Portfolio Email marketing

Somaye Dehban - Content project

Client

Somaye Dehban | Nexus Strategist

Project

Strategic content development

Marketing palette

Value proposition

Event messaging

Website wireframes and content

Newsletters in HubSpot

Somaye Dehban - Content project

Client

Somaye Dehban | Nexus Strategist

Project

Strategic content development

Marketing palette

Value proposition

Event messaging

Website wireframes and content

Newsletters in HubSpot

550+

people expressed interest in the event within 2 weeks

40%+

newsletter open rates

6%+

newsletter click rates

Need

Somaye Dehban is a Nexus Strategist, Change Leader and Connector. She brings together seemingly unlikely partners to drive sustainable change and helps mission-driven organisations develop practical strategies for SDG impact scale-up. Somaye needed to: 1) define the value proposition for her new business; 2) clarify and tailor de messaging for a strategic event she was going to organise; 3) develop customer-centric content for her new website; and 4) produce a series of newsletters for different target groups.

Solution

After a series of deep-dive sessions to gain an in-depth understanding of the target audience’s challenges and Somaye’s unique approach to addressing those challenges, we distilled the value proposition for her business as well as the overarching message for the event. This gave us the foundation to then tailor the message to her various target groups, develop the website wireframes, write engaging website content and send newsletters that resonate with the audiences’ interests.

Results

Somaye now has a solid value proposition, clear customer-centric website messaging as well as tailored messages per audience, which she can easily re-purpose across channels. The event messaging attracted the interest of 550+ people within two weeks. The email campaigns generated open rates of 40%-50% and click rates of 6%-11.5%. Somaye can also save time on future campaigns by making use of the email templates created for this project.

Laura is the manifestation of “Integrity”! Everything she does is absolutely the top quality that one can expect. She always – always – goes the extra mile to provide the best service for her clients. She is very knowledgeable in the domain of purpose-driven marketing and I am extremely grateful to have had her as my marketing advisor. I highly recommend Laura for any purpose-driven enterprise.

 

Somaye Dehban, Nexus Strategist & Change Leader
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Somaye Dehban - HubSpot project

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Somaye Dehban - HubSpot project

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Need

Somaye Dehban is a Nexus Strategist, Change Leader and Connector. She brings together seemingly unlikely partners to drive sustainable change and helps mission-driven organisations develop practical strategies for SDG impact scale-up. Somaye needed to organise, re-engage and segment her contacts in line with her new business strategy. She needed support in structuring her HubSpot CRM, marketing and sales system accordingly.

Solution

We started with a database audit in order to understand what the current audiences looked like in terms of relevance to business objectives, segmentation and engagement. We then ran a campaign to re-engage the database, segment it according to the target groups identified and attract new leads. The work also included advice on strategic segmentation, campaign messaging, GDPR compliance processes as well as training on how to maximise the use of HubSpot.

Results

Somaye now has a well-structured marketing and sales system and a newly engaged database that allow for highly tailored marketing campaigns and sales conversations. The streamlined processes and centralised data are key in improving decision-making and scaling marketing and sales efforts. The re-engagement campaigns had open and click rates higher than the industry average (on average, 30%+ and 3%+, respectively).

Laura is the manifestation of “Integrity”! Everything she does is absolutely the top quality that one can expect. She always – always – goes the extra mile to provide the best service for her clients. She is very knowledgeable in the domain of purpose-driven marketing and I am extremely grateful to have had her as my marketing advisor. I highly recommend Laura for any purpose-driven enterprise.

 

Somaye Dehban, Nexus Strategist & Change Leader
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EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

EIT InnoEnergy Innovations - Customer Journey

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Need

EIT InnoEnergy provide a marketplace of innovative and sustainable energy solutions to help companies reach their net zero goals and speed up the energy transition. The company needed a funnel strategy so they could generate, nurture and convert more qualified online leads for their solutions. They also needed to set up the funnel in HubSpot and automate their processes.

Solution

We started by mapping the customer journey for the buyer personas and by creating a step-by-step visualisation of the touchpoints and content that are key in attracting, engaging and retaining EIT InnoEnergy’s audience across channels. We then set up the resulting processes in HubSpot (automated nurturing and sales email workflows; lifecycle stage definition and workflows; lead scoring etc) to effectively drive leads down the funnel. We also set up an analytics dashboard to track the funnel results, including conversion rates from one stage to another and multi-touch revenue attribution reports.

