Portfolio Email marketing

TBB Connect

Marketing automations

Client

TBB.Connect (virtual conference) by EIT InnoEnergy

Marketing palette

Cvent – HubSpot integration through Zapier

HubSpot workflows

TBB Connect

Marketing automations

Client

TBB.Connect (virtual conference) by EIT InnoEnergy

Marketing palette

Cvent – HubSpot integration through Zapier

HubSpot workflows

Need

Every year, EIT InnoEnergy organises The Business Booster (TBB) conference to bring together industry, investors, policy makers and start-ups in the sustainable energy ecosystem and trigger new business opportunities in the field. In 2020, TBB was organised online and the Cvent event management software was used to manage the virtual conference. In parallel, EIT InnoEnergy used Hubspot for its email campaigns. The two systems were not integrated, which would lead to time-consuming data management done manually in the busy period before the event.

Solution Solution

After researching different integration possibilities and assessing the implementation speed and ease as well as the costs involved, I advised EIT InnoEnergy to use Zapier to connect the two systems. I then built the integration in Zapier to ensure an effective and segmented data flow from Cvent into HubSpot whenever a new attendee signed up for the event. In addition, I developed several automated HubSpot workflows to make sure that the email campaigns would effectively target the registrants.

Results

The Zapier integration helped EIT InnoEnergy’s marketing and communications team save a great amount of time on managing the audiences of the email campaigns before the event. The connection between Cvent and HubSpot meant that the participant data was instantly available in HubSpot and could be immediately used to send conference updates or excluded from the lead nurturing campaigns.

Laura is a real asset to any company that she works for. She is a problem solver and has an outstanding understanding of automated marketing systems.

 

Kayla Ebert, Corporate Communications Manager
EIT InnoEnergy
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Akvo project

A to Z HubSpot marketing & sales implementation

Client

Akvo Foundation

Marketing palette

Marketing-sales bridge

Marketing funnel optimisation

Marketing automations

Website and HubSpot integration

Database management

Marketing and sales reporting in HubSpot

 

Akvo project

A to Z HubSpot marketing & sales implementation

Client

Akvo Foundation

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 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.

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

Marketing processes, automations & campaigns

Client

EIT InnoEnergy Professional Learning

Marketing palette

HubSpot marketing and sales consultancy

Marketing funnel optimisation

Marketing-sales bridge

Online content

Email marketing

EIT InnoEnergy Professional Learning

Marketing processes, automations & campaigns

Client

EIT InnoEnergy Professional Learning

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 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

Marketing & content strategy

Client

Akvo Foundation

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

 

Akvo Foundation

Marketing & content strategy

Client

Akvo Foundation

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 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.

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

Online campaigns

Client

SNV Netherlands Development Organisation

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

SNV online campaign

Online campaigns

Client

SNV Netherlands Development Organisation

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

Digital strategy

Client

SNV Netherlands Development Organisation

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

Digital Strategy SNV

Digital strategy

Client

SNV Netherlands Development Organisation

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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HUTAC marketing strategy

Marketing strategy

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Marketing strategy

Content strategy

Website revamp

Email marketing

Social media

HUTAC marketing strategy

Marketing strategy

Client

Huygens Talent Circle (HUTAC)

Marketing palette

Marketing strategy

Content strategy

Website revamp

Email marketing

Social media

HUTAC website
HUTAC events system

About the project

In my role as a Board member and Marketing Strategist, I advised Huygens Talent Circle (HUTAC) on a new marketing strategy that would increase its member engagement and recruitment.

•  Conducted a member survey to measure the level of engagement and identify needs, interests, points of improvement etc.
•  Helped define the organisation’s objectives and target groups and advised on a refresh of the service portfolio.
•  Crafted a new value proposition and key messages to resonate with the newly identified personas.
•  Developed a new website from scratch based on the organisation’s objectives. This included defining the website strategy and structure, developing the design, writing the copy for all pages and advising on the user experience of the new member centre and event registration system.
•  Defined a new mix of promotional channels.
•  Based on the members’ needs, I came up with engagement tactics.
•  Kick-started content generation in order to increase engagement; contributed to the blog.
•  Created new marketing materials for events (to increase member recruitment). Advised on the organisation’s video production.
•  Developed and executed the marketing plan for the 2015 HUTAC Annual Conference, bringing together a record number of participants, half of whom were new members.

HUTAC website
HUTAC events system
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