation to qualification for sales and customer conversion. I also streamlined the company’s website forms for an effective data flow into the CRM and helped translate the sales reporting and financial forecasting previously done in Excel into real-time dashboards in HubSpot. In addition, I provided training and best practices on how to keep using HubSpot for marketing and sales alignment.
EIT InnoEnergy now has a more solid bridge between marketing and sales, ensuring that sales reps only receive qualified leads and can invest their time more efficiently. The clearly defined funnel stages together with the automated workflows allow for a smoother customer journey and help drive conversions in an efficient manner. The new dashboards save time on reporting and deliver real-time insights for strategic decision-making.
Client
Akvo Foundation
Project
A to Z HubSpot marketing & sales implementation
Marketing palette
Marketing-sales bridge
Marketing funnel optimisation
Marketing automations
Website and HubSpot integration
Database management
Marketing and sales reporting in HubSpot
1700+
New online leads
27%+
Email campaigns open rate
2mln+ euro
Sales from online leads
Need
The Akvo Foundation helps governments and non-governmental organisations unlock the power of data for sustainable change. Akvo needed a system that would underpin its marketing and business development strategy and support the bridge between the two. It also needed to streamline its CRM, develop targeted campaigns, build a funnel that effectively converts leads into customers, and improve its reporting.
Solution
After researching a range of systems, I supported Akvo in acquiring HubSpot Marketing and Sales Professional as the ideal choice for the organisation’s business model. I then managed the implementation of the system across Akvo’s seven offices around the world: from aligning the system’s processes with Akvo’s strategy, migrating all data into a cohesive set-up and integrating Akvo’s website and blog with HubSpot, to building the organisation’s funnel, creating automated workflows that bridge marketing and sales, and developing reporting dashboards. I also provided training for the Akvo staff to maximise the use of HubSpot.
Results
Akvo can now better understand and easily optimise its customer journey from the awareness stage to customer conversion and retention. Because all data and processes are centralised and automations are in place, the organisation can now save a great amount of time on managing its marketing and sales. It can also produce powerful campaigns by easily slicing and dicing its database for optimum segmentation, and can make strategic decisions and reliable predictions based on real-time data. Since the beginning of 2019, Akvo has generated 1,700+ online leads and over €2mln in sales from online leads.
Client
EIT InnoEnergy Professional Learning
Project
Marketing processes, automations & campaigns
Marketing palette
Marketing funnel
Marketing and sales bridge
HubSpot consultancy and implementation
Online content
Email marketing
Need
EIT InnoEnergy Professional Learning offers online and blended courses for professionals and bespoke learning solutions for companies in the energy space. The company needed to improve its marketing processes in order to boost lead generation and sales. As it had just acquired the HubSpot marketing and sales software, the company also needed support in implementing the system and ensuring an effective data flow from its learning management platform into the HubSpot CRM.
Solution
I helped the company build its marketing funnel and optimise the customer journey with the use of the HubSpot marketing and sales software. I managed the integration between the learning platform and HubSpot, advised on lead scoring and developed automated workflows that guarantee a smooth process from lead generation to nurturing and customer conversion. I also made sure that lead and customer data is automatically migrated and segmented in HubSpot to allow for tailored marketing and (repeat) sales campaigns. Plus, in order to ensure an optimum use of the system and a working funnel, I provided training for the marketing and sales teams.
Results
EIT InnoEnergy Professional Learning now has a solid marketing funnel and a strong bridge between marketing and sales, allowing for sales reps to only receive qualified leads and invest their time more efficiently. The HubSpot processes ensure a smooth customer journey and help drive conversions in an efficient manner. The email campaigns have generated open rates consistently higher than the education and training industry average.
Client
Akvo Foundation
Project
Marketing & content strategy
Marketing palette
Marketing strategy
Personas and key messages
Customer journey
Content strategy
Website revamp
Online campaigns
1700+
New online leads
27%+
Email campaigns open rate
2mln+ euro
Sales from online leads
Need
The Akvo Foundation helps governments and non-governmental organisations unlock the power of data for sustainable change. Akvo needed to generate more qualified leads, boost business development and kick-start more projects in key sectors. In order to achieve this, the organisation needed a more strategic approach to marketing and a stronger alignment between marketing and sales.
Solution
I developed a marketing strategy primarily focused on inbound marketing principles. This included defining Akvo’s buyer personas, developing marketing messages, optimising its customer journey and supporting a full website revamp. I also implemented the HubSpot system to bridge marketing and sales. In addition, I laid the foundation for Akvo’s Data Journey blog and put together a content strategy that addresses the goals and challenges identified during the persona research phase and is key in lead generation and nurturing campaigns.
Results
Since the beginning of 2019, the new practices have resulted in 1,700+ online leads and over €2mln in sales from online leads. In addition, Akvo now has a more strategic and structured approach to marketing, a clear understanding of its customers’ journey and a value proposition that better resonates with its customers’ needs and goals.