Results

EIT InnoEnergy now has a clear, well-functioning customer journey for its sustainable energy innovations as well as a set of strategic content ideas and actions that address the needs of the personas and help position the company as a thought leader in its field. The sales funnel strategy and HubSpot processes help attract the right leads and consistently nurture them with tailored content so that sales reps can receive an increasing number of truly qualified leads. In addition, lead scoring helps sales reps prioritise their leads based on sales readiness.
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SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

SkillCharge project

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

5x

more webinar participants than initial target

45%

email open rates

5%

email click rates

3%

lead to opportunity conversion rate

Need

EIT InnoEnergy needed to launch its new AI-powered platform, SkillCharge Enterprise, and get the attention of team leads and HR professionals in the energy sector. SkillCharge Enterprise allows energy companies to easily map the skills of their staff, identify skills gaps based on trends in the sector and provide tailored course recommendations for their employees.

Solution

I helped the SkillCharge team craft a value proposition for the new product, create online content that highlights the needs the platform addresses and the unique value it provides, and organise a topical webinar for the launch (on the use of AI for talent management in the energy sector). To promote the webinar, I used highly tailored email marketing, social media, LinkedIn ads and blogging. Following up on the webinar, I put together an email marketing automation aimed at encouraging participants to book a tailored demo of the platform.

Results

The webinar attracted about five times more participants than the initial target, the emails sent had open and click rates substantially higher than industry benchmarks (on average, 45% and 5%, respectively), and the conversion rate from lead to opportunity was 3%. In addition, SkillCharge now has the key messages, online content and digital processes in place to keep generating qualified leads.
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Azkua - ActiveCampaign

Client

Azkua

Project

ActiveCampaign implementation & marketing automations

Marketing palette

ActiveCampaign marketing system set-up

Data migration to ActiveCampaign

Audience segmentation

Lead generation forms

Marketing automations

Email marketing

Azkua - ActiveCampaign

Client

Azkua

Project

ActiveCampaign implementation & marketing automations

Marketing palette

ActiveCampaign marketing system set-up

Data migration to ActiveCampaign

Audience segmentation

Lead generation forms

Marketing automations

Email marketing

2x

more leads in the database in one month

45%

email open rates

10%

email click rates

Need

Azkua provides coaching programmes and workshops that support professional, purpose-driven women in unleashing their leadership potential and finding more meaning in their jobs. The company needed to optimise their marketing efforts so they could generate, nurture and convert more qualified leads for their programmes. In order to do so, they needed a CRM and marketing system that would bring all their lead and customer data into one place, help them drive engagement and conversions, and save time while at it.

Solution

After reviewing and testing several systems, I supported Azkua in acquiring ActiveCampaign as the ideal choice for the company’s business model, budget and future plans. I then managed the implementation of the system: from migrating the lead and customer data from various files and systems, strategically segmenting the CRM and mailing lists, and integrating Azkua’s website with ActiveCampaign, to creating lead generation forms, ensuring GDPR compliance, sending the initial campaigns, and developing automations for lead nurturing. I also provided training for the team to maximise the use of ActiveCampaign.

Results

Azkua can now better understand its audience and optimise the customer journey of their coaching programmes. Because all data and processes are centralised and automations are in place, the company can now boost their marketing efforts in a time-efficient way. It can produce powerful campaigns by easily slicing and dicing its database for optimum segmentation, and can make strategic decisions based on reliable data. The first campaigns had open and click rates substantially higher than industry benchmarks (on average, 45% and 10%, respectively). In addition, within a month from the implementation, Azkua had doubled its mailing list.

We’ve had the pleasure of working with Laura to set up our new CRM and email marketing system. Laura is a true expert in her field and easily transported us out of the ”dark ages” to a place where we can now easily measure our client engagement, create tailor-made automations for specific needs, and welcome new joiners to our tribe. Laura reviewed and tested several systems before recommending the one that would suit our needs, budget and future aspirations the very best. She also helped us clarify and sequence our customer journey, generate plenty of ideas for our content strategy, and from there develop the wireframes for our website. Professional, detailed, action oriented and quickly responding to our questions and needs Laura is a true asset.

 

Manuela Damant, Women's Leadership Coach & Trainer
Azkua

We worked with Laura to streamline Azkua’s marketing processes and define our customer journey. We now have a well functioning marketing automation system that ensures all relevant data goes through one channel. She also helped us identify our client persona and designed our website wireframes, so we can ensure that all our communications address the client base we want to reach. Laura brings a wealth of knowledge with her and her maximising nature will make sure you deliver on the deadlines agreed at the outset.

 

Dovile Corrigan, Strengths Coach & Trainer
Azkua
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Akvo project

Client

Akvo

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

 

Akvo project

Client

Akvo

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

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company 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. In less than two years, Akvo generated 1,700+ qualified online leads and over €2mln in sales from online leads.

