Web analytics

Somaye Dehban | HubSpot database audit, engagement & segmentation

Client

Somaye Dehban | Nexus Strategist

Project

HubSpot database audit, engagement & segmentation

Marketing palette

HubSpot processes

Database audit

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.

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

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

SNV Netherlands Development Organisation | Online campaigns

Client

SNV Netherlands Development Organisation

Project

Online campaigns

Marketing palette

Content strategy

Social media

Email marketing

Web analytics

Client

SNV Netherlands Development Organisation

Project

Online campaigns

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

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.

38%

increase in number of LinkedIn followers

94%

increase in LinkedIn engagement

38%

increase in number of Twitter followers

220%

increase in Twitter engagement

SNV Netherlands Development Organisation | Digital strategy

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

Client

SNV Netherlands Development Organisation

Project

Digital strategy

Marketing palette

Web analytics

Content strategy

Marketing strategy

Website revamp

Social media

Email marketing

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.

SNV Netherlands Development Organisation | Website revamp

Client

SNV Netherlands Development Organisation

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

Web analytics

Content strategy

Marketing strategy

Client

SNV Netherlands Development Organisation

Project

Website revamp

Marketing palette

Website strategy & structure

Project (website revamp) management

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

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.

SNV Netherlands Development Organisation | Website & social media audit

Client

SNV Netherlands Development Organisation

Project

Website & social media audit

Marketing palette

Web analytics

Website revamp

Social media

Client

SNV Netherlands Development Organisation

Project

Website & social media audit

Marketing palette

Web analytics

Website revamp

Social media

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.