proper Goal Setting and strategy
The first thing we did was a goal-setting exercise to figure out exactly what their KPIs were and how we could achieve them. We first established what their revenue goals were and then extracted that into how many customers, opportunities, MQLs, leads, and site visits we'd need to hit those goals. This gave us clear insight into where our biggest hurdles were going to be and enabled us to hone in on specific opportunities to improve.
We also build a comprehensive content strategy that involved blogs, pillar pages, landing pages, and more. We organized the strategy into 90 day campaigns and used HubSpot's SEO tool to organize the pillars into topic clusters.
Create new education-based content For Organic
Our pillar strategy was aimed at getting in front of our buyer personas with helpful, relevant content for the problems they were looking for solutions to. By doing this, we not only established ourselves as a thought leader in this space, we delivered proactive solutions via blog and pillar content that brought organic traffic to the site like never before. Getting in front of the target audience's pain points earlier enabled us to frame what the solutions to their problems are and get to the decision-maker more quickly.
re-engage audience to warm up dormant contacts
Once we were bringing more organic leads than ever before, we utilized HubSpot's workflow tools to create a nurturing system that delivered valuable touch points to our contacts. Rather than ask for a sales conversation or come off as pushy, we instead just continued to offer content that solved problems for them and let them come to us in their own time.
We also held a series of webinars to move contacts through the funnel with a high-value piece of premium content that not only warmed up existing contacts, it serves as an amazing piece of gated content that we can use to generate new leads. Our most recent one influenced more than $600,000 in revenue!
Combine two disconnected HubSpot portals
ATI and Microtek were both on separate HubSpot portals, which created many issues. Their sales teams weren't aligned, there was limited visibility between the two brands, and logistically it created silos. To resolve this, we combined both companies into the same portal, which included migrating Microtek's entire webste. This enabled us to see the full picture, build processes to align their marketing and sales teams, and provide accurate and detailed reporting all in one place.
New websites on Hubspot
Many of the challenges that ATI and Microtek faced were because their websites were outdated and didn't do a good job of passing the eye test, bringing the right traffic to their site, and demonstrating the problems they solved for their target audience. We built two complete websites that distinctly match each brand, yet similar enough to show consistency under the CAVU umbrella.
Bringing both sites onto one platform also gave their marketing team invaluable insight into their traffic analytics, lead generation, conversion metrics, and more.
Prioritize leads appropriately for their sales team
The purpose of bringing in organic traffic and offering TOFU content was to bring in more leads to the top of the funnel, and by nurturing them we continued to engage with our leads. However, we knew we needed a scalable way to figure out who was ready to be handed off to the Sales team.
So, we used HubSpot's lead scoring tool to determine both HIGH FIT and HIGH ENGAGEMENT leads--and built a workflow to change their lifecycle stage to MQL. At this point, they were handed off to Sales. That way, Sales didn't have to spend their time cold-calling and instead were being delivered a steady stream of warmed-up, quality leads.
Hand off to sales
To deliver these leads to sales, we built a workflow that said once a contact's HubSpot score = 25, they were changed to a Marketing Qualified Lead and assigned to a sales rep.
Track appropriate KPIs with reports
We documented and dialogued on every major campaign along the way using HubSpot's Dashboard and Reporting tools. By tracking things like:
- Highest performing landing page
- Which blogs had the most organic traffic
- Where new leads were being generated
- The success of nurturing campaigns
We were able to pull meaningful, actionable data and make confident decisions to improve and report on everything we did.
maintain a product library in hubspot
We helped their sales team utilize the full suite of Sales Products inside HubSpot including calendars, sequences, lead scoring, and more to unify them under one consistent process that empowers them to spend less time tracking administrative work and more time selling.
The Path To Success