Portfolio Marketing automations

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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EIT InnoEnergy

Marketing-sales bridge in HubSpot

Client

EIT InnoEnergy

Marketing palette

HubSpot marketing and sales consultancy

Marketing-sales bridge

Marketing funnel optimisation

Website and HubSpot integration

Marketing and sales reporting in HubSpot

EIT InnoEnergy

Marketing-sales bridge in HubSpot

Client

EIT InnoEnergy

Marketing palette

HubSpot marketing and sales consultancy

Marketing-sales bridge

Marketing funnel optimisation

Website and HubSpot integration

Marketing and sales reporting in HubSpot

Need

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.

Solution Solution

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.

Results

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.

Working with Laura has been a real pleasure. She has been very helpful in the implementation of Hubspot in our company. Her knowledge, skills and hands-on attitude have allowed us to structure this project and get it done. She has been of very good advice and support, and I would definitely recommend her work as a consultant.

 

Susana Maure Perez, Senior Marketing Manager
EIT InnoEnergy

Laura is a highly-skilled, super motivated, professional and well-rounded marketing consultant. Over the course of two months, she supported our team in the implementation of Hubspot and more specifically consulting how to best bridge our marketing and sales activities and advising us on best practices across our marketing campaigns. Laura comes highly recommended at both a strategic and operational level and can be counted on to get a project done timely and exceeding expectations. On top of everything, she is an absolute delight to work with, positive and efficient – she isn’t afraid to delve into projects, ask questions and push her clients to be better and achieve more. I look forward to working with her again!

 

Amina Ariana Lang, Marketing & 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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