Marketing automations

Somaye Dehban | HubSpot database audit, engagement & segmentation

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Need

Somaye Dehban is a Nexus Strategist, Change Leader and Connector. She brings together seemingly unlikely partners to drive sustainable change and helps mission-driven organisations develop practical strategies for SDG impact scale-up. Somaye needed to organise, re-engage and segment her contacts in line with her new business strategy. She needed support in structuring her HubSpot CRM, marketing and sales system accordingly.

Solution

We started with a database audit in order to understand what the current audiences looked like in terms of relevance to business objectives, segmentation and engagement. We then ran a campaign to re-engage the database, segment it according to the target groups identified and attract new leads. The work also included advice on strategic segmentation, campaign messaging, GDPR compliance processes as well as training on how to maximise the use of HubSpot.

Results

Somaye now has a well-structured marketing and sales system and a newly engaged database that allow for highly tailored marketing campaigns and sales conversations. The streamlined processes and centralised data are key in improving decision-making and scaling marketing and sales efforts. The re-engagement campaigns had open and click rates higher than the industry average (on average, 30%+ and 3%+, respectively).

EIT InnoEnergy Innovations - Customer Journey

Innovations by EIT InnoEnergy | Customer journey & sales funnel in HubSpot

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Need

EIT InnoEnergy provide a marketplace of innovative and sustainable energy solutions to help companies reach their net zero goals and speed up the energy transition. The company needed a funnel strategy so they could generate, nurture and convert more qualified online leads for their solutions. They also needed to set up the funnel in HubSpot and automate their processes.

Solution

We started by mapping the customer journey for the buyer personas and by creating a step-by-step visualisation of the touchpoints and content that are key in attracting, engaging and retaining EIT InnoEnergy’s audience across channels. We then set up the resulting processes in HubSpot (automated nurturing and sales email workflows; lifecycle stage definition and workflows; lead scoring etc) to effectively drive leads down the funnel. We also set up an analytics dashboard to track the funnel results, including conversion rates from one stage to another and multi-touch revenue attribution reports.

Results

EIT InnoEnergy now has a clear, well-functioning customer journey for its sustainable energy innovations as well as a set of strategic content ideas and actions that address the needs of the personas and help position the company as a thought leader in its field. The sales funnel strategy and HubSpot processes help attract the right leads and consistently nurture them with tailored content so that sales reps can receive an increasing number of truly qualified leads. In addition, lead scoring helps sales reps prioritise their leads based on sales readiness.

SkillCharge Enterprise by EIT InnoEnergy | Product launch & marketing automations

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

more webinar participants than initial target

45%

email open rates

email click rates

lead to opportunity conversion rate

Need

EIT InnoEnergy needed to launch its new AI-powered platform, SkillCharge Enterprise, and get the attention of team leads and HR professionals in the energy sector. SkillCharge Enterprise allows energy companies to easily map the skills of their staff, identify skills gaps based on trends in the sector and provide tailored course recommendations for their employees.

Solution

I helped the SkillCharge team craft a value proposition for the new product, create online content that highlights the needs the platform addresses and the unique value it provides, and organise a topical webinar for the launch (on the use of AI for talent management in the energy sector). To promote the webinar, I used highly tailored email marketing, social media, LinkedIn ads and blogging. Following up on the webinar, I put together an email marketing automation aimed at encouraging participants to book a tailored demo of the platform.

Results

The webinar attracted about five times more participants than the initial target, the emails sent had open and click rates substantially higher than industry benchmarks (on average, 45% and 5%, respectively), and the conversion rate from lead to opportunity was 3%. In addition, SkillCharge now has the key messages, online content and digital processes in place to keep generating qualified leads.

Azkua | ActiveCampaign implementation & marketing automations

Client

Azkua

Project

ActiveCampaign implementation & marketing automations

Marketing palette

ActiveCampaign marketing system set-up

Data migration to ActiveCampaign

Audience segmentation

Lead generation forms

Email marketing

Client

Azkua

Project

ActiveCampaign implementation & marketing automations

Marketing palette

ActiveCampaign marketing system set-up

Data migration to ActiveCampaign

Audience segmentation

Lead generation forms

Marketing automations

Email marketing

more leads in the database in one month

45%

email open rates

10%

email click rates

Need

Azkua provides coaching programmes and workshops that support professional, purpose-driven women in unleashing their leadership potential and finding more meaning in their jobs. The company needed to optimise their marketing efforts so they could generate, nurture and convert more qualified leads for their programmes. In order to do so, they needed a CRM and marketing system that would bring all their lead and customer data into one place, help them drive engagement and conversions, and save time while at it.

Solution

After reviewing and testing several systems, I supported Azkua in acquiring ActiveCampaign as the ideal choice for the company’s business model, budget and future plans. I then managed the implementation of the system: from migrating the lead and customer data from various files and systems, strategically segmenting the CRM and mailing lists, and integrating Azkua’s website with ActiveCampaign, to creating lead generation forms, ensuring GDPR compliance, sending the initial campaigns, and developing automations for lead nurturing. I also provided training for the team to maximise the use of ActiveCampaign.

Results

Azkua can now better understand its audience and optimise the customer journey of their coaching programmes. Because all data and processes are centralised and automations are in place, the company can now boost their marketing efforts in a time-efficient way. It can produce powerful campaigns by easily slicing and dicing its database for optimum segmentation, and can make strategic decisions based on reliable data. The first campaigns had open and click rates substantially higher than industry benchmarks (on average, 45% and 10%, respectively). In addition, within a month from the implementation, Azkua had doubled its mailing list.

