HubSpot offers a myriad of tools to maximize efforts through their Marketing Hub and Sales Hub.
But in order to implement everything successfully, you must develop the right content, nurture your leads, and train SDR reps on how to leverage the right tools that align best with their company’s specific goals.
We helped a SaaS company develop all of these inbound strategy fundamentals to set them up for continued growth.
The client is a SaaS company that provides electronic health records (EHR) software to medical facilities, emergency rooms, and any other facilities that provide orthopedic care — and as such, is required to comply with the Health Insurance Portability and Accountability Act (HIPAA).
The tech company was having a difficult time generating sales qualified leads (SQLs). But this is just one piece of the inbound puzzle.
They were also struggling to attract meaningful visitors to their website.
We reviewed the client’s buyer personas so that they could optimize their targeted efforts when communicating with them. Specifically, we assisted them with the following:
We assisted the client in implementing content marketing campaigns by blogging for them and using SEO best practices to attract the right audience. This involved keyword research, topic cluster strategy development, and competitor analysis reporting.
We also redesigned certain elements of their website to improve the user experience. This, in turn, simplifies conversion paths to support lead generation.
We noticed that the client had about 10,000 contacts who had never been nurtured. So we drafted a series of eight lead nurturing emails targeting physicians, highlighting the benefits of using the client’s software.
We also drafted a second drip campaign with nine lead nurturing emails for the client’s second buyer persona: administrators at healthcare facilities. We automated both campaigns using HubSpot Workflows.
These lead nurturing campaigns were recently deployed. While the results take time, our team expects to increase their number of SQLs.
The reason why this is such an important component of any B2B marketing campaign is that, unlike in a B2C context, you have to be strategic about establishing long-term relationships with prospects.
Slowly and regularly sending them useful and relevant content to their inboxes means that you’re establishing yourself as an industry expert, expanding your brand awareness, and staying top-of-mind when they’re ready to make a purchase decision.
We developed a 30-day sequence that included multiple touchpoints across phone calls and email communications. We also prioritized the frequency in which sales representatives followed up with actual SQLs to boost scheduled meetings with them.
These sales enablement best practices set their SDRs up for success. Sales enablement makes it a lot easier to continue sales productivity as their business grows, since new hires will already have established processes to follow. It’s a win-win for everyone involved: sales reps know what to do and the customer ends up with a better customer experience.
We provided the client with a 45-minute Zoom call training to ensure they could understand HubSpot for business development from a sales rep perspective. We also scheduled four additional video conference calls to monitor their progress and offer real-time support.
This gives the sales team additional confidence as they move forward with their new tools and resources. It also ensures that they hit the ground running and get back to clients in a timely manner, in an industry where time is always of the essence.
Our website optimization efforts have resulted in a 23 percent increase in site sessions. Additionally, as noted, we recently launched comprehensive lead nurturing campaigns with the goal of generating more SQLs.
Combining these ongoing efforts with traffic generation strategies like blogging and Sales Hub and sales process training, our team is equipping them with the resources they need to support revenue growth.