Creating a 5-Star Customer Experience
Learn more how our Clients gained more leads and improved their sales & marketing with HubSpot.
Edinburgh Connections secured high renewal rate from its members
We introduced a Lead Scoring System by assigning positive and negative attributes to track member engagement (attendance at events, no-shows [booking but not attending], interaction on EC social media, etc.) If the score is low, it notifies sales reps that certain members are not well engaged. We used a workflow to notify the sales rep via text message as well as another to send dedicated content to the members to reengage with the organisation.
We also created a renewal deal pipeline stage for each member that automatically triggers actions for sales reps on a recurring annual basis. This allows the Edinburgh Connections sales and marketing team to work more efficiently.
Saving Time and Increasing Leads
For a small investment of our time, Edinburgh Connections will save countless hours going forward on marketing administrative tasks.
We created marketing assets for our Client to secure more leads, including newsletter landing pages, integration with third-party cart provider to collect payments and update records via status list integration as well as a popup and chat flow integration with the Client’s WordPress website.
Co-owner of Edinburgh Connections Colin McKeand said: “HubSpot helped us to organise our database of members and increase their engagement, leading to a much improved renewal rate.”
About Edinburgh Connections
Edinburgh Connections is a business networking club in Scotland offering online and F2F networking events for SMEs
Edinburgh Connections (EC) relies on B2B contacts. The goal with the Client was twofold: 1, manage a database of members & non-members and 2, increase new membership signups.
The main challenge was to organise the database well and understand how contacts are interacting with content and events. In addition, we wanted to make sure that existing members will renew their membership.
Driving Revenue and Retaining Members
- Industry: Professional Service
- HubSpot Licence used: Sales & Marketing Professional
- Integration implemented with HubSpot: Survey Kiwi, Eventbrite, Zoom
- Number of developed workflows: 20
- 35% growth year-on-year in membership signups
- 95% of members renewed membership every year
- 40% increase in leads
Commpare approached us to organise their extensive database.
The main challenge was to produce a system for them to use to organise all the information they hold about prospects, enabling them to segment and send relevant information to the right people at the right time.
We implemented a tagging system based on segments which we developed, including geographic location, product type and more. We provided tailored training for the staff in how to use deal stages and contact management.
Commpare is a utilities and merchant services comparison service that is Free to all Commercial businesses and Business owners.
They offer a fair and unbiased view of Water, Gas, Electricity and Merchant Services deals available in the UK.
Driving Revenue through Content Engagement
- Industry: Consultancy
- HubSpot Product used: Sales Starter
- Segmenting Database
- Creating Custom Property to capture data, that triggers reminders
- Tailored Training about Contact Management
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We provided tailored training to help them set up the marketing and sales starter functionality of HubSpot.
GottaBe! developed a number of landing pages and email marketing strategies to nurture relationships with their Clients. Work done for the Client also involved developing buyer personas, mapping the sales journey and implementing resources section on the website for lead generation purposes.
GotttaBe! is an award-winning field and experiential marketing agency based in Southampton.
Driving Revenue and Retaining Members
- Marketing & Advertising
- HubSpot Product used: Starter Growth Suite
- Getting Started with HubSpot Training Sessions
We moved PBLINK from WordPress to HubSpot Blogging tool. The transition was complex and involved moving 2.5k posts in 2 languages and mapping them out in a HubSpot system. The work also included organising redirection of URLs, designing system pages (error pages, registration pages, etc) and opening 3 blogs: one for members; one for events; and another one acting as a Home Page. We also created a number of landing pages and implemented smart content dependent on whether contacts are in a segment list, to nurture relationships with prospects.
One idea we have come up with is to create a list of contacts who have never been to one of our events and used the HubSpot smart content tool to encourage bookings, said Anna, event engagement specialists at PBLINK.
Another challenge was to organise sales with HubSpot. We introduced a renewal pipeline for 120+ members and partners. The system automatically moves existing deals based on the automatic payment record into the new pipeline. In addition, we developed payment notifications, helping our Client to save time on reminders such as expired date payment cards or renewal notifications.
B2B Marketing organisations like PBLINK involve constant improvement. We integrated HubSpot with Survey Kiwi, so the Client can send emails 1 hour after each event to get feedback from the attendees. If a prospect expresses interest in joining the organisation, we put a workflow in place to nurture the relationship and finally pass them on to the sales rep.
We developed 150 Knowledge Base articles and published them on the Client’s blog. The articles describe how PBLINK works with its members. These links were used in the prospecting tools such as sequences and workflows. In addition, we developed 6 major SEO clusters to provide content on PBLINK pillar pages. That helped us to get more relevant traffic to the blog.
We have developed a portfolio of CTA buttons and forms to qualify leads in their buyer journey. We found that image CTAs perform far better than buttons, as they are more relevant to users.
Finally, we used integrations to link Eventbrite and Google Sheets, to allow upload of event delegates lists for sharing with members.
PBLINK is a membership organisation and B2B portal in the UK. PBLINK was founded in 2012 to support diverse business entrepreneurs with their ambition of growing a business in the UK, outside of their homeland.
PBLINK organises 50+ online and F2F events. With over 120 members and 3k businesses in the database, the main challenge was to implement inbound marketing methodology.
25% web traffic increase
- Industry: Professional Services, Media
- HubSpot Product used: Sales & Marketing Professional
- Integration implemented with HubSpot: Survey Kiwi, Eventbrite, Google Sheets, Stripe Vidyard, Quickbooks online, Zoom
- Number of developed workflows: 40
- 100+ increase in leads per month
- 25% web traffic increase
Bart was recommended to me through a shared network we are both part of. CRM options were all a bit confusing to me so I wanted to engage with a professional to assist us in selecting the right platform but also then to implement the platform across our team.
After much advice from Bart we eventually settled on the version of the platform and Bart agreed to expedite our implementation process as we were keen to get up and running ASAP.
Despite tight time constraints, the quality of support/training we have received from both Bart and Anna was outstanding - my own thoughts were echoed by our sales team who attended the sessions.
I was blown away by the standard of attention to detail with the supply of documentation, supporting links to content and general overall guidance. I would absolutely recommend the services of Bart (and in fact have recommended him already) and we intend to continue to work together now we have completed the initial implementation sessions.