Laura is one in a million. I have never encountered a person with her unique mix of high-level strategic thinking and brilliantly detail-oriented executive skills. Laura is creative, determined and enthusiastic as well as a great sparring partner whose solid and thoughtful advice is to be taken seriously. She can navigate complex situations and deliver on a project against all odds. I always trusted her to pick up and enrich the brief on the fly and make things happen. Usually exceeding expectations, she was ahead of the curve in bringing innovation when the organization most required it. During her time at Akvo, Laura improved our marketing efforts enormously. Thanks to her, we’ve been able to roll out consistent marketing campaigns and generate qualified leads like never before. She used her creativity, intelligence, abundance of energy and entrepreneurial drive to make a marketing strategy that worked, brought results and hit the bottom line.

 

Alvaro de Salvo, Head of Marketing & Communications
Akvo
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EIT InnoEnergy Professional Learning

Client

EIT InnoEnergy Professional Learning

Project

Marketing processes, automations & campaigns

Marketing palette

HubSpot marketing and sales consultancy

Marketing funnel optimisation

Marketing-sales bridge

Online content

Email marketing

EIT InnoEnergy Professional Learning

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.

I had the pleasure of working with Laura on a variety of projects over a 7 month period. From a marketing perspective, Laura had the Midas touch and excelled in everything she worked on, delivering exceptional quality of work, on time and in budget. But what really sets Laura apart is her professionalism, her can-do attitude, her passion for what she does, and above all, her work ethic. I have no hesitation in recommending Laura to consult at strategic and operational level for marketing projects.

 

Etienne de Jager, Senior Marketing Manager
EIT InnoEnergy Professional Learning
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Akvo Foundation

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

 

Akvo Foundation

Client

Akvo

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

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company needed to generate more qualified leads, boost business development and kick-start more projects in key sectors. In order to achieve this, Akvo 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

In less than two years, the new practices resulted in 1,700+ qualified 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.

Laura is one in a million. I have never encountered a person with her unique mix of high-level strategic thinking and brilliantly detail-oriented executive skills. Laura is creative, determined and enthusiastic as well as a great sparring partner whose solid and thoughtful advice is to be taken seriously. She can navigate complex situations and deliver on a project against all odds. I always trusted her to pick up and enrich the brief on the fly and make things happen. Usually exceeding expectations, she was ahead of the curve in bringing innovation when the organization most required it. During her time at Akvo, Laura improved our marketing efforts enormously. Thanks to her, we’ve been able to roll out consistent marketing campaigns and generate qualified leads like never before. She used her creativity, intelligence, abundance of energy and entrepreneurial drive to make a marketing strategy that worked, brought results and hit the bottom line.

 

Alvaro de Salvo, Head of Marketing & Communications
Akvo
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SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

SNV online campaign

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV campaigns

About the project

In my 1.5-year role as Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed online campaigns to strengthen the organisation’s thought leadership around key products. The campaigns helped position SNV around certain topics, boost visibility and drive engagement among target donors. Campaigns I managed included: COP22/climate action; gender equality; health; youth employment; ending energy poverty and more.

•  Developed an editorial calendar based on the marketing plan, the Sustainable Development Goals, key events and relevant international days. This brought focus and consistency in communications.
•  Identified themes to focus on.
•  Mobilised content around key topics.
•  Wrote and edited blog posts around key topics (eg. Looking back at 2016 | Working towards SDG3: healthy lives and well-being for all | Providing youth with concrete employment perspectives | The power of dialogue in accelerating gender equality).
•  Managed social media campaigns.
•  Produced newsletters to support the campaigns (eg. COP22 newsletter | January 2017 newsletter).
•  Adapted the website to effectively showcase the campaigns and trigger engagement.
•  Integrated findings from the web analytics.

Online campaign SNV
38%

increase in number of LinkedIn followers

94%

increase in LinkedIn engagement

38%

increase in number of Twitter followers

220%

increase in Twitter engagement

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Digital Strategy SNV

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

Digital Strategy SNV

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

SNV online campaigns

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I drew up the organisation’s digital strategy for its 26 country offices. The strategy is based on a website and social media audit I conducted, is aligned with SNV’s marketing strategy and includes thorough guidance on how to strengthen SNV’s digital presence. It also outlines ways in which SNV staff worldwide can effectively contribute to online initiatives and provides guidelines to ensure content quality and consistency across all SNV’s digital channels in the 26 countries. The strategy is key in:

•  Cultivating relationships with key donors and partners through engaging online content.
•  Effectively promoting SNV’s products, programmes and publications across digital channels where donors are present.
•  Positioning SNV as thought leader in its relevant sectors and as key contributor to the Sustainable Development Goals through online campaigns.
•  Strengthening the SNV brand by ensuring a cohesive tone and voice across the organisation.

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