H&Z wanted to take its own marketing and sales activities to the next level - and we helped with the conception and implementation.
The stressful day-to-day business of management consultancies often leaves little time for marketing and sales activities, and their own marketing departments are usually much smaller than those of manufacturing companies. In order to be successful in marketing and sales, a highly efficient process with the most modern tools and methods must be implemented. In this specific project, this included website, marketing automation, CRM and LinkedIn marketing.
7
months
project duration
7
team members
3
tools
The challenge?
After H&Z implemented a new CRM and selected a marketing automation tool, the next step was to implement the first campaigns as quickly as possible.
1. Data Model and Sales Automation Processes
A data model is essential for the effective use of marketing automation & CRM. It defines which data fields should exist in the CRM - and which should not. It also defines how data will be synchronized between the marketing automation tool, the CRM, and any other tools.
This may sound trivial, but it takes a lot of brainpower to create the right database for sales and marketing automation processes. We worked with H&Z to gather, evaluate, and prioritize all of the organization's requirements, and then developed a working data model.
2. Hubspot Implementation & Templating
For the Hubspot implementation, we did the initial import of data and lists. In addition, we created lead generation forms on the website so that data from contact requests or downloads would go directly into Hubspot. We also created email templates and implemented initial email campaigns based on simple segmentation.
3. Hubspot, Microsoft Dynamics & Website Integration
In order to provide customers with a harmonious customer journey, a seamless integration of website, marketing automation tool and CRM is required.
To achieve this integration, we defined individual use cases that described both the processes and the data flows between the tools. Based on this, we developed recommendations for the technical integration of the tools.
4. LinkedIn strategy
For H&Z's corporate account on LinkedIn, we conducted a benchmark analysis of 3 interesting competitors to learn from their LinkedIn activities and gain ideas for H&Z. Based on this, we developed a concept including target groups, content & campaigns.
The goal of this concept is to attract new customers as well as potential new employees via LinkedIn. Finally, we developed a roadmap for implementation and started the first activities.
Florian Wassel
CEO & Managing Partner
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