CASE STUDY
Full HubSpot CRM & Marketing Automation Setup
Tools: Email Marketing, Integrations, Marketing Automation
Client Synopsis: This client provides Executive Function Coaching & Academic Management Services for middle school to college aged students in North America. Their philosophy and program is tailored to be incorporated into curriculums at every level.
Certain details including client name and other identifiers have been redacted for privacy reasons.
Industry
- Education
Goals
- Contact list management
- Good tracking
- Smart automation
Platform
- HubSpot
Tools Used
- Email Marketing
- Integrations
- Marketing Automation
The Process
First, an audit of all their platforms was conducted. We found that this client collected data from multiple sources, but was not using it to segment their contact list, or develop drip campaigns. At the time of this implementation, we consolidated data (leads, contacts, custom fields, lead owners, etc.) into HubSpot and created four main segments, assigned new custom fields to contacts in their email list and integrated web forms with HubSpot.
Collecting and using the data properly allowed the team to identify and send relevant emails to teachers, parents, students and school administrators. We created a singular lead routing workflow and separate drip campaigns for each lead category, with custom email copy and imagery, as well as redesigned their email templates for promotional, educational and monthly newsletters.
This client had issues with:
- Little to no audience segmentation – could not discern whether a lead was a student, parent, educator or school administrator
- No drip or lead routing sequence for new subscribers
- Integrations not set up properly
- Poor/inefficient email design – simple inconsistencies like emails not looking clickable (no defined CTAs, links, actionable design)
- Poor naming convention