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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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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SNV website revamp

Website revamp

Client

SNV Netherlands Development Organisation

Marketing palette

Website revamp

Web analytics

Content strategy

Marketing strategy

SNV website revamp

Website revamp

Client

SNV Netherlands Development Organisation

Marketing palette

Website revamp

Web analytics

Content strategy

Marketing strategy

15%

increase in monthly visits

80%

decrease in bounce rate

15%

increase in monthly unique visitors

45%

increase in number of pages/visit

SNV website

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I initiated and managed a major website revamp in order to improve the user experience, increase engagement and return rates, better showcase SNV’s impact, boost the organisation’s thought leadership around key products and decrease website costs in the long run.

I conducted a website audit, identified bottlenecks, developed user stories and wireframes for new functionalities and worked closely with web developers on the implementation. The end result was a dynamic, engaging and flexible website, supporting SNV’s business objectives. New functionalities ensured:

•  A focus on campaigns and important calls to action.
•  Extra visibility for news, blogs, social media updates, multimedia, new publications –based on specific campaigns.
•  More exposure for SNV’s multitude of activities (through project updates, infographics, social media integration, videos).
•  Support for boosting thought leadership around key products (through regular fresh content, extra exposure, infographics, calls to action).
•  A more intuitive user experience (through consistency, better search functionality, clearer and engaging language, prioritisation of content based on web analytics).
•  A more flexible content management system.

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SNV web analytics

Website & social media audit

Client

SNV Netherlands Development Organisation

Marketing palette

Web analytics

Website revamp

Social media

SNV web analytics

Website & social media audit

Client

SNV Netherlands Development Organisation

Marketing palette

Web analytics

Website revamp

Social media

SNV website revamp

About the project

As Global Marketing & Communications Advisor at SNV Netherlands Development Organisation, I conducted a website and social media audit, put together a web analytics dashboard with KPIs linked to the organisation’s objectives, and kick-started regular reporting to track the performance of the website and the social media campaigns.

The website audit and reports were key in identifying points of improvement as well as in the creation of a digital strategy and the decision-making regarding a major website revamp. Regular reporting helped improve the online campaigns by indicating what type of content drives more engagement, what should be improved, what topics should be addressed next etc as well as by providing an understanding of the online audience’s demographics, interests etc.

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EIT social media coverage

Social media coverage

Client

European Institute for Innovation & Technology (EIT) | 2013 Awards Ceremony

Marketing palette

Campaigning on Twitter, Facebook & LinkedIn

Live tweeting from press conference and keynote speech

Reporting on social media analytics

EIT social media coverage

Social media coverage

Client

European Institute for Innovation & Technology (EIT) | Awards Ceremony

Marketing palette

Campaigning on Twitter, Facebook & LinkedIn

Live tweeting from press conference and keynote speech

Reporting on social media analytics

739

Facebook engagements in 8 hours

233

Twitter engagements in 8 hours

364

Event hashtag tweets in 8 hours

About the project

In November 2013 I managed the live coverage of the European Institute for Innovation & Technology’s (EIT) Awards Ceremony on social media. That included putting the award nominees and winners in the spotlight on Facebook, Twitter and LinkedIn (through content about their innovative ideas, quotes, photography etc), live tweeting from the press conference and the keynote speech, and writing summaries of the speeches and the event discussions on the organisation’s  LinkedIn group.

This generated high audience engagement during the 8 hours of the event. See some of the stats above.

The EIT Awards celebrate innovation and entrepreneurship in Europe by recognising and rewarding successful start-ups, innovative projects and young entrepreneurial talent. In 2013, the keynote speech was given by Naveen Jain, trustee of the board and vision circle member at the X PRIZE Foundation, board member of Singularity University and founder of the World Innovation Institute, Moon Express, BlueDot, Viome, Intelius, Talent Wise and InfoSpace.

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