We worked with Laura to streamline Azkua’s marketing processes and define our customer journey. We now have a well functioning marketing automation system that ensures all relevant data goes through one channel. She also helped us identify our client persona and designed our website wireframes, so we can ensure that all our communications address the client base we want to reach. Laura brings a wealth of knowledge with her and her maximising nature will make sure you deliver on the deadlines agreed at the outset.

Dovile Corrigan, Strengths Coach & Trainer

Azkua

We’ve had the pleasure of working with Laura to set up our new CRM and email marketing system. Laura is a true expert in her field and easily transported us out of the ”dark ages” to a place where we can now easily measure our client engagement, create tailor-made automations for specific needs, and welcome new joiners to our tribe. Laura reviewed and tested several systems before recommending the one that would suit our needs, budget and future aspirations the very best. She also helped us clarify and sequence our customer journey, generate plenty of ideas for our content strategy, and from there develop the wireframes for our website. Professional, detailed, action oriented and quickly responding to our questions and needs Laura is a true asset.

Manuela Damant, Women's Leadership Coach & Trainer

Azkua

TBB.Connect by EIT InnoEnergy | Marketing automations

Client

EIT InnoEnergy | TBB.Connect virtual conference

Project

Marketing automations

Marketing palette

Cvent – HubSpot integration through Zapier

HubSpot workflows

Client

EIT InnoEnergy | TBB.Connect virtual conference

Project

Marketing automations

Marketing palette

Cvent – HubSpot integration through Zapier

HubSpot workflows

Need

Every year, EIT InnoEnergy organises The Business Booster (TBB) event to bring together startups, industry, investors and policy makers in the sustainable energy ecosystem and trigger new business opportunities and investments 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

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.

EIT InnoEnergy | Marketing-sales bridge in HubSpot

Client

EIT InnoEnergy

Project

Marketing-sales bridge in HubSpot

Marketing palette

HubSpot marketing and sales consultancy

Marketing-sales bridge

Marketing funnel optimisation

Website and HubSpot integration

Marketing and sales reporting in HubSpot

Client

EIT InnoEnergy

Project

Marketing-sales bridge in HubSpot

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

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

Akvo | A to Z HubSpot marketing & sales implementation

Client

Akvo

Project

A to Z HubSpot marketing & sales implementation

Marketing palette

Marketing-sales bridge

Marketing funnel optimisation

Marketing automations

Website and HubSpot integration

Database management

Marketing and sales reporting in HubSpot

Client

Akvo

Project

A to Z HubSpot marketing & sales implementation

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

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company 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

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. In less than two years, Akvo generated 1,700+ qualified 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

EIT InnoEnergy Professional Learning | Marketing processes, automations & campaigns

Client

EIT InnoEnergy Professional Learning

Project

Marketing processes, automations & campaigns

Marketing palette

HubSpot marketing and sales consultancy

Marketing funnel optimisation

Marketing-sales bridge

Online content

Email marketing

Client

EIT InnoEnergy Professional Learning

Project

Marketing processes, automations & campaigns

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

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

Akvo | Marketing & content strategy

Client

Akvo

Project

Marketing & content strategy

Marketing palette

Marketing strategy

Personas and key messages

Customer journey

Content strategy

Website revamp

Online campaigns

Client

Akvo

Project

Marketing & content strategy

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

Akvo helps governments and non-governmental organisations unlock the power of data for sustainable change. The company needed to generate more qualified leads, boost business development and kick-start more projects in key sectors. In order to achieve this, Akvo needed a more strategic approach to marketing and a stronger alignment between marketing and sales.

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

In less than two years, the new practices resulted in 1,700+ qualified 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.

Alvaro de Salvo, Head of Marketing & Communications

Akvo

Huygens Talent Circle (HUTAC) | Website revamp

Client

Huygens Talent Circle (HUTAC)

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Website content

Marketing automations

Marketing strategy

Content strategy

Client

Huygens Talent Circle (HUTAC)

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Website content

Marketing automations

Marketing strategy

Content strategy

About the project

As a Board member and Marketing Strategist at Huygens Talent Circle (HUTAC), I developed a new website to support the organisation’s member engagement and recruitment objectives. The end result was a dynamic website with a fresh and modern look, an improved user experience and a host of interactive features to reflect the organisation’s vibrant community.

• Developed the website strategy, user journeys and structure.
• Designed the website in WordPress from scratch.
• Wrote all copy, including the value proposition and developed all visuals and infographics. Gathered testimonials.
• Ensured social media and Mailchimp integration.
• Developed a blog and kick-started blogging.
• Worked closely with a web developer to design a member center with a search functionality and an event registration system based on a two-tier membership model.
• Performed the testing of all new functionalities to ensure a good user experience.
• Launched the website at HUTAC’s annual conference and online, through the blog, newsletter and social media.

Portfolio Marketing automations

Somaye Dehban | HubSpot database audit, engagement & segmentation

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

Web analytics

Email marketing

Forms & segmentation

Need

Solution

Results

Innovations by EIT InnoEnergy | Customer journey & sales funnel in HubSpot

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Client

EIT InnoEnergy | Sustainable energy innovations

Project

Customer journey & sales funnel in HubSpot

Marketing palette

Customer journey

Sales funnel strategy

Funnel set-up in HubSpot

Email workflows in HubSpot

Marketing and sales reporting

Need

Solution

Results

SkillCharge Enterprise by EIT InnoEnergy | Product launch & marketing automations

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

Client

EIT InnoEnergy | SkillCharge Enterprise

Project

Product launch & marketing automations

Marketing palette

Value proposition

Website content: strategy, design and copy

Event marketing

Email marketing

LinkedIn ads

HubSpot workflows

more webinar participants than initial target

email open rates

email click rates

lead to opportunity conversion rate

Need

Solution

Results

Azkua | ActiveCampaign implementation & marketing automations